StudentName: Ryan ThomasPNumber: 1704067BAPhotojournalism and Documentary Photography Taskone (Ryan’s): 581Tasktwo (Julia): Taskthree (Timi’s): 546 StudentName: Ryan ThomasPNumber: 1704067Programmeof Study: Contextual StudiesModule:M4X01560TaskOne: Semiotic Analysis (Ryan’s task) When it comes to advertising, therecan be more than one interpretation and meaning. The way of studying thesedifferent meanings and point of views is defined as a semiotic analysis. Asemiotic analysis can also be defined as the study of signs and symbols aselements of communicative behavior; the analysis of systems of communication,as language and gestures. According to author, Martin W Bauer, “Semiologyprovides the analyst with a conceptual toolkit for approaching sign systemssystematically in order to discover how they produce meaning” meaning thatsemiology as a study is a tool to unfold the many meanings of any symbolicimage or advertisement.
Advertisements can have very many different ways to seethem because of the use of semiology, and because of this, it can create adifferent interpretation for each person who views it. Ways of interpretingsymbols differently due to semiology can be due to color of a symbol, itshistorical value, the way it’s viewed by different social groups within society,and its significance to current social issues. By semiotically analyzing this exampleof advertising, you can interpret many meanings from it. In this advertisementfor Heinz ketchup, there are many pieces of symbolism. These include an intensered backdrop, a bottle of Heinz ketchup with horizontally sliced tomatoes,and text, “No one grows ketchup likeHeinz.” Although the advert is quite basic, it is obvious who the targetedconsumer is.
Although the bottle appears to have freshly sliced tomatoes stackedand indicating that “No one GROWS Ketchup like Heinz”, ketchup is usually fullof sugar and artificial preservatives. Although ketchups made in a factory andfull of unhealthy ingredients, the marketers try to convince the consumers thatthe ketchup is “grown” and is fresh due to the stacked tomatoes. Semiology inthis example helps us to examine the symbolism of the stacked tomatoes andassume that the marketers are trying to indicate that the ketchup is made withfresh tomatoes as opposed to factory made. In this next example, you can seechildren atop a beam overlooking new york on a parody of the famous image ofthe builders of the Empire State Building having their lunch on the beam asshown. Even without the Lego logo you might be able to depict what company isadvertising this.
The children indicate the builders, but builders of young ageand can easily symbolize the usual builders of the brand, Lego. Asthis is an advertisement for Lego, you can tell that the children symbolize thesimplicity of building the legos just like the builders in the photo of theEmpire State Building can symbolize hard work at a great amount. As well assimplicity, the children also symbolize innocence and slight cuteness. Thesefeatures can imply really how simplistic, building legos can be for literallyanyone. From another point of view however, this image maybe comical andintriguing to an older audience due to its old, historical significance. Aswell as this, it can identified that the text, “builders of tomorrow” can meanthat perhaps maybe one day the children will turn into the men on the EmpireState Building as the builders of tomorrow, but can have many interpretationsto other people. Semioticanalysis’ are such a useful tool to unwrap the multiple meanings of the symbolsin images and advertisements used today and in the past.
With them, we cananalyse the many means and interpretations of every symbol in an advertisement. Bibliograpghy Barthes, Roland (1977) Image, Music, Text. Fontana Press,London. Berger, John (1972) Ways of Seeing. Penguin, London. Peirce,Charles Sanders (1931): Collected Writings (8 Vols.).
(Ed.Charles Hartshorne, Paul Weiss & Arthur W Burks). Cambridge, MA: HarvardUniversity Press.
Task Two: Manifesto (Julia’s Task)1. Themain purpose of photos is to display either a truth or false narrative.2.
My artwork, photography, is to visuallyentertain people and to provide an insight to my view of the subject.3. Photography can freeze the moment oreven be a long exposure to provide a different artistic or natural affect tothe artwork.4.
The purpose of photography is todocument history, whether that be for a positive or negative effect on people’sperceptions of it, and as an expression of personal art.5. Although many photos are a source of tellingthe truth and documenting an event, many can be misleading and falsely led.6. Although mediums of technology has developedand changed, the quality of format has not necessarily changed or advanced. It isthe quality of the photographer not the camera.7.
Photography is expression of life andemotions/perspective.8. Without photography or any other formof art, expression of emotions would be minimal.
Keywords& ImagesKeyword: PerspectiveIn photography, perspective iseverything. It can completely change the way the photo is seen and the emotionand feeling it provides to the person who views it. With perspective, it cancreate an artistic feature to the photo and can provide and an important andnecessary insight to the photographer’s point of view in the photo. When assessinga photo, it is necessary to consider the photographer’s perspective and what itmay mean. Some photos use certain compositions of the cameras perspectiveaccording to the layout of the subjects and background to create a different affecton the photo. The image just below is a landscape photo that shows how aparticular perspective can change the artistic quality of the image. In thisexample, the perspective of the photo is important because the arch creates anice composition with the open arch.
In this example, the photographer’sperspective is key to knowing his political and emotional side. You can see inthis photo the importance of the perspective of the shot. The Vietnamese rebelbeing shot by a member of the VC in this photo is told better just by where thephotographer took the shot. The photographer was in fact against the VC but thefact this man being shot will be killed, the perspective of the photo was tocreate awareness of what was happening in Vietnam at the time. Keyword:Emotion Keywords: Documenting Bibliography Caputo,John D (2013).
Truth; Philosophy inTransit. Penguin, London.DeBotton, Alain (2013). Art as Therapy.Phaidon, London.
Jaar,Alfredo (2004). TheEyes of Gutete Emerita. Foil.
New York. TaskThree. (Timi’s Task) ??????, in Englishmeaning “Under a Wave OffKanagawa”, is a woodblock print by the Japanese artist Hokusai.
Arguablyone of Japan’s most famous pieces of art, it’s also Hokusai’s most popular work of art. The GreatWave was started by Hokusai in 1829 and was finished in around 1831 during theEdo period. Hokusai’s art, portrays a tremendous wave causing havoc to theboats off the coast of Kanagawa (now the present-day Kanagawa Prefecture ofJapan). This image was part of a large series of woodblock prints calledThirty-six Views of Mount Fuji made by Hokusai. In all of Hokusai’s prints fromthe series, they depict Mount Fuji in the background and greatly illustrate theartist’s fascination with thehalf-imagined. Although all of the images in the series feature the mountain,Mount Fuji is not always the main focal point of the image. Despite it not always being the largest subject in the image, it’ssignificance is not diminished.
To the Japanese, Mount Fuji is a symbol of verylarge importance; it is the tallest mountain in Japan and is a deal of greatspirituality to the people of Japan. When this artwork was finished, the peopleof Japan must have greatly respected not just this image, but all Thirty-sixViews of Mount Fuji due to it’s importance to their ideology of spirituality atthe time. To the people of Japan today, it may mean something totally differentdue to changing beliefs and significance in spiritually. Today however, mostJapanese still view it more than just a pretty painting of waves and water.Even people from all over the globe today find this to be the most interestingpiece of art to come from Japan. As well as this, the image is one of the mostreplicated and most instantly recognized artworks in the world. There are stillmany versions of the woodblock work in Japan, but there are also many versionsall around the world in cities such as London, Los Angeles, and Chicago. Withit being viewed around the world still to this day, it proves how significantit still is to the people around the world.
“A person’s essential being that distinguishes them from others,especially considered as the object of self analysis.” That is the meaning ofself, and similarly, I myself, find this artwork to be significant. I believethat from analysis, this image was important to the art culture of Japan andhow Mount Fuji was and still is viewed in such a spiritual and emotional way.The connection between this painting and others’ perspective over time and mypersonal perspective is that some may find it emotionally ambiguous because itcan have more than one meaning. It can have more than one meaning in the sensethat people from past day Japan may find it spiritual due to Mount Fuji beingimportantly present within the image, whereas people of Japan may notnecessarily find it spiritual but may still be proud of it due to it’simportance to Japanese culture. So where others may find it important andspiritually meaningful, I find it to be an important way Japanese culturespread to the west in the mid 1800’s. Bibliography https://www.
culturewhisper.com/r/visual_arts/great_wave_exhibition_british_museum_hokusai_exhibition_london/8530 https://www.theguardian.com/artanddesign/2017/may/28/hokusai-beyond-the-great-wave-review-british-museum Bibliothèque nationale de France(2008). Estampes japonaises: images d’un monde éphémère.
Bibliothèque nationalede France, Fundação Caixa Catalunya. ISBN 978-84-89860-92-6. Bayou, Hélène (2008).
Hokusai,1760–1849: l’affolé de son art: d’Edmond de Goncourt à Norbert Lagane.Connaissance des Arts. ISBN 978-2-7118-5406-6.
Timothy, Clark (2001). 100 Views ofMount Fuji. British Museum Press. https://courses.lumenlearning.com/sac-artappreciation/chapter/reading-hokusais-under-the-wave-off-kanagawa-the-great-wave/