4. ContinuationIn using this, the advertisement conveys the image of a woman becoming a lion at the zoo. The idea here is that in going to the zoo, the woman will become a part of the wild and “blend in” with the animals.
7. Figure-ground Gestalt processing allows the mind to process images that wouldn’t actually exist—we make the images work in our heads through a psychological process called perception. Here, the advertisers have replaced what would be baby poop with an image of a farm, implying that the food is so organic that even the baby’s poop will reflect its organic origins.
8. Visual Elements A Graphic Vector is one which guides the eye in a direction purposed by the advertisement. Here, a graphic vector is used in the design of the advertisement to draw the eye first from the monkey to the man, suggesting the idea of evolution. Next, the eye should register the tool placed next to the final product of evolution, suggesting a relationship between the evolution of the man and the evolution of the tool.
9. Visual Elements An index vector is used more obviously to direct movement of the eye across an image. The most common example of an index vector is an arrow, but other forms are more subtle, like a person looking or pointing somewhere.
10. Visual Elements Axial balance occurs in an image with symmetry or formal balance. The key to remembering this is that the image rotates around an axis or can be flipped across an axis and still maintain its original form or integrity. Here, the two orange halves are placed on the same visual plane and are flipped across the vertical axis.
11. Visual Elements Asymmetrical Balance is a lack of symmetry between the two objects. Here, asymmetrical balance is used to draw attention to both of the speech bubbles, making them both “pop” as well as drawing the eye down lettering of evolve. Using this as visual cues, the advertisement then hopefully draws the reader’s eye to the actual text, being the primary goal of the image.
12. Perspective 1 point perspective is characterized by its single vanishing point- hence the name, 1 point. Here, the two lines can be drawn on either side of the tree and eventually meet as the tree appears to get smaller as it approaches the “horizon line” Here, the horizon line and vanishing points are drawn in to meet at one point.
13. Perspective 2 Point Perspective has 2 vanishing points. 2 point perspective places the viewer at the corner of something, allowing the full image to be seen. This is extremely useful in showing off architecture or a building—wouldn’t the full image of a building with more angles and viewpoints seem more attractive than a straight on image of one side of a building?
14. Perspective 3 point perspective is the point of view in which you can see 3 different vanishing points: 1 vertical and the 2 horizontal points. This occurs in the form of worm’s eye view or bird’s eye view. Worm’s eye view is used in filming to create the illusory perspective of the viewer looking up to something, making an object look outstandingly tall and strong and the viewer subordinate. Here, worm’s eye is used to draw the perspective to the subject of the advertisement: the now clean drain.
15. Color and Light Warm color schemes do not include blue at all, and. For example, a color scheme that includes "warmer" colors may have orange, yellow, and red-orange in it. Cool Color Schemes do not include red at all and convey a sense of peace, tranquility, and often is used in reference to oceanic landscapes. "Cooler" colors are green, violet, light blue, etc. Colors used together in a color scheme are meant to be aesthetically pleasing.
23. Rainbow (to signify gay prideWould symbolic use of color be advantageous in an international advertisement? Why or why not? Hint: think about the cultural connotations of color, what makes it symbolic?
24. Color and Light An attached shadow is one which is caused by and attached to the subject. This usually occurs in chiaroscuro lighting, where there is a high rate of falloff and shadows are created on the contours of the face or body.
25. Color and Light A Cast Shadow is one which is caused by the presence of light behind the subject, thus casting a shadow of the subject onto another surface. Here, a cast shadow is caused by the presence of light provided by the sun on the picket fence (subject), which casts a shadow onto the grass.
26. Color and Light Silhouette lighting is a person, object or scene consisting of the outline and a featureless, black interior. Here, the people are backlit and thus appear dark against a lighter background.
27. Color and Light A Monochromatic Color scheme is composed of varying tints, tones, and hues of one color. This color scheme can also be used to create a focal point. Key concept: Mono=one
28. Semiotics An Indexical sign is one which is held within the image and suggested but is not overtly presented. The indexical sign is reached through chains of signification.
29. Semiotics A Visual Metaphor is one which an image stands for an idea. Here, the play dough knife is a visual metaphor for the concept that play-dough is the safest toy for kids, reinforcing the visual by a slogan at the bottom, “safe no matter what you make.”
30. Photography: Stop action Stop Action refers to the camera capturing an image while it is moving, also called a freeze frame, with very little blur of the subject. This implies movement in the photo.
31. Photography Panned action is created by “panning” the camera left or right, following a moving object. The object will appear fairly sharp while the background will be blurred, thus implying motion. Panned action is most often used in sports photography, like car racing or track running.
32. Photography: Fish eye Fish eye is created using a wide-angle lens to create an image that is hemispherical, or almost seems to bend in a circle. Fish eye photos are known for being distorted and unique looking.
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35. Photography A High Camera Angle is established when the camera is above and looking down upon the subject. This creates the opposite feel of the low camera angle, instead connoting asmaller, less significant/scary subject. The subject gets consumed by their setting - they become part of a wider picture.
36. Photography: ECU An Extreme Close up fills the screen with the details of the subject, containing only the head or even zooming in on a part of the face, picking up detail that the naked eye normally wouldn’t see. Used in photos and film, an extreme close up signifies high drama, emotion, and intensity.
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39. After the scene location has been established with an LS, the camera is moved closer to the main subject or a longer focal-length lens is used to bring the main element of the scene into full frame or near full-frame size
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42. Multiple Exposure Multiple exposureis a technique of combining two or more individual exposures/photographs, transposed onto one another to create a single photograph. The exposure values may, or may not be identical to each other. Identical (sort of) exposure values Varying exposure values
43. Photography: Juxtaposed Images A Juxtaposed image is one with two different visual aspects that come together to create a visual metaphor, or a third effect. Here, the elephant is juxtaposed with the eggshell to imply that the rooms at Crowne Plaza are “Larger than expected.” The small qualities of the egg shell in juxtaposition with the extremely large qualities of the elephant create this alternative conclusion.
51. Images of economic status Here, the watch, nice jeans, suit jacket and scarf all function as Visual Markers of wealth. This means that they imply that the product being sold, the MacBookPro, is generally reserved and targeted toward the upper class. Though these visual markers are not overt, they are a connotation for wealth.
52. Images of economic status This image contains multiple Visual Markers of poverty, being the surroundings and the clothing. The irony here is that it also contains a contrasting visual marker of wealth, being the brand name sunglasses. It is because of the function of visual markers of economic status that this image functions—immediately, the viewer registers “what is wrong with this image,” leading to the text and comprehension of the advertisment. This combination of economic status markers creates a juxtaposed image: the rich sunglasses on the person in need signifies that the money spent on sunglasses could have gone to much more important things, like nourishment and proper clothing .
53. Images of economic status The visual markers here that signify Middle class is a combination of the family—two kids and an average suburban, the woman is not wearing extensive jewelry and they are all dressed casually. Visual markers are most identifiable when they are contrasted—rather, it is easier to identify them when looking at this photo versus the previous photo of the Mac Book Pro.
They are the rules governing many aspects of our perception and are thus so common that many times they are overlooked, even when they are the sole reason why you understood a particular image. Advertisements rely on principles of gestalt processing to convey meanings of an image by comparison.
In case the viewer didn’t pick up on this, it is reinforced in black and white by the caption, “As Tools evolve, so man evolves,” though making a clever yet discreet play on the expected version, which would have been “As man evolves, so tools evolve.” This suggests that in order for further progress, be it in personal success or in evolution, “man” (the preferred audience for the image) must get the new, up and coming tool. This new tool is the focus of the advertisement: thus, as all advertisements it seems to come back to the same principle—with the purchase of this particular product, the individual will have better success as a person.
The idea behind index vectors is to get a point, literally, across the page without having any misinterpretations or aberrant readings of the image or advertisement. Here is an example of an advertisement in “real life,” in which the index vector (arrow sign) is pointing toward an establishment to convey the message “Go there” or “Eat here.” In an advertisement with a more subtle example of this, it might be a message such as “Look at her/it/that,” in which case the index vector is assisting in conveying meaning.
Here, asymmetrical balance as well as an employment of gestalt processing is used to make a comparison between the two orange halves, thus drawing the reader’s attention to the text held within the orange rind. The two are placed on the same visual plane and can be flipped across the vertical axis to produce the same image. Once this flipping occurs, the reader has effectively transposed the text onto their image and thought processing surrounding the orange, thus fulfilling their goal to associate the words conveying an idea with the subject of the image, being the orange.
The connotations of color are culturally learned, which varies internationally.
Panned action: A movement which scans a scene horizontally. The camera is placed on a tripod, which operates as a stationary axis point as the camera is turned, often to follow a moving object which is kept in the middle of the frame.
![Gestalt Processing Gestalt principles are permeating every aspect of the visual world. This image employs gestalt principles of: ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)