The focus over this past week at university has been on deconstructing fashion codes and studying visuals as a language, also known as semiotics.
As a student that has come from an A-Level background that involved no subjects creative of any sort, semiotics was a totally new concept for me.
Whilst in these lectures and seminars, we also learnt about the difference between a denotation and a connotation. A denotation being the literal interpretation of the image, whilst the connotation being the interpretation, suggestion of what an image is. Our task throughout this seminar was then to use what we had learnt about denotation and connotation, and apply these skills to analyse an interesting editorial image. In hindsight, the image we chose (an advertisement by the designer Ally Capellino) was possibly a bit too simple. However this really made us a group think and analyse the image in further depth, and think of ideas that maybe others may not have thought.
Below are some of our annotations about the image (the denotations labelled with a small D, whilst connotations a small C). I have also listed some of the denotations and connotations, as they may be difficult to read from the images.
DENOTATIONS -
1. Model - positioned off centre, casual stance, expressionless gaze into camera, arm resting upon bag, man or woman?, dressed casually in a t-shirt
2. Whole image rinsed in pastel pink - background, model's hair, complexion, nail varnish, bag, clothing
3. Black accents within image - zips/handles of the bag, tattoos, brand name
CONNOTATIONS -
1. Low key, cheap location and shoot - blogger vibe
2. Using an individual, edgy, unpredictable model for a series of adverts - TREND, trying to appeal to the younger more edgier target market?
3. 'Bathroom dye job' hair shown on model - TREND, youthful, carefree, rebellious, again attempting to appeal to the younger target market?
3. Motif whale tattoo - TREND
Once we had completed these annotations, we were then asked to research further into the brand itself and source the image, and then to analyse this information. This can be shown in the above photos also.
As a group we concluded that the image that Ally Capellino used to advertise her bag here, was an attempt to attract a slightly different consumer. A consumer who may be slightly younger, edgier and a 'risk taker' in terms of fashion. We came to this conclusion as after researching further into the brand we found that the Capellino's bags are of a traditional and classic design and past advertisements also reflected this, which is likely to attract the more preppy or 'sophisticated' individual. However this advertisement is a total contrast from this. The rinse of pastel pink (a colour often associated with youth) and an edgy tattooed model casually dressed used within this advertisement, is a far cry from Capellino's signature style. Hence why we came to such a conclusion.
I hope you enjoyed reading this slightly different post, and some may find it interesting and useful. We also have started playing around with colours and developing colour palettes this week, which I cannot wait to blog about!
New posts coming soon!
- A
As a group we concluded that the image that Ally Capellino used to advertise her bag here, was an attempt to attract a slightly different consumer. A consumer who may be slightly younger, edgier and a 'risk taker' in terms of fashion. We came to this conclusion as after researching further into the brand we found that the Capellino's bags are of a traditional and classic design and past advertisements also reflected this, which is likely to attract the more preppy or 'sophisticated' individual. However this advertisement is a total contrast from this. The rinse of pastel pink (a colour often associated with youth) and an edgy tattooed model casually dressed used within this advertisement, is a far cry from Capellino's signature style. Hence why we came to such a conclusion.
I hope you enjoyed reading this slightly different post, and some may find it interesting and useful. We also have started playing around with colours and developing colour palettes this week, which I cannot wait to blog about!
New posts coming soon!
- A
No comments
Post a Comment