Art to Life - "Eggs and Toast"

    This film incorporated the painting titled ‘Eggs and Toast’ by Vic Vicini, a painter famous for his artworks of kitchen and household objects, into its storyline. This film tells the story of a girl visiting Washington, D.C. to see her fiancé. However, he breaks up with her over the phone after she arrives in Union Station. She reminisces about their relationship and finally goes to the diner where they used to eat together, sitting alone and sadly staring at her plate of eggs and toast.

    The visual concepts incorporated into the film include types of shot, setting and use of color. In terms of types of shot, a variety of shots were used in the film for specific purposes. In the beginning of the film, a wide shot was used to highlight the location of Union Station. Close-up shots were also used to capture the emotions of those acting in the film. Moreover, when the main character is walking away from the station, a dolly shot was used before the camera stopped following her to highlight the fact that she is walking away into the distance. Secondly, setting was included in the film. The choice of shooting at Union Station was to support the storyline that the main character had just arrived in Washington, DC. Lastly, the use of color was helpful in conveying to the audience that one of the scenes was a flashback by changing that scene to black and white.

    The biggest difficulty faced in the process of creating this project is the editing stage. Because my group consisted of only two people and we both did not have any prior experience with Final Cut Pro, editing was extremely challenging and time-consuming. However, we overcame this difficulty by simply persevering and also studying some of the Final Cut Pro tutorials available online.

    Although being in a two-person group was difficult at times, there were advantages as well. Being involved in every stage of the creation of the film, from pre-production, production to editing, allowed both of us to learn much more about each step needed to create a film. The main lesson of the film however, is to ensure that the camera used would transfer high-quality files into the computer and to perhaps cut some shots that were too lengthy. Moreover, watching the various films in class portrayed how creativity can be channeled in different ways.

View A Film - "Helvetica"

The documentary film Helvetica directed by Gary Hustwit explores the world of typography, and how graphic design shapes how we receive messages. Although it specifically focuses on the font Helvetica and its significance to graphic design, it also explores the broader theme of how typography and different typefaces influence our perceptions and opinions.                                                                                  

One of the first things the film brought up was how type “gives mood and atmosphere.” It also emphasized how different typefaces would lead to different reactions. A graphic designer who was interviewed for the film stated that the choice of type is a designer’s “weapon” to convey a message. This is interesting because although typography is undoubtedly prevalent in our world, many people easily brush off the importance of typefaces. When reading a message, most people focus on the words itself and ignore the role of the font chosen. However, typefaces can create certain atmospheres, moods or feelings. The example given in the movie was how an advertisement for jeans written in a simple, clear font would give the audience the impression that the clothing being sold was also simple, effortless and uncomplicated. Clothing lines that tend to portray these characteristics, like Gap or American Apparel, thus use simple and clear fonts in their stores or advertisements. Essentially, the film highlighted how messages do not only lie in the choice of words, but also in the choice of type. Typography has the power to convey a message on its own.                               

Moreover, typography can also lead to branding. The film points out that over time, certain fonts have come to symbolize certain brands or companies. For example, people can recognize the brand of Malboro from miles away simply because of its font. The font the company used has become synonymous with the brand. Thus, the effect of using particular types or fonts to establish a brand is a powerful use of typography that most people take for granted. Because using certain fonts has led to brand recognition, some fonts are therefore timeless and remain unchanged. American Airlines have used the same font of Helvetica for over fifty years, and despite changes in era and trends, the simple font of Helvetica still translates the message that the company is trying to convey.                                            

Lastly, an interesting point that the film highlighted was that with globalization and the increased accessibility of social networking channels, people are starting to recognize the power of typography to convey identity. In websites like myspace or personal blogs, people intentionally use certain fonts to emphasize different characters. The film then showed a variety of myspace profiles. Some people preferred to keep it simple and clear, while others played around with color, layout and fonts. They used different types of font and adjusted their sizes. Just based on my personal experiences, looking at my friends’ blogs tell me a lot about their personality. A friend of mine who is rather feminine and soft-spoken used a cursive, smooth font on her blog. Another one, who is more serious and straightforward, used the font Calibri – a font that conveyed more formality and seriousness. Thus, as stated by the film, people have begun to recognize the influence of typography and how it can be used to “express who we are.”                  

In essence, the film Helvetica emphasized how the power of typography should not be taken for granted. Contrary to what we may assume, the intentional choice, size or placement of fonts has a significant influence on how we receive messages.

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.