Visual culture year 2 Journal 4

The photographic message

The photographic message can be used in many ways. However it is mainly used in the context of advertisement.

Photographs themselves can be interpreted in any way by different people. For example an image of a Dog can represent a childhood pet to one or an intense fear to another who fears dogs. In order for there to be a universal understanding of the image especially in the case of advertisements a montage of the image and also text is used. This  gives it's viewer an instant vision of what the message is without them having to think about it and imagine their own.

Advertisements on bullying

Photographic advertisements on the topic of bullying are a strong examples of why text within and photographic advertisement alters the viewer's perspective on it.

For example:

The image to the left is a bullying awareness PSA advertisement. Without the text this advertisement would just appear to be an image of a child looking up covering their mouth, due to the fact that the child also is wearing winter clothes such as a coat hat and gloves it could be taken in the context of cold weather or along those lines. 

With the text however you can clearly see from the words used that the advertisement about bullying. 

The statement 'Just because it isn't physical, doesn't mean it's not painful' is used. Other words form the shape of a calf and foot that appears to be almost stamping down on the child shown in the image. The photographic message in the case of this PSA with the text is to stop bullying. 

Another advertisement on anti bullying:

This image does not show a child but in this case it shows an object that can be associated with a child, a tie. Once you look at the tie you can see it creates a noose similar to ones used to hang themselves or others. This image againn would not necessarily link you directly to children but with the text used it does.

The text used is as follows; 'To a child it's a way out'.

Implying that to a childs mind death is the only option out of bullying.

As well as this PSA being a photographic advertisment they have also made it into a visual advertisement in the form of a video:

https://www.youtube.com/watch?v=3EkewNVPKas

Car adverts

 The two advertisements shown are for Aston Martin about second hand Aston Martin cars. Both advertisements have the same message, without the text on both advertisements, image one would look like a portrait of a women, this image in itself can be interpreted in any way. The second image is of a females rear and legs, without its text this image could easily look like a lingerie shoot and again is easily interpreted in any way.

With the text it is clear to see that the product advertised is Aston Martin cars, the text used is as follows: 'you know you're not the first, but do you really care?' This is giving a clear message to the viewer about their cars. And also related to people on their own level.

The photographic message is crucial to advertisers as they would not want their product or message to go un received by their target audience. This is why montages of text and imagery is often used to make a clear point that easier for the public to digest.