Tag Archives: Assignment 3

Assignment 3:Reflections on Tutor Feedback

I realise I often don’t give the time/space to reflect on my tutor’s feedback on an assignment before diving straight into the next one. Her feedback was lengthy but helpful. There’s a few things I want to pick up on as room for improvement following her feedback:

  1. I need to make sure when I read recommended texts for the course I do the following things;

a) Make notes on my responses, thoughts, questions that arise on my blog as I read – this isn’t something I’ve done so far.

b) Make space/schedule time for reading these texts – I’ve given a large proportion of the time allocated to study to working on the exercises and assignment but haven’t set aside an amount of time for reading to support or supplement my studies. In all honesty I’m not sure how best to do this! Should I set aside an afternoon a week to read textbooks? Or a couple of hours a week?

2. Learn from previous mistakes:

For the next section on Photography, I’ve gone ahead and bought the texts my tutor recommended; Ian Jeffrey Photography: A Concise History, Susan Sontag On Photography, Graham Clarke The Photograph: A Visual History, Charlotte Cotton The Photography as Contemporary Art.

3. Recommended Essays or Documentaries;

My tutor mentioned Walter Benjamin’s 1936 Essay, The Work of Art in the Age of Mechanical Reproduction, as an important essay exploring mass communication. I found a version of it online, here.

She also recommended I watch John Berger’s Ways of Seeing, series of programmes made in 1972. I have also found a link to these on YouTube and will begin watching those and making some reflections in my learning log.

 

Assignment 3: Re-appropriating images

For this assignment we have been asked to identify an example of re-appropriation within visual communication. I have chosen to consider a re-appropriation of Johannes Vermeer’s Girl With a Pearl Earring. The re-appropriation is a digital creation by Vienna based artist Dorothee Golz. In the post that follows I consider both images and collate notes ready for the assignment, a 1,00 word essay reflecting on questions from the workbook…

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Part 3: Exercise 1~ Persuasion

For this exercise I am identifying different forms of visual communication created with a specific purpose in mind. For each category I’ve identified an example using different forms of media; print, web, moving image.

  1. Persuasion – Boden Clothing Case Study:

I picked Boden as an example of persuasive visual communication initially for their printed brochure’s which work very hard to convince their audience to buy their clothing. However as I looked further into their on-line presence (website), I noticed that their webpage is highly interactive and contains video’s and animations all with the same persuasive aim. To me they’re an example of how much effort modern companies go to go to gain their buyers attention and loyalty through their visual communications.

I picked two pages from their March 2015 catalogue as examples of persuasive visual communication and analysed them in my physical learning log, you can see scans of these below:

Annotated Boden Catalogue Page 13. March 2015

Annotated Boden Catalogue Page 13. March 2015

Annotation of Boden Catalogue p.34 March 2015

Annotation of Boden Catalogue p.34 March 2015

Both make use of catchy slogans, repetitive phrases to draw attention to the product. They also make use of possessive language; “mine all mine”, “you know you’re going to get them” – any sense of it being optional to buy the product is pushed aside.

Both feature prominent visuals alongside the text. The photo of the lady in the dress has an effortless quality. She looks carefree but also professional. I think this is persuasive for women, particularly professional women or aspirational women who see clothing as a way to express their status and character.

In the page with the shoes, visually the choice of the bold pink and red shoe, at the bottom of the page, with the rest in more subtle colours draws focus to the product.

 

 

 

 

 

My illustration of Boden's webpage.

My illustration of Boden’s webpage.

I moved on to their webpage and alongside the normal categories for clothing (i.e. Women, Men, Children etc), they have a section called ‘We Love’. To me this section seems all about persuasion, it has several interactive elements – some of the images change as you scroll over them. There are links to video’s of animated illustrations, stop motion clothing – all designed seemingly to appeal to children but actually I think it’s to persuade parents that the clothing is child friendly, fun, will make them look good too.

There’s strong use of slogans, repetitive phrases, the word “perfect” is referred to twice – the implication that you can become better or perfect with this item of clothing. It seems to try and cover all their range – there’s a post to appeal to men, some for children, some for women’s office wear, some for women’s occasion wear. Design wise the use of the squares and rectangles with some kind of half drop or variation is clever because it keeps the eye moving across the page, and the same style box helps with continuity. It feels very seamless, slick, cohesive but at the same time humorous, fun – I think this is a persuasive method – it feels less like a business vying for your money and more like a friend trying to help you decide what to purchase.

Final comments on Boden’s persuasive visual communications goes to their YouTube channel. I could focus on lots of their video’s, again like their webpage they seem to have created video’s to appeal to a broad range of demographics. I’d like to focus just on this video for their February women’s wear catalogue:

I think it’s a interesting tactic, to produce an advert which is essentially a mini- story. We follow the heroine from the start (first shot is pretty much the shoes she’s wearing), she appears to be alone in an expensive hotel, her bright coat seems to catch the attention of a attractive man on the stairs (suggestion of romance), she bumps into a small girl with a dog (she appears kind, friendly – appeals to the ‘goodness’ or morality). She emerges from the hotel and calls a taxi – sense of adventure leading somewhere. The story finishes with a slogan or caption that says “join us for the ride” – its friendly, invitational, disarming.  I think the film creates the world where your clothing offers you opportunities – the chance for romance, friendship, adventure. Ideally, put yourself in the woman’s shoes and the thing you want is her clothes (and her lifestyle). All in all fairly persuasive.