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Culture Jammer Ad: Reflection

Name: Antonette Nolan

Culture Jammer Ad title: Olay Irony

Medium: Photoshop

Date: Friday, April 24th 2015

Technical

            Within Olay Irony I used a few new tools and technical steps that I had not previously had much experience with. All of them were used to edit layers’ coloring in different ways. I used several warming photo filters to make the model’s skin darker (she was originally European), and played with the color curves for the same reason. In addition, I created a flat brown layer above the model’s image and used the “multiply” option to create a smooth, dark finish. Finally, I experimented with opacity changes on nearly all layers.

Idea or Concept

            When first presented with the opportunity to create a satirical ad, I thought it was almost too good to be true! I have always had an interest in criticizing unethical organizations (for many years I actually wanted to be a libertarian political cartoonist), so this project provided the perfect chance to experiment. I chose to target Olay’s skin-whitening creams because of the company’s ironic slogan, “Love the skin you’re in”. The message sounds cute and caring, while the products themselves say the exact opposite. Thus, I replaced the word “love” with a more appropriate verb: “loath”. I did not find that this concept changed much as I worked on the piece. The irony stayed fresh, so I did not wonder from my original plans. This, obviously, lead me to title the piece Olay Irony. The floating feathers, sleek fonts and white background all give the “feel” of a real cosmetic advertisement.

Influences

            No particular artist (that I can think of!) influenced my work in this project. I did, however, research Olay’s (and other prominent cosmetic producers’) advertisements before creating my own from scratch. I suppose their style influenced my own, and at least may have affected how I used the colors and space in Olay Irony.

Composition

            I balanced the composition asymmetrically, with most of the “weight” in Olay Irony on the left side (the model). I intended most of the emphasis in the advertisement to be on the model’s bleached face, but also (secondarily) on the writing in the upper right-hand corner. I believe I succeeded in this for the most part, specifically through use of contrast and space (the model’s tanned skin is eye-grabbing because it contrasts with the white background, while the writing stands out because there are no feathers surrounding it). I wanted the viewer’s eyes to first focus on the model on the left, move up and right to the message, down to the image of the whitening products, and then again down to Olay’s logo and altered slogan. Each of the feathers is placed on a specific angle and made a certain size in order to push the viewer’s eye in a somewhat circular motion around the advertisement.

Motivation

            I suppose my ideas for this piece all began with my interest in the fashion industry. I had been thinking about makeup a lot, since I would actually love to attend school for the subject. After researching several prominent cosmetic companies I was astonished to find that, despite many manufacturers claiming to have women’s interests at heart in their slogans, they also sell skin-whitening products to women in poorer countries (where darker skin is stigmatized—the darker the skin one has, the poorer it is assumed one is). I must confess I was a more than a little disgusted, and thus decided to base my culture jammer ad on the topic.

Critical Assessment             

            Personally, I found the altered slogan (“Loath (rather than love) the skin you’re in”) and the model’s perplexed face to be the most interesting and successful parts of the entire piece. I had to change her features a lot to give her a worried, unsatisfied look (which many women, I am sure, could identify with), while the word ‘loath’ fit so perfectly in ‘love’s place! If I had had additional time, I believe that I may have looked for a way to make the model’s skin darker in hue—the current darkness seems a little too ‘shadowy’.

Culture Jammer Ad: Olay Irony

Culture Jammer Ad: Questions

1.  What company does the advertisement represent/subvert?

This advertisement is subverting Apple Inc.

2.  What kind of product(s) is being advertised? 

            An iPad is being “advertised”.

3.  What imagery is used in the advertisement to subvert?

A sad-eyed and extremely malnourished African child is cleverly placed to the right of the “thinner than ever” iPad.

4.  What message (text, copy) is used in the advertisement? 

            The text “Thinner than ever” appears in the centre of the advertisement.

5.  How are the elements and principles of design used to convey a message?

            I believe the most powerful factors in this advertisement are the colors used. The classic white background and grey font—Apple’s signature combination—are a visual hook for the viewer; immediately one assumes that it is America’s top smartphone manufacturer. The iPad is held by a Caucasian hand (symbolizing rich American consumers) while the small boy (encompassing third-world workers) is black. 

6.  Who is the target audience of the advertisement?

            I believe this advertisement targets those who feel the need to stay constantly “up-to-date” in regards to purchasing the latest Apple products.     

7.  Does the ad jam convey a clear and successful message?

            I suppose this ad jam could be taken in different ways, but it really spoke to me as soon as I saw it. All of my Apple products are at least five years old, and I really don’t understand why one should buy new iPads, iPhones, etc. when the first are in good condition

8.  How could the ad jam be improved?

            To be honest, I don’t think I would change anything about this ad jam. Its beauty is its simplicity!

1.  What company does the advertisement represent/subvert?

This advertisement is subverting Malboro, a cigarette manufacturer.

2.  What kind of product(s) is being advertised? 

            Cigarettes are being “advertised”.

3.  What imagery is used in the advertisement to subvert?

The entire advertisement’s background features a photograph of a full cemetery.

4.  What message (text, copy) is used in the advertisement? 

            The text “Welcome to Malboro Country” appears in the top right of the advertisement.

5.  How are the elements and principles of design used to convey a message?

             I think that, firstly, perspective and line are important elements in ensuring that the cemetery looks “chock-full”. As well, color plays a significant role; the red writing stands out well against the green meadows, as it is its complimentary color.

6.  Who is the target audience of the advertisement?

            This advertisement, I think, targets both those who smoke and those who are tempted to start with an innocent purchase of cigarettes.

7.  Does the ad jam convey a clear and successful message?

            Absolutely. I do not see any way in which this ad jam could be taken in a way other than its intent.

8.  How could the ad jam be improved?

            Once again, I do not think there is anything in this ad jam that should be changed. It is blatant and wonderful.

3D Photos

Note:

I find that looking through the red lense with my right eye and the blue with my left works the best for these photos.

 

3D Apocalyptic Scene: Reflection

Name: Antonette Nolan

3D Apocalyptic Scene Title: Lone Optimism

Medium: Photoshop

Date: Wednesday, April 8th 2015

Technical

            Within Lone Optimism I used a couple new tools and technical steps that I had not previously had much experience with. These include using the “define brush preset” option to create several specific brushes, including the broken TV and car-boats, and using specific colour-layering to make the overall image 3D.

Idea or Concept

            My initial idea of an apocalyptic world consisted of a very vague concept of hope after nuclear destruction. This concept changed a lot as I worked on the actual piece, however. I found myself omitting many of the things on my initial list, while simultaneously adding things that I hadn’t previously thought of. In addition, I began viewing the piece more and more as a representation of the hope that inevitably springs up within the individual after turmoil. This lead me to title the piece Lone Optimism. The broken TV, car wrecks and oil barrel impart a sense of desolation, while the mother and child alone on the beach bring an atmosphere of peace and hope to the piece.

Influences

            I think I was actually a little bit inspired by Tyler Brett and Tony Romano’s post-apocalyptic illustrations. I often found myself thinking about the picture in which the snow-covered cars are being used as shelters, so I think that could have been why I saw them as potential boats in my own piece.

Composition

            I balanced the composition asymmetrically, but the “weight” in Lone Optimism is distributed evenly throughout. I intended most of the emphasis in the scene to be on the mother and child, but am not sure if I succeeded in this (the figures, to me, still seem to ‘melt into’ the background a little. My eyes first focus on the tree on the left, then move up and across, following the “car-boats” and flock of birds to the tips of the right-hand tree’s branches. Finally, they go to the figures on the beach. Each of the images is placed in a specific place and on a certain angle to push the viewer’s eye in a spherical motion around the entire montage.

Motivation

            I have always been pretty fascinated by World War II, but have a specific interest in the attacks made by the United States on Japan. As a libertarian, I am often frustrated by my peers’ lack of critical thought in regards to the US’s part in wars. Usually it is simply accepted that, “if America is doing it, it must be right”. I, however, believe that bombing of Hiroshima and Nagasaki were huge human rights abuses and ought to have been denounced as war crimes. This mindset, I guess, is what motivated me to depict a post-nuclear apocalyptic scene.

Critical Assessment

            Personally, I found the two trees against the boats as the most successful parts of the piece in regards to three-dimensionality. I think the most interesting and thought provoking, however, was the mother and child. The depth made by the opacity differences and overlap of layers in the end result was a nice surprise for me. If I had had additional time, I believe that I would have added many more images to further portray a post-nuclear war zone. These would likely include garbage heaps, machinery parts, rats, and perhaps a crumbling building on the opposite shore.

3D Apocalyptic Scene: Lone Optimism