Youtube Review - IBM ad

    This video is an advertisement by IBM that promotes its commitment to the environment, highlighting the fact that going green does not only go well with the “tree huggers”, but also has definite economic benefits. The video is approximately 30 seconds long, and takes place in a meeting in what presumably is the IBM office.
    There are a variety of shots used in this video. Initially, the video starts with a wide shot to highlight the location of a formal meeting, thus setting up the story of the video. As the two men in the meeting banter about the report, a medium shot is used. This is done so that the audience can see the faces of the men more clearly as they are speaking. When the man in charge of the meeting asks the burning question of whether there is a “business value in tree-hugging”, the shot moves closer into him. The audience can thus see his stern and impatient expression. The camera then shifts into the faces of other people in the meeting to show the moment of tension. The volume of the ticking sound is also increased to emphasize the atmosphere. When the man responsible for the report states that they would cut their energy cost of $18 million dollars by 40%, the plan to go green is immediately approved. The camera then pans into a wide shot of the location and animation, music and color is added into the scene.
    This video is effective and visually appealing for several reasons. Firstly, the use of color is extremely well done. To depict an atmosphere of a rigid and tense office environment, the video is done in black and white. However, when the company decides to go green, color immediately enters the screen and completely changes the mood of the video. Secondly, the video uses modern animation to highlight the change in atmosphere as well. When the plan to go green is signed, animated characters of forest creatures pop into the screen. An animated tree springs up in the middle of the meeting room, and animations of flowers and butterflies enter the shot. Moreover, the video uses sound to convey its message. When the company decides to go green, a cheerful and high-pitched song plays in the background. This is contrasted to the grim and unmelodious sound of a clock ticking in the previous parts of the video.  Lastly, movement is also used effectively. As opposed to the shots of the people sitting rigidly in their seats, they start dancing joyfully along as the company makes the choice to go green. All these concepts are used to convey the message that going green is a positive and beneficial choice.
    However, one thing that could have been used better was the choices of shots. The video did not use any extreme close-up shots, and those could have been effectively used to emphasize the nervous expression in the man’s face as he was asked to explain the economic benefits of going green. The video could also perhaps feature close-up shots of impatient gestures, such as tapping fingers and feet during that particular moment of silence to further portray the atmosphere.
    All in all, this video uses several key concepts like color, animation, sound and movement to convey its message. The use of a wide shot in the beginning is also effectively used to introduce the setting of the video. However, the most interesting component of this video is arguably its innovative ability to completely morph its atmosphere by moving from black-and-white to color and unexpectedly adding animation.

Graphics Assignment - Bali

     This poster aims to promote Bali, an island and arguably the major tourist destination in Indonesia. I was raised in Jakarta, Indonesia, but Bali, only an hour away by flight, was a frequent holiday destination. I have always loved my trips there, and thus I chose Bali as the topic of my poster. 

     To convey the intended message of this poster, several visual concepts were used. Firstly, the choice of images is intentional and portrays some of the different aspects that make Bali a worthwhile destination – whether it is the food, culture (represented by the Balinese dancer and the religious temple), aspect of adventure or simply the island’s stunning physical beauty.  I also intentionally chose photos that had bright, eye-catching colors. Secondly, using Photoshop, the images were resized and then cropped in order to focus on the subjects of each image. The level of contrast and brightness in each image was also increased to portray the sunny atmosphere of cheerfulness and optimism in Bali. The background of the poster was created using the gradient tool in Photoshop and is fairly simple to keep the focus of the audience on the text and images. Lastly, the text is placed close to the center of the poster and has a large, simple font. This is done so that the audience can easily read the text and thus receive the intended message of the poster.

Group Project Image - "Secret"

      As a group, we portrayed the word 'secret' through photographs. We worked well together, and I was especially glad that everyone in the group was responsible and did their share of work. In the photograph above, several concepts were used to help communicate its intended theme of 'secret'. 
      Firstly, the setting of the photograph helps strengthen the theme.  The photograph takes place in a corner, and the three girls are completely isolated. The setting emphasizes that the three individuals are discussing a topic that they do not want people to know publicly. Instead of a crowded area, the setting of this photograph in an empty corner helps create the theme of ‘secret’.                  
        Secondly, the point of view or perspective of this photograph highlights the atmosphere of mystery as well. Instead of taking a full-frontal shot, the photographer took this shot from a tilted angle, and the subjects of the photograph are seemingly unaware that someone is watching them. It is almost as if the photograph is taking the picture secretly – similar to a paparazzi shot.
      Moreover, the photograph is desaturated and has a sepia tone. This is done to emphasize the theme of the photograph. Instead of being transfixed on the bright colors of the girls’ clothing, the audience can focus on the human emotion and gestures of whispering captured in the photograph.
        Lastly and most importantly, the use of human emotions is significant to portraying the theme of the photograph. The girl in the middle of the group, who is receiving secrets through whispers by her friends, has a look of surprise and genuine interest. Her open mouth and wide eyes capture a certain feeling that a secret is being passed on to her, and that she knows something that she should not know. Essentially, the key component of this photograph is the use of human emotions, and how a particular look or expression captured in an image can convey its theme. To describe a theme, one can certainly use photographs of objects. However, with human emotions, audiences can almost always relate to the expression captured in the photograph. For example, the famous photograph of the Afhgan girl that was publicized through the cover of National Geographic in 1985 perfectly captured the look of suffering – the magazine states that in her eyes “you can read the tragedy of a land drained by war. “ Thus, as exemplified in these photographs, the use of human emotions can be extremely poignant to conveying a message.

Business Card

Shock Advertising

    Shock advertising is undeniably a controversial issue in the world of mass media today. Benetton’s ads are a good example of shock advertising. Their intentionally scandalous ads are made to stir a strong reaction in its audience, thus leading to publicity and increasing sales. However, the important question to consider is whether shock advertising is used for a good cause, or if they are used to simply increase profit.
    Benetton’s creative director, Toscani, states that they use controversial images in their ads to increase awareness of current pressing issues. For example, one of their most popular advertisements is the photograph of David Kirby, a man with AIDS, lying on his deathbed as his family grieves for him. Benetton claims that they used this photograph to raise AIDS awareness around the world.  Although the ad did possibly play a role in this, Benetton did not use this image for only altruistic purposes. For example, if they were trying to increase awareness, why did they not include a phone number or website about the issue of AIDS in the ad? Instead, they included an 800 number for customers who wanted to request their catalog. They did not provide any information about the issue as well, like who David Kirby was, his contributions to raising AIDS awareness, the dangers of the disease, and so on. If they were truly dedicated to promoting the cause, perhaps they also could have placed information booths regarding AIDS in their stores. Likewise, Benetton’s ad portraying the bloody uniform of a soldier killed in the Bosnian war offers no information about the war itself. Ultimately Benetton’s focus was not on raising awareness of AIDS or war, but awareness of their brand – to obtain publicity, recognition and thus purchases their products.
    Moreover, Benetton’s advertisements mock the values and beliefs of many people in order to simply stir up controversy. For example, their advertisement portraying a priest kissing a nun romantically enraged the Catholic community. Toscani states that Benetton wants to “spark commentary on serious issues.” At the time and even currently, there is no issue on the disloyalty of nuns to their religious commitment. Benetton simply wanted to focus attention on their company.
    Thus, while Benneton’s use of shock advertising may be financially beneficial for the company, its influences on society are certainly more questionable. Although they claim to be raising awareness of important issues, their actions do not reflect their commitment to this cause, as reflected in their lack of information provided regarding AIDS and the Bosnian war. Moreover, Benetton uses images that do not portray any “real” issues and unnecessarily challenge people’s values. Ultimately, Benetton’s use of shock advertising is selfish - their priority is to simply add the number of zeros in their bank account.

One Flower Vase, 25 Photos

    For this assignment, I took photos of flowers in a vase. Here are my five favorite photos, and a brief explanation of how the visual concepts in each photo highlight a different aspect of the object.

Close-up 

    By taking a close-up shot, this photograph has a definite area of focus. Details of the flowers are visible, such as the curve, pattern and color gradation of the petals. With a close-up shot, the attention of the audience is placed on the flowers and nothing else. Thus, close-up shots are especially effective in keeping the audience’s eye focused on the subject, without distraction in the broader scene.  

Contrast 

    In this photo, contrast in color and texture is used to highlight the differences between the flowers and the background. While the colors of the flowers are bright and fresh, the walls in the background are painted a pale, bland color of light orange. Moreover, there is also a contrast of textures. The multilayered texture of the flowers is juxtaposed with the even surface of the walls. 

Point of view 

    What makes this photo interesting is its unconventional point of view. Because I had to take multiple pictures of one object, I had to be more creative in terms of my angle and point of view. And although most people would focus on the flowers, the vase is surprisingly worth capturing. The element of water and color of green helps this photograph radiate an atmosphere of calmness.   

Composition / point of view
    The placement of objects in this photograph creates a story for the audience. By taking the photograph from a tilted, bird’s eye view, the row of flower petals creates a trail towards the vase, possibly referring to a theme of a journey. This photograph made me think about how composition and point of view can create an entirely different photograph. 

Depth of field / composition / contrast
    By placing the camera flat on the table, I was able to get a large depth of field. And because the petals were not flat and curve off the table instead, the shadows give the photograph a three-dimensional sense. Moreover, the texture and curves of the petals are contrasted with the flat surface of the table. This is my favorite photograph, as the combination of all these visual concepts makes an extremely interesting photo. 

    

        Essentially, this assignment encouraged me to be more creative in the way I take pictures. I now know that placing the subject in the middle of the frame and on eye-level is not the only way to take a photograph. In fact, this assignment emphasized that taking a photo with unconventional angles and viewpoints is usually what makes a photo interesting and uniquely different.

Burst of Joy by Slava Veder

    Despite the many poignant photographs displayed at the Pulitzer Photo exhibit, Slava Veder’s photograph titled ‘Burst of Joy’, which won the 1974 Pulitzer prize, particularly captured my attention. The photograph depicts a returning Air Force lieutenant colonel, Robert Stirm and his family as they first see him arrive.
    To convey meaning through his photograph, Veder used several key techniques. Firstly, the photographer used a wide shot. He includes the whole family as they rush to embrace Stirm in the frame. This allows the audience to see the happy expressions of the whole family instead of just one individual. Although the focus is placed on Lorrie, Stirm’s teenage daughter who runs toward her father with outstretched arms, the rest of the family is also included in the photograph. All the family members, including Stirm’s wife, two daughters, and two sons, are shown to be excitedly racing towards Stirm. The range of ecstatic expressions portrays the family’s closeness and bond.
    Also, the photograph’s point of view and use of wide-angle lens is important. It includes the whole height of the individuals instead of perhaps taking the photo from above their waist. This is extremely significant, as with a head-to-toe capture of the family, Veder captures the movement and speed in which they rush to greet the returning figure. As they run towards Stirm, the family is paused in full movement – legs mid-air, arms flailing in their sides, and the wind blowing their clothes and hair. Veder probably used a fast shutter speed to keep this movement focused and clear. The speed that the photographer captures through his point of view further highlights the excitement the family feels. Imagine if they were walking steadily towards Stirm instead. The feeling of swift and excited movement will not be present in the photograph, and its message will not be as strong.
    However, it is important to note that although Veder uses a wide angle and point of view to capture the full height of the subjects, he also keeps his focus. The photograph has a fairly small depth of field. Instead of including the whole tarmac, he chooses to limit the depth of field and keep the camera’s subjects reasonably close so that the audience is able to see the emotions of the family’s faces. The photograph’s area of focus is the family - not the background or setting. Moreover, to portray their emotions, Veder also adjusts his lighting to ensure that their faces and emotions are captures within the light. Again, this allows the audience to focus on the family’s exuberance.
    This photo caught my eye because among the many sad and heartbreaking photos that depicted war, injustice and tragedy, Veder’s photo captured a moment of unabashed happiness and joy. The photograph somehow sends the message that despite the horrors of war, hope can still be found. It also highlights the strength of family ties. Ultimately, I liked this photograph as it radiated optimism, hope and the sense of healing. However, through my research I discovered that despite outward appearances, the reunion of the family was not an entirely happy one. Prior to his arrival, Stirm’s wife filed for divorce and they ended up separating. Thus, although I undeniably still appreciate the atmosphere of happiness and hope in the photograph, it also made me question if photographs were always truthful and gave the right impressions.