2. Activity 1: Independent Analysis Look at these 2 images and answer the following questions in full sentences. Write one full sentence for each image. What is their body language telling the audience? How can you tell? What do you think the purpose of each photograph is (eg: advertising, promoting)? Why do you think so? Who is the likely audience for each photo (eg: men, women, teenagers, children) How can you tell? What are some similarities or differences between the man and woman being presented? What does it say about how men and women are represented in society?
3. Interaction between Men and Women in Images Given what we have discussed about analysing images, discuss one or two reasons why you either like this image or dislike it. Think about how the man and woman (or in this case, boy and girl) are communicating with each other, and with the audience.
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6. Basic Analysis of an Ad : The specific use of the phrase "for the benefit of mankind" suggests a number of ideological meanings. At one level, the phrase (as well as the composition) speaks to the constructions of patriarchy in western culture. Men are typically the ones who "benefit" from popularity. As well, the use of "mankind" suggests the superiority of males in society. The visual composition and poses of the two figures also speaks to the dominance of males over females . Another meaning is that of male sexuality and the notion that women are presented to serve men , sexually and in other respects. The advertiser will also benefit from the association of male virility and the specific product being sold in the ad. The Cultural or Ideological Meaning The advertiser is trying to point out the comfort of the particular underwear and that the brand can be worn in different settings, they are lightweight, and unlike any other underwear on the market. As a product, the underwear will "benefit" men. The Advertiser’s Intended Meaning The advertisement consists of a muscular male standing in his underwear with a nude female positioned on a bed in a suggestive position . The Surface Meaning Description of the Ad Level Level of Analysis
7. Vibrant Visuals! Symbols: Symbols are pictures or diagrams that are used to represent something. Sometimes the symbol is associated with other images or ideas that help to sell the product. Special Effects: Special effects are used to create illusions. Ads rarely show realism, they project an ideal feeling or world that the advertiser wants you to associate with their product. Lighting and Colour: Lighting and colours are used to set the mood and evoke certain feelings and impressions from the viewer. Colour and light can be used symbolically . Layout, Font and Graphics: The arrangement and choice of text and images is another way for the message to be conveyed. For example a funeral parlour is unlikely to choose a wacky font size and style for its ad. Images can speak just as loudly as words. Ads are never around for long, so they have to make a BIG impact.
8. Text, Language, and Voice Body Language: This includes posture, gestures, facial expressions, gaze, arrangement, and interactions with other things or people. Colourful Copy: Advertisers make products more interesting by using lively language in their text or COPY. Sometimes these words are emotive , and this can be effective by giving additional information that makes the product or service even more appealing. Use of Voice: How something is said leaves different impressions on the reader. Jargon: Technical terms used to impress or let the public connect to what is being advertised.
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10. Task 1: Analyse an Ad In pairs or groups of 3, analyse an advertisement. You can also use the Advertisement Analysis Guide to help you answer your questions on your worksheet.
11. Shaping the Ideal Woman Original Enhanced Look at the photo of Jessica Alba to the right. What changes have been made from the original to the enhanced photo? Which photo is more appealing to you? Why? What does your preference suggest about what you perceive as “ideal beauty”? Do you you think your preference is based on cultural influences or strictly personal taste?
12. First Impressions Choose one of the ads below and, based on your knowledge of analysing images, write 3 sentences discussing why you either ‘like’ or ‘dislike’ the ad.
