Project 1: Captions and Titles
Exercise 4.2
Choose a day that you can spend out and about looking with no particular agenda. Be conscious of how images and texts are presented to you in the real world – on billboards, in magazines and newspapers, and online, for example, make notes in your learning log on some specific examples and reflect upon what impact the text has on how you read the overall message.
Consider:
– Does the text close the image down (i.e. inform or direct your readings) or open it up (i.e. allow for your personal interpretation to play a part in creating the final meaning)?
What do you think was the intention of the creator in each instances?
Whilst out one day I saw an advert for ‘The All-New Ford Transit’. The image was someone pushing a cargo ship into the back of the Transit. The subtext of the advert is, ‘With our best-ever payload and volume’. The image provides a humourous effect as realistically there is no way it could happen, but is instead used to promote the volume that the Transit can hold, obviously not as much as a cargo ship but you get the point. The colours are bright and eye-catching but it does seem a bit cluttered for an advert. It combines the cargo industrusty with a van that transports ‘cargo’ usually as a part of a business, so it combines two industries together to appeal to the next businessman. I think the creator’s intention was to showcase the amount of space that a Transit can hold by showing it ‘holding’ something very big.
Another image I saw on a billboard was that of a woman with facial injuries from a beating. The text accompanying this image was “Look at me. We can stop it!” This advert really stood out to me. It was plain but straight to the point, and it raised awareness of an issue that is prevelant but not many people do something about it. I think the creator wanted people to be shocked by the image and notice it, as if they notice something like this they should report it and do something about it, as they could stop it.
Nokia was advertising a new phone. Their catchphrase was ‘Nokia Connecting People’. The advert is very colourful and bold. The use of bold colours catches the viewer’s attention. The creator wanted to catch the viewer’s attention and uses the guise of Nokia being able to connect people better than any other company, to sell their product. But it doesn’t make me want to go out and buy a Nokia.
The next advert was for Subway. The text states, “Train Hard. Eat Fresh”. The image is of the boxer Anthony OGood. It states, ‘Anthony OGood’s Personal best’, accompanied by an image of a sub from Subway. This advert doesn’t really make me want to buy a Subway. I can understand that they are trying to promote that their food is fresh and can provide substance even to a boxer, but it doesn’t create an appealing advert. The creators seem to have jumped on the Olympic/sport bandwagon; I personally don’t think it works.
The last advert I am going to look at is a 3D Billboard. It features a car crashing in the back of a lorry, where the crash happened the billboard is crumpled. It really does catch your attention. The text accompanying states “Tailgating isn’t worth it”. This image really hits home with drivers, as it could be you in tat picture if you tailgate. I found this the most effect advert that I saw.
Georgina's OCA Learning Log 