Ramona…
Chapter 5 Blog Response Oct. 6, 2010
Exploring the Visual Methodologies text we have encountered numerous different ways of viewing and interpreting imagery. We read on compositional analysis; which speaks strictly on the visual strengths and weaknesses of an image. We also studied the ideas within content analysis; a researched based method that strives to obtain a general understanding for a series of photos (the photo series’ typically focus on large photo databases). Currently, our studies have taken us to the deeply interesting and easily grasped approach of semiotics. Semiotics is essentially the study of cultural interpretations of imagery and the roles of imagery in society.
As a practice, semiotics goes deeper into an image for it’s concept and content, so often looked over by the average viewer. In comparing the three unique approaches, it is easily understood that the compositional approach is a way to superficially view an image outside of its process and meaning; while the content analysis makes generalities for what most have already seen, just never categorized. Semiotics takes the interpretation to a different level of depth with its attempt to understand the true cultural meaning and purpose for an image.
Reading chapter five of Visual Methodologies I was struck by the section discussing audience interpretations. Although I have used the same image for all of my blogs, I feel as though it is again appropriate to discuss various visual and conceptual elements within my still image choice, the American Apparel “Lace” advertisement. I believe this image can be interpreted in several different ways due to its wide range controversial elements and qualities. The lace onesie and the model’s free flowing hair are the signs I have chosen that I feel are important to this image socially.
When referencing the chapter, I can categorize the signs I choose in various ways in order to more deeply understand the impact of this image. Age, when considering age the model pictured seems to be the epitome of young and vibrant. She is wrinkle-free, thin, flexible and of course she is clad in a transparent unitard. I think her age has a lot to do with how the lace unitard fits her; not just in a literal sense but also in her approach to the audience. If the model were 65 years old, even if she were a great looking, fit 65 year old, it would be strange to see her in the lace outfit pictured; it just would not fit her. However, the fact that what is pictured is considered “age appropriate” is what we are led to believe through the media; therefore it is our own social hindrance causing us to assume a 65 year old would look awkward in a see through pants onesie.*
After exploring age as a point of understanding, one can also delve into other areas which help to breakdown signs. Through the representation of expression it is easy to understand and see the models seductive expression as she looks directly at the viewer. When applying this to one of the chosen signs, the lace onesie; a viewer can come to the conclusion that this particular article of clothing makes you feel…seductive.
The model, we will call her Ramona, has her hair down and free flowing. Looking into the representation of activity we can associate her hair into positional communication. The free soft waves, not overly styled suggest to a viewer that they too will experience this liberating freedom if they join Ramona in this lace onesie parade.
Ramona’s lace onsie and free hippie hair can be looked into for several different reasons; but when applying the importance of her appearance it becomes more apparent that the advertisement was attempting to indicate to the viewer that they are capable of feeling like Ramona does here in this image. There is, however, always a fine line separating what one finds to be a whimsical relation to an advertisement, and where one may feel intimidated.
*Whether or not it is a social hindrance, it would be terrifying to see a 65 year old in this outfit.
