Journal # 20

BRAIN VS. BRAWN

Journal # 19

(ADVERTISEMENT MYTHS)

Myths are the result of meaning being generated by the groups in our society who have control of the language and the media. In this McDonalds ad the tagline/slogan is the myth (I’m Lovin’ It). Not everybody loves McDonalds. Actually, most of the people I know do not like it at all and don’t eat there because it thought of as unhealthy. In this ad, denotation is used in the images of three gigantic hamburgers. The connotation of the ad is false in that the images of the hamburgers are not what you receive when you order. However, the ad works very well because it describes the viewer as loving the food as well as shows the viewer how good the food looks. The cross between these two aspects triggers the viewers mind into wanting the product.

Journal # 18

(GOLDFISH ADVERTISEMENT)

This advertisement provides the viewer with the many appealing aspects of goldfish crackers. It states, “We’re bakers. But we’re parents too.” This provides the viewer (assuming they’re parents) with a sense of confidence that they too can provide healthy snacks for their kids. In the body copy, the advertisement continues to explain all of the reasons that Goldfish crackers are good and good for you. The text is concise and even gives a web address for more information on keeping kids healthy and happy.

Journal # 17

(GAME BOY ADVANCE SP ADVERTISEMENT)

This advertisement uses high contrast between cool colors and white. At the top of the tree, there is a Game Boy Advance SP so brilliant that it is radiating white light much like a star. The brightness of the Game Boy grabs the viewer’s attention almost instantaneously. The small bright lights on the Christmas tree also help to direct eye movement from the bottom of the ad to the product. This ad uses color harmony in the monochromatic blue background. By fading into a very light blue, it makes it seem like the product is radiating light. The dark green/blue hue and saturation of the Christmas tree allows it to blend into the background better, so it is not overwhelming the push on the product.

(WINTERFRESH ADVERTISEMENT)

This advertisement uses color to describe the icy cold nature of the product. To achieve these qualities, the ad uses various hues and brightness of blue. To ad depth to the images, dark blues and blacks are added on edges and on the background as shadows. The monochromatic harmony in the blues helps to place emphasis on the snow globe and also give it a sense of depth. The colors in this advertisement are useful in that they help it to look extremely cold. If the designer used any other color, it would loose the effect.

Journal # 16

(ebay)

The ebay logo uses the three main additive primary colors otherwise known as RGB. These colors are the red, green, and blue. To form the yellow in the logo, the red and green light overlap. However, the hues, saturation, and transparency have added a lively style to the simple text. I believe that the company chose to use this logo for their image because of its diverse colors being connected through the transparency. The products you would find are sold by diverse people from different places, all on the same site.

(WINDOWS VISTA)

Windows Vista uses a similar color spectrum of the RGB, as well as yellow. It seems as though companies with a wide variety of clients/customers choose to use the same additive colors in their logo. However, these four monochromatic colors seem to be in good harmony with each other because of the inner gradient glow from the center of the circle. Also, the four colors look bright and lively because they are against a dark blue circular background.

(GOOGLE CHROME)

When analyzing the Google Chrome logo, I noticed that it looked very similar to that of the Windows Vista logo (It is circular and uses very similar RGB colors). However, I notice that the color of the monochromatic sphere are more like that of the original Google logo itself. This helps to maintain the company image of Google, and still have a new browser.

Journal # 15

Rage- The Hulk

Order- A Gavel

Justice- Vigilante

Evil- Devil

Peace- Hippies

God- Indian Giver

History- Civil War

Pain- Broken Bone

Smart- Light bulb

Rage Denotation- This image of the Hulk depicts the denotation of rage perfectly. He is extremely angry and destroying things around him.

Rage Connotation- When people think of rage, they think of anger causing damage to other objects. I chose to represent the object damaged with a broken piece of glass.

Order Denotation- The following image is of a political person giving a direct order to be quiet.
Order Connotation- People perceive a judges gavel to bring order to the court.
Justice Denotation- Where there is true justice, there has to be a vigilante.
Justice Connotation- People in Ireland believe that this justice statue represents justice.
Evil Denotation- An image of the devil depicts pure evil.
Evil Connotation- Some citizens believe that the choices a person may make causes them to be pure evil.
Peace Denotation- These hippies are happy and peaceful people.
Peace Connotation- Countless people have related this symbol with peace.
God Denotation- This is an image of an old man in the sky, representing a God-like figure.
God Connotation- Many religions have their own way of depicting their god. This is an image of a cross which signifies the followers faith in God.
History Denotation- This is a historic photo of five men from the Civil War.

History Connotation- I chose to use the History Channel logo as a way to describe history, because so many people know the symbol and relate it to being about history.

Pain Denotation- This is an image of lower back pain. He is holding his back right where the red colored pain is.
Pain Connotation- This is an image of a broken bone. The viewer can not actually see the pain, but we know that it must have hurt.
Smart Denotation- This is an image describing a smart quality because the brain is very bright.
Smart Connotation- People relate light bulbs with describing intelligence, because they also very are bright.

Journal #'s 12,13,14

ELECTRIC GOGGLE ADVERTISEMENT

(From Transworld Snowboarder Magazine)

The cultural myth invoked in this ad is the name of the eyewear company itself (Electric) and its brand image. The relationship seen between the myth and the target audience for the product is a kind of rebel generation. This is conveyed, or hinted at, by using hand written text reading “Nice Life…” and pointing to a guy wearing the product (goggles) and laying on a couch, while smoking a cigarette and reading a newspaper. Located above him, is a poster of Jesus Christ with the text reading, “Jesus likes to Party!” Next to the poster is another guy wearing a paper bag on his head with a pair of different goggles designed by the same company. The characters in the ad function as signs because they are showing the viewer what they could be like, if they purchase and/or wear the product. This ad tells a story about a young, new generation having nice lives, partying, and being worry-free. If the audience purchased the product, then they too could join into this story. If you don’t buy the product, you will never look as cool as the guy on the couch, smoking a cigarette (which actually doesn’t really make sense to me…).

RITZ TOASTED CHIP ADVERTISEMENT

(Oprah Magazine)

This advertisement is very simplistic. The main color used is green and both the copy and the visual are centered on white space. The cultural myth invoked in the ad is that the Ritz Toasted Chip is the chip that needs no dip. The copy is written in a way that makes it look fun, new, and inventive. The relationship between the myth and the target audience for the product is that the product is pictured by itself. The myth is conveyed or hinted at by picturing it on white space, providing that it is the chip that needs no dip, nor anything else for that matter. However, even though this is a simplistic ad, there is still a story being told. Next to the product is a sentence clarifying that “the chip is sold in the cracker aisle”. This makes the product seem like it is more than a chip. It is a product unlike any other you would purchase. Because this is a product unlike any other, it creates an even greater desire for the audience to want to have it.

RIGHT GUARD ADVERTISEMENT

(Snowboarder Magazine)

In this advertisement, there are two items that fall under the first order of denotation. First is the Right Guard product, and the second is the snowboarder JJ Thomas. The second order of signification is connotation, which is how the subjects are pictured. The product is shown with a glowing green haze around the bottle and a white mist bursting out of the top (its funny that the bottle is set to the lock setting, but its still spraying). The snowboarder is shown with a white, curled, wave-like line echoing his movement. This movement is then re-instated at the bottom in text stating, “clean, style”. The character in the ad functions as a sign because he shows the viewer what clean and style looks like. The story being told is that if you wear the Right Guard product, than you can have the clean style of JJ Thomas snowboarding. This ad uses good flowing movement of lines to ensure it is easily seen. The spray from the bottle flows into the curled wave emphasizing the character’s movement and then returning back to the base of the page.