Deciphering Communication With Advertising Images - Essay Example

Deciphering Communication with Advertising Images Introduction Using communication through mass imagery depicts a specific type of understanding of agiven topic. The image culture which is created from this depicts a judgment and interference about a product or ideology within society. The concept of the image culture, as depicted by Christine Rosen, shows that there is complexity with the ideology of images, specifically because they create a paradox for thinking. From one viewpoint, this creates a lack of understanding and analysis while looking at images. However, there are also ways to become inspired with the use of imagery in ways that can’t be done without the use of images. The depiction of images in society becomes one which differs specifically based on the content and context as well as the association one makes with a piece of imagery. The association with advertising images is one of the ways in which imagery both stops analysis to create an immediate reaction but can lead to other insights and analysis. Making Judgments from Advertisements The concept of using images for advertisements is specific in creating judgments, responses and reactions to a given object or business. This refers to structuralist semiotics, which is based on a process that creates a specific interpretation or immediate reaction, mostly which appears natural but implies something which is a part of the mass media. The main concept is to take the basic images and to look at the context of the message. This goes from the addresser to the addressee through a code, such as an image, which then creates an immediate judgment or response (Chandler, 2). When looking at advertisements, it can be seen that there are specific reactions and judgments which immediately appear. For instance, when looking at the Carlsberg Bear images, there is a direct association with the smile on ‘Zoey” as she takes a sip of the beer. The other image is one which depicts confusion from “Mia” as she holds a beer bottle (see Appendix A). These both have the same models, images and layout; however, the difference in facial expression changes the way in which one associates with the image. The immediate response is emotional and which decides whether the images are “like us” in depicting the beer. The judgment is to decide how the emotions associate with the beer as well as how an individual can make their own associations with the drink. The advertising imagery is based on creating a desire for the individual to have beer. The judgments which are immediately made through the message is based on those who don’t belong to a given group to still be “like us” when drinking the beer. When referring to Rosen, this specific reaction to the image is one which doesn’t cause for analysis or critical responses, specifically because of the context which is behind the advertisements. The only meaning with these two pictures is to sell the beer as an advertisement. The critical analysis of this would lead to different understandings of the advertisement, specifically which relate to social attitudes, biases and the displays that are used. More important, the depiction of beer as a central component for creating a likeness is one which some would consider detrimental. While this is accepted as a stigma of pop culture, the negative connotations show that this can be hazardous in terms of health and the negative effects of beer, such as drunk driving and health connotations. The images presented are used specifically to present a pop culture representation of beer; however, the other implications are ignored with the main advertisement which leads to judgments and assumptions, as opposed to realistic viewpoints from the advertisements. If one does begin to process the images at a different level, there is a distinct message that can work as an inspiration. The two girls in the picture are minorities and are used specifically to integrate into community. The first type of inspiration is from the creativity of the photographer, which includes the use of greens for the picture, as well as facial expressions that highlight the commercial and make it stand out against the background. This makes the eye focus on the beer and can lead to emotional responses with the main picture. Moreover, the inspiration which can come from these pictures is based on a deeper judgment which incorporates diversity, globalization and the changes that are now accepted in society with integrated cultures and indifference to various groups of people. The importance of this is based on the growing acceptance and changes that are within society and which are portrayed in the images. The judgment then becomes a source of inspiration that society is beginning to accept concepts of likeness and community through the message portrayed from the advertisement. Changing the Unknown to the Known The second aspect of the saturation of images is based on the changes from illusion to reality and how this line is becoming blurred for those who are continuing to look at different images. The manipulation of images is one which is now commonly accepted among those interested in images and which is continuing to lead to inventions that naturally stimulate the inventions. The virtual changes which are being made are questioning the lines between reality and illusion, specifically because of the fantasy images that are now naturally accepted within society (Rosin, 34). The manipulation of images in advertisements can be seen with a variety of changes which are made through obvious changes (see Appendix B). In this second advertisement, there is a clear change and manipulation of the image, which conveys the message that those who are in sports or activities, or which are interested in strength, should drink “perrier.” The illusion which is created is from the picture of the man on the back of the shirt who is presented in a movement of taking the straw from the drink. One immediately sees that there is a line between the reality and illusion from these movements, specifically because of the way in which the advertisement moves. The lack of analysis with this particular advertisement is based on the context. The first lack of analysis is based on the realistic depiction that is lacking, specifically as the image is jumping out of the shirt and taking a drink. There is also a lack of reality in the type of drink which is being served. The critical side of this is one which is hidden from the realities of the drink. When looking at this commercial, one assumes that the mineral water will lead to health and strength that others can’t compete with. Analyzing the commercial and drink shows the opposing opinion, which shows that this is an unrealistic fact. Strength can only be obtained with a specific lifestyle choice. More important, there is no scientific proof that Perrier is healthy to drink, even though it is carbonated from natural resources. Substances that come from the carbonation may equate to hazards such as benzene, which can lead to cancer and other health complexities (Mercer, 1). While the manipulation and blurring of lines between reality and illusion are created, this particular advertisement, and others similar to this, can work as a source of inspiration. A level of decoding of the reality and illusion is based on finding the inspiration of this image, specifically by defining three levels of interpretation. The first is syntactic, which is recognition of the sign. The second is semantic, which is comprehension of the intended sign and the third is pragmatic, which includes an interpretation of the sign (Chandler, 7). In this advertisement, the immediate response is to recognize both the fighter and the drink that is being advertised. The semantic level is one which can comprehend the message of the image, which is to quench one’s thirst with the drink which is advertised. If one begins to analyze the picture beyond this point, then pragmatic analysis takes place, which includes interpretation of the sign. This includes the strength of the man wearing the shirt as well as the one on back of the shirt. One can further this into believing that the man wearing the shirt is also the same on the back. The manipulation of this picture leads to a sense of creativity, specifically with the message which is conveyed and with the way in which the presentation is formed. Even though there is little to no writing, the message about athletes that carry specific attributes can be a part of the judgment. At the same time, one can easily depict that the creative features of the image are not realistic, but instead create specific implications and judgments about the picture which one can easily remember. Encoding / Decoding Models The concept of encoding and decoding can also be implied to different types of images which are in advertising. The encoding and decoding entails a moment in which there is a development and production of a specific advertisement. The context is created and images are produced and broadcasted according to the thoughts and beliefs of those who have developed from the moment of production. The moment of decoding is based on the reception that takes place from those who are viewing the message (Chandler, 4). An example which shows this process is through the Jiwani Advertisement (appendix C). When looking at this ad, it can be seen that there were two defined moments in creating the image. The first was the encoding, which was created with a question of what to display in terms of the men’s wear and how the company wanted to sell a specific product. The coding which was created for this production was a proponent of several moments and ideologies that began to portray the main image. The decoding is one which is based on seeing the image quickly and understanding that the Jiwani men’s wear equates to one being able to easily find women who want to have sex in the office. The double meaning with this advertisement is one which can be considered as brain candy where the mind is able to look at images that are enticing and processes it through the desirable and appetizing looks. The brain candy becomes the provocative image that immediately blinds the brain neurologically while stimulating the senses in an alternative manner (Rosin, 41). The misleading implications that come from brain candy can be seen in this advertisement, as the sexual appeal takes over the main message. The decoding that is established in the few split seconds begins with the sexual enticement of the picture, followed by the association with Jiwani. However, Jiwani doesn’t display a large image of the logo and doesn’t provide information on the main brand. The decoding then leads one to focus only on the provocative imagery as opposed to understanding the guides and action that are a part of the poster. The misleading message of the Jiwani advertisement, as well as the misperceptions which come from the source of the advertisement, can also lead to a sense of inspiration and engages individuals into the advertisement. The appeal of the imagery is one which continues to be recognized because of the sexual appeal. When looking at the models, movement which is created and the main context, it can be seen that there is another implication when analyzing the picture. The photo becomes a story or scenario which one is in, as opposed to only being a sexual image. The background which is used as well as the main displays which are created can inspire others who are interested in the aesthetics of the photo to find how to manipulate and use specific scenes to create a level of enticement. Understanding how and why this advertisement works as well as what the appeal is to the main models can also provide deeper insight into other aesthetic considerations and establishments that are associated with the visual presentation that is used. Conclusion The concept of imagery in today’s society is one which is also a known paradox. The speed of the images and the ability to analyze at a faster speed is one which is creating several detriments to society. The acceptance of the images in terms of immediate recognition, lack of analysis and the manipulation of images and context all become problematic. This is a problem because of the judgment, analysis and the immediate processing of the images into a decoding method that creates an association with the pictures. When examining advertisements, it can be seen that the different concepts related to the images are designed to create an immediate and emotional response, many times which is outside of reality. For those that are interested in images, this interferes with the realities and expectations of an ad. However, the placement of the ads, decisions on context and the way in which the pictures are taken can also work as an inspiration with aesthetic implications and with the ability to create a new sense of appeal through other associations with images. Works Cited Chandler, Daniel. “Semiotics for Beginners.” 2010. Mercer, Chris. “UK, Germany Checking Soft Drinks for Benzene.” Food Production Daily (February, 2006). Rosen, Christine. “The Image Culture.” The New Atlantis (Fall), 2005. Appendix A Appendix B Appendix C Read More