Semiotics - Messages in Advertising

Semiotics is the study of visual language or 'messages' that we interpret within an image or advert.
There are two parts to the process, the first being, 'the signifier', which is the material aspect of what we see in front of us. The second part is 'the signified', which is the message implied in what we see. This is heavily used in advertising as companies try to sell their goods to us in a subtle way which is also influenced by our cultural history.

The Signifier:
In the image above, advertising the new 'Beetle' car, what we see is a group of Beetle cars on a pedestrian crossing.
The Signified:
This is imitating the very famous album cover of 'The Beatles, Abbey Road', as a signified message. The Beatles were an extremely popular and successful band who conveyed a message of being 'cool' or 'hippie'. We also see an older model of the Beetle just behind the newer models perhaps telling the tale of how long they have been around. The cars being treated as people also adds a message of character to them and how they integrate into society. The advertising appears to be aimed at women not men owing to bright colours and lack of technical data about the cars.

The cars are placed in the same format as the band were on their famous album cover. There was myth surrounding the release of this album, claiming Paul McCartney had died and some people claim the line of the band members resembles a funeral procession. This obviously wasn't true but perhaps the new and updated cars refer to this as they have survived the test of time and are still very much in circulation.

Little Ant & Dec's Farmyard Kitchen -- Out in the Field

https://www.youtube.com/watch?v=A6pKxNyC_Vc&noredirect=1#t=94 

The Signifier:
This advertising video shows us two little boys imitating 'Ant and Dec' who are presenters on National Television. We are introduced at the beginning of the video with them looking around a farm for a mothers day present, meeting/talking with the farmer and followed by them making cakes with a chef.
The Signified:
This video appears to be aimed directly at mum's, telling them how rural, fresh and special Morrisons is. This is especially evident in the talk between the two boys and the farmer as he explains how rare and special the cows are. The two boys in the video are treated patience and care, perhaps Morrisons trying to tell us how well looked after our families will be with them? In the kitchen while making cakes, all the ingredients are available at Morrisons and owing to the farm tour, we are influenced to think how fresh everything is. The end result of the video is the boys taking care of mum thanks to the help of advertising store.

Conclusion/Evaluation
I find this subject extremely interesting and wonder how much of the advertising messages I have 'missed' over the years. I have found that I don't always know what message a company is trying to convey to me so it is of great value to me to analyse how this is meant to be accomplished. Some advertising companies are not subtle with their messages and we can't fail to 'get' this but others try to be more clever and reach into our subconscious thoughts to trigger a response. The success of this depends on our experiences and what we have been exposed to through our lives.

Interview Skills

Interview skills are perhaps something we take for granted especially once you have undergone quite a few and have been successful. However it is good practice to re-visit skills and methods to keep ideas fresh and it is never to late for improving.

This image shows the findings within a group exercise, discussing the good and bad experiences of interviews. There were quite a few different ages within the group which led to a good and varied input. I felt that along with research and presenting yourself in a good manner, listening during an interview came out as an important point to remember.







Interview Preparation discussed with John Kiely
As part of interview skills practice, we interviewed our group tutor with questions to form a constructive picture of what to expect and how to present ourselves in the best way.
Questions and Answers:
1) What format should we use for a portfolio? (photo book or wallet etc)
Formal portfolio case - box or case also take a photo book to leave with the interviewers
2) Is a contact sheet appropriate with my contact details?
No, a book with details as mentioned above
3) What size should we print our images and how to mount, framing and mounting colour?
A3 or A4 mounted to A3 and as a rule, a black mount is standard
4) What research do we need to evidence and how to go about it - existing practitioners?
Research the job and specific jobs or projects the company have done, looking at websites they use. It is a good idea to research current billboard and adverts - who has taken them?
5) Do we need to be sequential with our portfolio?
There should be a beginning, middle and end (using GOAL POST strategy). Short collections of images are best, the whole set doesn't need to be sequenced.
6) Should we include a weak piece of work to show reflective practice?
If a weak piece is included it shouldn't be too weak and we must be able to analise it properly.
7) How smartly should we dress?
Casual smart is best, not in a suit but it does depend on the job you are going for.
Extra advice from John:
Take charge of the interview
Expect the unexpected questions 

Interview Evaluation
My own most recent experience of an interview which, was approximately two years ago, is fortunate enough to have been a successful one but also provided me with quite a learning curve. After applying online for a job at a local supermarket, I found myself attending for an interview within a few days. This didn't leave me much time to research the company and as I didn't now anybody else who worked there, I couldn't ask for advise on how best to present myself to them. The initial interview turned out to be quite a large group interview, something I haven't experienced before. It was less intimidating than a  personal one to one interview but was also quite nerve wracking in a way, knowing that you are being observed on your interactions within your designated peer group and I was very aware of not 'taking over'. I later found out during a feedback session that I had performed extremely well in this group situation and this had led to me being offered a choice of positions. The following personal interview also went well and I felt better prepared for it however on reflection I would have preferred to be better informed for any interview if only to make me feel less anxious and make it a more positive experience. Preparation before an interview not only makes you look more professional and eager but also helps to make you feel more confident in yourself, knowing you will have something constructive to say.

Planning and Outline for 1000 Word Essay/Research for Study Skills

The Brief:

To produce a 1000 word assignment on an appropriate topic relating to my studies.

• This needs a time management plan
• An outline plan for my investigation
• Research and identify my sources for information
• Extract the relevant information from the source material
• Produce a visual interpretation (poster)
• 1000 word assignment
• Include bibliography

Abstract photography is my chosen subject for the 1000 word essay for study skills which will include at least three different sources for reference material. I am going to be looking at the different ways that an abstract image is achieved along with the techniques that some photographers use. I will include images in my assignment and on the blog post which will show my research and inspiration for this genre of photography.

The Outline
I will begin my assignment by using the 'Discovery' facility on the student intranet to source books and journals for reference material. Next step is to highlight the material I find of value and interest on the printed or copied journals/internet tutorials. If there are no books available in the library, I will perform an internet search and check on Amazon and Ebay for them. Books need to be ordered early on to enable them to arrive in time for me to use them. Next an internet search will be performed to support my assignment and relevant information will be downloaded and printed. Once all my source material is collated, I will begin my 1000 word assignment. 
Introduction:
I will begin by explaining my interest in abstract photography and how it is defined and described (with quotes)
Middle:
Explore three different techniques, effects and practitioners with supporting images (with quotes). Techniques will be multiple exposures, intentional camera movement and macro.
Conclusion:
Evaluate the different techniques and how I will relate them to my own work.

I will also be compiling a resource sheet to detail the source information I am using and how I found this information.

Initial Sources: (more will be used)
(website)
Chris Friel Photography

(website)
Ursula Abresch Photography

(Journal article)
http://www.onlandscape.co.uk/2013/09/multiple-exposure-photography/

(Journal article)
Featured Photographer - Chris Friel

(Journal article) (Discovery search)
Aaron Siskind; Robert Mann Gallery / Andrea Rosen Gallery / Whitney museum of american art / studio museum in Harlem

(Journal article) (Discovery search)
The art of abstract photography 

(Book)
Digital Abstract and Macro Photography
Milburn, Ken
Pages: 305
Publisher: Course Technology / Cengage Learning
Location: Boston, MA, USA
Date Published: 03/2005
Language: en

(Book)

The Edge of Vision: The Rise of Abstraction in Photography

Rexer, Lyle

Pages: 29

Publisher: Aperture (2 Sep 2013) 

Language: English

Creative CV

When compiling a CV, it needs to be based on evidence contained within the information given in the CV.  A CV will help you to prepare for an interview, consequently it is very important to remain honest with all the information you enter into it.  A creative CV is a useful tool to help you stand out in amongst a pile of other CV's.  I feel a photography based, creative CV will create the right impression I would like to establish.  This will be either in the form of a photo-book or swatch of photographs that contain both images of my profile information and examples of my work.

 

A photo book would be my preference and I feel it would work well for any kind of photography related interview as it displays your work in an organised way but also allows text and expression. This is something that can be left with your interviewer(s), making it easy for them to refer back to you once the interview is over. During a level 2 photography course, for the presentation criteria, I produced two photo books of my portfolio work, the following are examples of the two books that I compiled. 

The opening page of the book I created contains my student and course information which could be easily adapted to contact details. This small photograph could be an image of myself rather than my work.

 

The following pages can still be a great way to showcase your work but also add some descriptive text to make sure you get the right message across.

This layout in my other printed photo book of Spring images was simpler and didn't contain as much text. In this format the images presented stood out well but for a CV interpretation, more information would be needed.




On reflection, I believe the first photo book of Albert Dock would be the better format as it gives more about me and the way I write. I find the idea of presenting my CV in this manner, pleasant and appealing, however a good amount of time would be required for this exercise as it takes time to both produce the photo book and wait for the delivery. Having completed an exercise during tutorials in college for producing a photo book, I now have a good insight into the process and what results to expect from the different companies offering the service.

Introduction to Digital Imaging - Lighting and how it affects an image

Lighting and how we use or manipulate it can dramatically affect the mood or feel of an image and ultimately how we read what we see in a photograph. This applies to both studio photography shoots and location. Studio lighting is easier to control in many ways as we can manipulate the light entirely and can even use coloured gels over the lights to affect our final image. Even our choice of how to light the background will have a profound effect on the final outcome and mood of what we see. High key and low key photography are as the names suggest, complete opposite effects to each other, having tried both in the studio, I find that I much prefer low key images. Low key photography is moody and dramatic which brings out detail or texture of the subject or person, capturing them in quite a harsh way. High key appears to me to be 'happy photography'; its use being greatly varied in portraits, commercial, fashion and other areas of imagery.

One of my own low key studio images

My own high key image taken in the studio

Location photography is ultimately more challenging as our shooting time is subject to the natural elements, consequently making use of good or bad weather and even the time of day becomes paramount to success. Artificial lighting can be utilised for location photography, however this is limited to the range of the lights used and is usually used for specific subjects i.e. fashion shoots, singular objects and portraits. My current project is trees in the urban environment and I am experiencing all the challenges associated with photographing outdoors. Lighting for areas such as landscape or cityscapes are purely at the mercy of the elements as I will try to portray with the following examples.

Matthew Paulson 2011

I appreciate the dark tones in this low key image as it brings out the detail of the impressive tree roots. I am left with a feeling of age and majesty, which, I think would have been lost in a high key image. My eye also sees the runner about to pass the tree and imagine that he is glad of the shade provided by the trees. I feel that the photographer wants us to pay attention to the trees in our environment rather than just pass them by. The monochrome appearance also enhances the dark tones and removes distractions that may have been present in colour.

Rob Cartwright 2012

This image is using also fairly low key lighting, making good use of the long shadows, which, is most probably evening. The use of silhouettes and dark tones leave an impression of cold in my mind. The trees are also bare which tells us it is winter. The area that is lit reveals a home that perhaps the person depicted is returning to.

Samuel Geer 2014

Samuel Geer 2014

Both of these images are fairly high key and have used good light to their advantage. This helps to portray the season in a similar way to the low key images and I feel it suits the suburban environment depicted. The deliberate regular urban planting is very evident and makes it look like a nice place to live, which, is most likely, an intentional result. Without the use of colour, the seasons in these images would be lost.



Conclusion/Evaluation
Light is a key element of photography and alongside all the other essential factors; it needs to be experimented with. I have personally found it to be quite a challenge getting the light right in my location images and indeed the studio. Although the studio is controllable it still requires different approaches with light sources, positions and strengths to get the final image how you wish it to be. Examining other photographer's work, especially what makes it successful has enabled me to better understand how to achieve a satisfactory result.

Bibliography


Adit, A. (2012). 35 Best Examples of Black and White Photography For Inspiration - See more at: http://www.designdune.com/inspiration/best-black-and-white-photography/#sthash.ce9hTsP8.dpuf. Available: http://www.designdune.com/inspiration/best-black-and-white-photography/. Last accessed 18th Mar 2014. 

Can’t See the Forest for the Trees? Accounting for the Urban Forest. Available: http://streets.mn/2014/02/21/cant-see-the-forest-for-the-trees-accounting-for-the-urban-forest/#lightbox/1/. Last accessed 18th Mar 2014.


Cartwright, R. (2012). Rob Cartwright Photography | 2011/12 Photoaday Challenge. Available: http://robcartwrightphotography.wordpress.com/page/23/. Last accessed 18th Mar 2014.
Geer, S. (2014).

Proposal for Units 3 and 4 UPDATED

Following on from my work for Unit 2 which is trees in the urban environment, I am planning to continue this theme. The images I produced for unit 2 were changed to black and white, partly to create atmosphere but primarily to remove distractions within my images, leaving the viewer to focus on my intended subject. As my project continues, I will be following the development of the trees as the season of spring progresses and changing my finished output to colour. I am hoping that as the trees develop through the season, the added colour from the trees flourishing with negate the need to change my images to black and white and where the trees don't flourish due to man's destruction, the colour will hopefully highlight this plight. I am also planning to use a 35mm film alongside my digital images to experiment with the different mediums and compare the results before deciding which method will be the content of my portfolio.

UPDATE

My proposal for unit 3 has been changed quite considerably. Following unit 2, which, I did enjoy, I came to the realisation that the time frame needed to complete my original intended plan, would simply take too long. Owing to the time constraints, I felt very strongly that I wouldn't be able to complete the urban tree project to any satisfaction.

After much consideration and feeling the need to experiment with technique to a greater degree, I have made a decision to research and produce abstract photography. Researching the methods will be achieved by books, internet searches and contacting successful photographers in the field of abstract imagery.