L5 Lectures (Theory and Context)

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Sense, Perception, & Meaning

The Audi logo uses 2 reflective lines of symmetry, one straight in the middle and the other across the middle. The logo on a whole is symmetrical and the way it is designed is so simple yet so effective. This logo could be flipped over and still would look the same.

Set Essentials logo uses closure as closure occurs when an object is incomplete or a space is not completely closed. As you can see above the letter S is not complete but the eye allows you to fill in the gaps which makes up the letter. Once the eyes fills up the gaps, that’s when closure happens

By looking at this logo we can tell straight away what the logo is trying to show. The use of type to illustrate an object or a characteristic, you can see by looking at this logo that an illustration of a snake is used to cover up the gap in between the letter ‘S’ in ‘Snake’. This is called figure and ground. Figure and ground happens when the eye differentiates an object from its surrounding area. A silhouette, or shape is generally perceived as a figure (object), while the surrounding area is perceived as ground (background).

This is another good example of a logo which uses figure and ground. As you can tell from the illustrative logo above that the bar and lounge is called ‘White Tail’ and uses an illustration of a white tail with a bottle of wine between its legs. 

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Representation and Interaction

The model in this ad has a face to face interaction with the viewer so straight away it will grab peoples attention when they see it on TV, billboards or posters. The advertisement is trying to show the viewers that if you buy this perfume and spray it on, you’ll grab a lot of attention from women and ‘they’ll be all over you’ as you can clearly see in the advertisement. The women are literally holding onto him and not letting him go even though he wants to go. What makes this advertisement appealing to one’s eyes is that the model is trying to tell people by directly looking into the camera is that YOU have to buy this product if YOU want to be like me, if YOU want to smell good and grab attention from women wherever YOU go. The ad kinds of puts you in his shoes and gives you the feel to be him which I’m sure most guys would want. It has been directed very well in terms of having the model walking forward and one of the women rubbing onto his chest, another grabbing hold of his tie and the other from behind looking over him. Being an eye angle shot It doesn’t degrade the viewers as if it was a low angle shot it would’ve looked like he was degrading the viewers by looking over them which shows strength and power. So by the photographer taking an eye angle shot it shows equality. Yes, Emporio Armani is a high brand but who can’t afford it, again it shows that you don’t have to be very rich to get hold of the product and it’s for every man.

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The Semiotic Landscape

The purpose of this campaign is to promote Faber-Castell coloured pencils. There isn’t much of an age range to this campaign as people of all ages can use coloured pencils but the target audience for this campaign will be for anybody who enjoys drawing and colouring including people who work or study in the creative department like graphic designer’s, architectures, artists, fine artists or fashion artists. The way the message is conveyed wants to make people seeing the advert to buy the Faber-Castell colouring pencils and start being creative with it.

They have repeated the same merging technique with all the adds such as with the dachshund, fire truck, shark, aubergine and banana. The way this was done was by merging an object, fruit, veg or animal with the corresponding coloured pencils to put emphasis on how ‘true’ and realistic the colours were. The advert campaign is very effective and creative as by looking at it, you know exactly what the message is trying to tell you. It shows how realistic the colours are and what you can do with them. This advert campaign gives people the impression that if they were to buy the product then they can literally draw anything with these coloured pencils and make their drawings look realistic as the ad shows that the colour of the pencil and the colour of the object, animal, fruit or veg are exactly the same. This advert contains both denotation and connotation traits. The object, fruit, veg and animal are denoted and and the colours of the pencils are connoted. • Denoted is the direct meaning of what something is e.g. heart is a muscular organ that pumps blood to your body. • Connoted is the understanding or interpretation of something e.g. the heart could be interpreted in other ways like love and affection