 Evon Ypy , twenty-one this year, and is currently pursuing a (BA) Hons Degree in Interactive Media Design at The One Academy Sunway, Malaysia. A girl who loves to read Chinese fiction novels alot, to her, books are the visual to the mind. She is also a big fans of anime and manga, and is taking a part-time Japanese Language Level 2 classes in Ringo Language center. Besides, the results of her MBTI test shows that she is an INFJ who likes to think to talk, this is why she isn't a fast thinker, can't responses to question immediately, it often takes some buffering and loading times... If it scares you, it might be a good thing to try. |
#10 Code or system
 2013年7月31日星期三  04:16  0 Comment(s) In order to break down the meaning of the ads in a more systematic way, I discovered a few "coding systems" or theories. First one is the Coding categories developed by Lutz & Collins (1993), it splits it into 22 categories. Which is...
a. age. What is the age trying to portray? Be it innocence? Wisdom or sanility? b. gender. It is very common that ads rely on stereotyped images of masculinity and femininity. Example, men are active and rational, while women are passive and emotional; men go out into the world, women are more associated with the domestic. c. race. Again, ads often depend on stereotypes. To what extent does an ads do this? d. hair. The hair of the women is frequent used to signify seductive beauty or narcissism. e. body. Body shapes of the models, are their bodies fat or thin? (Fat is often represented as undesirable and unattractive) In the ads, does it show part of the body, or as a whole of the body? f. size. Ads often indicate what is more important by making it big. g. looks. Again, ads often trade on conventional notions of male and female beauty. Susan Bordo's book Unbearable Weigh (1993) is an excellent discussion of, among other things, how ads picture bodies in ways that depend on cultural constructions of race, gender and beauty. - representations of manner (expression, eye contact, pose) a. expression. Which model is showing happy, haughty, sad or other expression? And what does the facial expression used to convey this? b. eye contact. Who is looking at whom (including you) and how? Are those looks submissive, coy, confrontational? c. pose. Who is standing and who is prone? - representation of activity (touch, body movement, positional communication) a. touch. Who is touching what, with what effects? b. body movement. Who is active and who is passive? c. positional communication. What is the spatial arrangement of the figures? Who is positioned as superior and who inferior? Who is intimate with whom and how? Hodge and Kress (1988: 52-63) have a useful discussion of positional communication. - props and settings a. props. Objects in ads can be used in a way unique to a particular ads, but many ads rely on objects that have particular cultural significance. For example, spectacles often connote intelligence, golden light indicates tranquility, and so on. b. settings. Settings range from the apparently 'normal' to the supposedly 'exotic', and can also seem to be fantasies. What effects does its setting have on an ads? Reference: Rose, G. 2007. Visual Methodoglogies: An Introduction to the Interpretation of Visual Materials. 2nd ed. London: SAGE Publications Ltd. Annotation: This particular chapter helps me on what are the 'codes' that available to me in order for me to break down the connotation of the ads. |