Composition Experiments

After editing the photographs I was able to put together the advertising pieces. I followed the same layout that I previously worked with as through the feedback this proved to be effective and relates to the CK's current advertising. Once being back at uni I will gather feedback to aid the continuation of the brief.

Photography Editing

Due to the background not being consistent and having the lines of the paper in, I chose to edit the background so that it was all one colour. This will make it easier when putting together the poster, as well as giving a more professional and still life appearance. Having minimal to no shadow relates to the photographers Mate Morrow and Carl Kleiner that I researched. Kleiner's photography was a large inspiration with these photographs as he achieved the simplistic photograph that I wanted to replicated with a coloured background.

Edited Photographs:

I chose the pale pink and baby blue colours as these were mentioned in the feedback that I received on the first designs that I produced. I wanted a neutral colour as well as a contrasting colour which is achieved with both of these colours.

Progression

Once I had reflected on the feedback I wanted to do another photography shoot. As I am at home over Easter this meant that I had to come up with an alternative way to shoot the photographs as I do not have access to a studio space. This is when I remembered the talk that we had with Lord Whitney where they shared with us that many of their photoshoots were quickly put together and they often used sheets of paper as their background. This gave me the idea to use coloured paper as the background and to use natural light to capture the photographs. Due to shadowing I was unsure whether this would work effectively but felt that I needed to continue working on the project therefore gave it a go!

The photographs have turned out better than expected and with some editing, will be successful in the design compositions that I want to work with. 

Reflection

Taking into consideration the comments made in the feedback session, I have decided to continue developing with photography compositions for the outcome before producing and printing a final resolution. This is because I feel that there is a vast amount of compositions to work with in terms of product and background colour. It was frequently commented to incorporate a background colour to the design therefore this is something that I would like to take forward.I would also like to experiment with some more of my initial sketches in the studio to compare the designs and to determine which is the most effective at displaying the message that I would like the design to hold.

Feedback

Before gathering feedback I wrote my aims for the practical work, as well as direct questions based on the work that I have completed so far as well as the sketches that I originally produced. This gave the feedback structure as well as providing an understanding to the work. 

My aims: To produce a piece of work that doesn't display the gender stereotypes many advertisers use to attract their audience, providing an alternative image and direction to advertising.

Q1: Do you think that the imagery is effective at removing the gender stereotype factor of underwear advertising? If not, why not? (vice versa)
Summary of responses

- 'effective imagery but only more towards the female side rather than the male' 

- 'the mixture of bra and briefs have a very empowering vibe rather than it being seen as something sexualised'

- 'Sketches; the one with the hands has a lot of potential, almost symbolising the fight for gender equality, a break through stereotypes'

- 'the idea pf visual hands to advertise the products would work for every product. this also stops the attention being taken away from the producing rather than focusing on the celebrities CK use'

- 'the designs appear gender neutral, black is a strong colour choice'

- 'the # composition is the most neutral due to the 'my' calvin suggests they're for anyone'


Q2: Would adding a coloured background (e.g image below) make the image more engaging and interesting? or does it lower the quality of the CK advertising? Summary of responses

- 'adding colour would contrast well with the underwear' 

- 'people associate certain colours with certain genders, reversing this could potentially change the perceptions of the colour' 

- 'it doesn't lower the quality, but does bring gender into the advertising' 'look at using gender neutral colours or swapping the stereotyped blue and pink'

- 'black/grey/green/baby blue backgrounds' 'baby blue is generally for boys but is a much more feminine colour than it was 10years ago'

- 'brightens it up, creates a more engaging advert'

- 'use the colour to contrast e.g. bra - blue, boxers, pink' 


Q3: If this were a 'real' piece of advertising, would you still be influenced and persuaded to buy the product?' Summary of responses

- 'yes. the # also allow people to discuss the design as well as the product'

- 'I only really respond to mannequins/outfits so not for me, but I could see how it would appeal to others in a more creative way'

- 'yes. people who like CK will always like the product and I actually find the images without the model more visually appealing and attractive'

Due to the audience that answered the questions, the responses to Q3 were limited due to many of the respondents not being CK 'fans'. As they do not have an interest in 'branded underwear' the question was poorly answered therefore did not give me a clear insight to whether the design truly works. To overcome this, I am going to reach out to a larger more focused target audience. This will hopefully provide a more informed response to the question. 

Experimentation

From the photographs taken I have began experimenting with the style/composition of the advertising. Through researching Calvin Klein, I have found a similar typeface to the one that is currently used. This is an important elements to have in the design as I would like the advertising pieces to look as though they are part of CK's advertising campaigns. It will also show an alternative direction to CK advertising and can be compared with pieces that they have produced.  

Semiotics

Semiotics - The study of signs (aspects of meaning)

French linguistic theorist - Saussure
- Sign = signifier + signified
- The relation between them arbitrary (e.g the relation of love and danger with the colour red)
- Signs are organised into codes (signs, systems, underlying rules, patterns, cultural codes)
- Structuralism (underlying structure of cultural codes)

Barthes 'Mythologies'
- Sign = signifier (creates a literal meaning + signified (hidden, coded meaning) (denotation & connotation)
- Myth (something that is subjective, an expression made at the level of the connotative disguised as denotative

The Shannon-Weaver Mathematical Model, 1949
Information source - Transmitter(encoder) - Channel - Receiver(decoder) - Destination

e.g Mcdonalds

Golden arches - what is evoked in the mind, mental concept (signified)
i'm lovin' in - things that give meaning to words and image (signifier)
the image and slogan = anything that conveys meaning (sign)

Being able to link meaning to imagery and text can persuade people in a way that they will not be conscious of the persuasion. 


Noise
- anything unintended added to the signal between transmission and reception
- culture jamming (an intervention in a reestablished system of communication)

Redundancy Entropy
- a communicative act that is conventional, predictable and easily understandable
- redundancy - high predictability, low information
- entropic is the opposite of redundancy
- entropy = low predictability, high information, unconventional (cultural codes need to be understood for this to be effective and to maximise effect)

Paradigms & Syntagms
- Saussure defined two ways in which SIGNS are organised into CODES (cultural and linguistic)

- PARADIGM - a set of signs from which one is to be chosen (the alphabet in which you choose one letter to make your communicative gesture)
- SYNTAGM - the message into which the chosen signs are to be combined (letter from alphabet(paradigm), places into sintagmatic relationship according to pre-existing rules)

Other types of paradigm
- Changing shot in TV
- Typefaces
- Colours
- Choice of wording

Paradigmatic analysis is a structural technique which seeks to identify various paradigms which underline the 'surface structure' of a text. This involves the positive or negative connotations of each signifier. (This would be interesting to bring into analysis of an image in essay)

This lecture has bettered my understanding of how to visually communicate without having to literally write the message on the design. This will be particularly useful in my practical work for COP as I have a specific message that I want to be understood however I have now learned that this is important in terms of the SIGN and REDUNDANCY.

Evaluation

This is the stage that I am at for this evaluation task.


What were your initial aims?
- to remove the element of having a model in the advertising so that minimal to no stereotypes could be made in terms of the male and female body

What processes/strategies have you used and why?
- researched different styles of photographers to experiment with their styles in the shoot


What literature have you read that informs this work?
- Why does the fashion industry hate real women, mail online


Is the work effective (in terms of your aims) In what ways? How do you know it is effective (testing)?
- through feedback discussions and my personal opinion, the work is effective in removing the element of the human body from advertising
- 'you have no concept of the sex, race or body size of the model as the advert is completely focused on the product itself, i think that this fulfils your aim and is an interesting way to explore the question'


What areas need improving or developing further and why?
- this is only one composition that I worked with in the photoshoot therefore would like to experiment with the other layouts and styles and then determine which is the most effective
- experimentation with type and layout
- spelling of Klein!

Photography

Once I had sketched out a number of ideas and discussed this in a COP session I booked a photography studio to start experimenting with the product and composition. I collaborated with Hilda Quick who is a photography student that I have worked with for PPP. Having a skilled photographer take part in the shoot helped when setting up the studio space as well as having another persons opinion for the composition and lighting. I was able to assist with the shoot although Hilda was the photographer.

Photography Research

Bella Borsoni

Mate Morrow 

Carl Kleiner

Idea Discussion

Today's session enabled me to talk through my ideas with a peer to gain another persons opinion and outlook on the sketches that I have done to demonstrate and work through my idea process. Before the discussion I wrote out some questions to structure the feedback. From the other modules this has been effective at gaining appropriate and useful feedback therefore I have applied the same technique to COP.

Following today's session I have booked a photography studio for the following week so that I can start producing some of the ideas. This will allow me to get feedback on the mock up ideas so that they can be developed effectively.