Term Paper on "Interpreting an Image"

Term Paper 5 pages (1657 words) Sources: 1 Style: MLA

[EXCERPT] . . . .

Image

Hand model, five hundred dollars, half-peeled orange, around fifty cents, a visual that creates millions in profits; now that is priceless. This is often true in imagery and advertising. One sees an image and they begin to relate to it, either as something wanted, needed, or already obtained. An advertiser wants a consumer to relate to the product, it is their job to make the item look inviting to the potential consumer, in hopes that this will increase the likelihood of the product/service etc. being purchased. Presentation is everything, and this can make or break any advertiser's efforts. Have One is a phrase often used when sharing something that is enjoyed, therefore it can easily be decided that the visual "Have One" uses the idea of sharing and giving to get the point across. This simple visual is not simple at all; it is laden with underlying points that bring the visual into an advertisement that describes visually the term "Have One."

If the product is presented properly, it is almost guaranteed that sales will increase, people will want it, and it will be successful. It is a choice to look at something visually, therefore, it is important to create an image that the viewer must look at, and feel compelled to know more about that product/service etc. Visually one encounters thousands of images each day. Children begin to interpret the world by sight before the formation of speech ever occurs. This alone supports why visual materials are so effective in presentations and communication. It is also possible for a person that cannot communicate through written mediums to express himself or herself visually. It is important and necessary to know what is being represented in an image.

When we "see" a landscape, we situate ourselves in it. If we "saw" the art of the past, we would situate ourselves in history. When we are prevented from seeing it, we are being deprived of history, which belongs to us. (683)

The imagine chosen for this project is Have one. The visual of a single hand holding an orange that has been opened in a perfect circle on top just enough to show the bear fruit, at first glance one could say that this is simply a picture of a piece of fruit with someone holding it. However, so much more thought is present in this single visual. Firstly, there is a slight nuance of sensuality. This is present in the smooth tear lines in the peel of the orange. The open center of the "cover" of the fruit, leaving it bear and vulnerable, the representations of circles, which have often been compared to the roundness of a woman's breasts, There are four representations of this round circular perspective. The hand that is cradling the orange (round object #1), the orange peal (round #2), the orange itself (round #3), the bracelet (round #4) and the middle of the orange (round #5), the same round depiction is creates in the three smaller pictures below the large have one visual.

What is this "seduction" he writes of? It is nothing less than the paintings work upon us, they work upon us because we accept the way Hals saw his sister. We do not accept this innocently. We accept it in so far as it corresponds to our own observation of people, gestures, faces, institutions. This is possible because we still live in a society of comparable social relations and moral values. And is precisely this which gives the paintings their psychological and sociological urgency. (684)

Next, the simplicity of the visual also helps. One has no choice but to focus on the orange. It is possible to focus on the hand but the eye continually will focus on the orange. The image illustrates the idea of "have one." This is shown in everyday interactions. If there are two individuals standing arms length away from each other, and one of the individuals extends their hand to the other, the first thought if this image is pictured is " have some, have one, here you go etc. It is easy to imagine an exchange-taking place, or even the giving of a gift. An open hand has always been viewed as peaceful more so than a closed hand, which also represents a fist or an act of violence. In the visual, the view sees a peaceful open hand holding a piece of fruit. Berger best described the significance of photography as a medium of advertising when he stated:

In the age of pictorial reproduction the meaning of paintings is no longer attached to them; their meaning becomes transmittable: that is to say it becomes information of a sort, and, like all information, it is either put to use or ignored: information carries no special authority within itself One should be quite clear about what this involves. It is not a question of reproduction failing to. Certain aspects of an image faithfully; it is a question of reproduction making it possible, even inevitable, than an image will be used for many different purposes and that the reproduced image... (689)

The viewer also thinks of food, health, and growing something by hand. The hand represents simplicity, the smaller pictures show the land, giving the idea of coming from the earth and nature. This makes the viewer think of health, as well as longevity. The blank background is also well thought out. The blank background makes the viewers attention come to the forefront were they image is displayed. It becomes impossible for the viewers thoughts to become redirected while viewing the image.

There are drawbacks to this image as well. There are viewers that may not care for fruit, and they will not be interested in this ad. It is understood that regardless of the advertisement it is in the sole discretion of the viewer whether to view an image, as well as what is thought of the image. Actually, interpretation is left solely to the viewer. Each viewer walks away with an individualized perception of the visual. A set of opinions on what they visual says to the viewer. Therefore it is often difficult to suspect what everyone would think is being represented in a single image.

Images have been analyzed for centuries, though the mediums have changed from oils on canvas to photos on paper, one thing remains consistent. Imagery is universal. There are no language barriers; there are no misunderstandings or translations needed. A single photo can in capsule a single moment that can be shared around the globe, it can be shared with millions of people, and one single image can speak volumes without one word. And that is one of the reasons that imagery has become so big in advertising and in life events. During a birthday or special event, everyone runs for the camera. The images are caught on file for later review once developed. Years, weeks, even months later, the photos are reviewed. The moment is brought back in an instant. The viewer can remember what they were saying, doing, and even sometimes what they were thinking when the photo was taken. That alone makes a photo/picture have such an impact. That something that appears so simplistic in nature could mean so much more. This adds more support to the phrase "a picture is worth a thousand words."

It is important to think about what is being viewed for several reasons. Primarily to understand the reason for the visual in the first place, Second, to be able to appreciate the thought put into the visual as well as how effects the viewer and his/her perceptions and opinions. Lastly, to figure out the various layers of the message presented. To clarify and visualize what the image is attempting to vocalize. All… READ MORE

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