Eyeing A1

A look at newspaper front pages from around the country

Posts Tagged ‘Visual Cultire

Let’s think for ourselves

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Advertising is a perfect example of visual rhetoric. They get you to think about what they want. The advertisers are getting their message across. This topic came up while discussing Visual Culture when the topic gravitated toward anchorage. Anchorage is text within a picture that grounds the reader into following a train of thinking.

You can take an innocuous object, include text and there is life to it.

Obviously, there are times when you see an ad and think, ‘Well, that was just ridiculous.’

But think about every ad played during the Super Bowl. Doritos, Snickers and Bud Light all conveyed the message that their product is fun and funny. By enjoying their product we don’t have to take anything too seriously. Why? Because that’s what the advertisers told us.

In class, we discussed how text with a picture gives you guidance into what the sender is trying to say. But what if that text is wrong. I’ve seen in newspapers when a caption is wrong. Why do we have to rely on other to make own opinion?

A good exercise when it comes to advertising is to look at a picture without the text. Imagine what the picture is trying to say.

Here’s an ad from Dunkin Donuts. I cropped out the words to the ad so you can see just the picture by itself. The first thing I notice is the body placement of the people. They are doing ‘Hear no evil, see no evil, speak no evil,’ while sitting behind a table.

There are no drinks or food on the table. Just a small vase on each.

Next, I look at what the people wearing. They are all wearing green aprons. For anyone who has visited Starbucks, this is similar to what the Starbucks baristas wear.

Clearly, Dunkin’ Donuts is mocking Starbucks, but why? They are in competition with each other. DD caters to a different crowd than Starbucks. After seeing just the picture without the text, what do you think is the ad’s message.

… I’ll wait.

Here’s the entire ad.

So, DD took Starbucks ’employees’ and they are so loyal to their company that they won’t speak bad about the coffee even though DD has superior coffee. Awesome.

Good thing I don’t drink coffee.

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Written by Susan Lulgjuraj

February 23, 2010 at 12:03 am