Sturken Cartwright - Interpollating Imagery & Text: My Quick Commentary on an excerpt
The notion/observation on interpolating imagery between the audience and viewer ( the distinction Cartwright points out as a viewer being individual), is quite thorough and well informed that empathetic advertisements (which use interpolation for marketing), cover a middle ground for the viewer to make sense of the juxtaposition and this often creates problems as well as the desired results. As through experience in doing my graphic design work, the meaning can sometimes be lost or misconstrued via various processes and techniques if not vested with prior knowledge to the subject.
The process of image making is a two way street between the creator/s and the viewer/audience, which often means educating your viewer/audience (once said by a previous graphic design lecturer of mine), as well as yourself to reap the best of what the imagery & text is trying to create. However, I find the responsibility in imagery that is shared among the creator and the viewer shouldn't be entirely be on the shoulders of the image maker as even those with the greatest in composition talents can fall prey to an unpredictable personal ideology. Effectively the suggested power-play of function of the rhetoric in the image is examined and regurgitated with a lot of active participants regardless of a complete/partial or lack of awareness to it.
The humour of saying theoretically, that by engaging with the imagery and text in advertisements or art in general as an interactive piece via proxy of information processing, makes me wonder about the interaction of technology based 'interactive art'. Haven't we been interacting with imagery and text since cave paintings? People would argue that the loss of modern physical interaction (such as touchscreen), could mean that there are safeguards that limits us (glass or rope boundaries) but conventionally you can still interact physically with the piece... although I wouldn't recommend messing with an expensive Caravaggio painting (but it doesn't stop you authoring a spoof via a photograph or observational drawing/painting).
Subjectively aesthetics and taste exist naturally as the development of the visual pallet goes sporadically through life, a third party (school) can help diversify the extent of your visual spectrum too, if articulated correctly with conclusive investigations of positive and negative review. Contextually the hyperbole and evocative mythos creation plays a part on the influence of aesthetics & taste too, yet again creating feedback culturally.