Semiotics task

This next picture shows another car advert this time for the new Peugeot 206 escapade.

Something that is immediately noticeable in this piece Is that the there are two different methods of transport riding two different types of terrain.

The car appears to be upside down riding the smooth surface of the road. This symbolises that it can still do the job of a normal 206 but can also handle itself just as easily on the tougher terrain that the bike is riding across. This is also strengthened by the direct link that car and the bike have to each other.

Another symbol that denotes this idea of the hybrid further is the logo that can be seen in the top left hand corner and the bottom right hand corner. This suggests that the image can be flipped and still have the same effect as it does in its original position.

The opposites of the hills and the built up suburban area also further donate the cars capabilities to handle both situations well. The stormy sky signifies the turbulence and difficulty of the ground ahead and connotes a fearless attitude of the car as it battles the harsh terrain. This colour red of also symbolises this and denotes danger, whilst the connotations of this colour link back to its fearless attitude.

This is an advert for Mercedes - Benz advertising a top of the range, convertible sports car. The main focal point of the piece is the car it self and this is where most of the aesthetics are being displayed.

The cars long bonnet and sleek, air resistant design signifies that it is a powerful and fast car, this in itself donates speed and agility. The car also has other aesthetic qualities such as being painted in a shiny metallic reddish pink. All these factors connote that it is a car that is at the top end of the market and is being aimed towards the rich who can afford to buy one.

The cars roof is also down in the shot and this connotes and relaxed and care free life style that is often lived by the rich and single.

From the slogan we can see that this advert is aimed at men. The slogan signifies that men like talking about women, sports and cars. The slogan then cleverly re arranges the key three words (in this case women, sports and cars) to then denote that if men by this car then they will achieve in also obtaining the women. The cars colour and general design also signifies a certain degree of femininity as it is smooth and curvaceous. The colour is a reddish pink signifying that it is fairly feminine and these two factors together connote a sense of sexual prowess that further attracts men to the car.

This scene also signifies a lot of mystery and awe and this is signified by the fact that we cannot see the driver through the tinted windows and there is darkness that surrounds the car as the sun begins to set. the sun setting connotes a certain sense of playfulness when no one else is around to see.

The mountains in the background are particularly important because they symbolise the highest points on the earth and this links in very well with the car being at the top end of the rich spectrum. The connotations of the mountains suggest a rich and classy lifestyle, perhaps this scene is set some where in the alps, depicting yet another aspect of a wealthy lifestyle.

Condensed Text Exercise

The beginning of the 20^th C witnessed a movement that came from the ideals of expression from earlier traditional art. The main purpose for the avant garde artists was the natural enviroment and this quickly spread through Europe.

The Futurist and cubist movements where very different from the traditional fine arts. These were to become well established, bringing in aspects that would make the modern world, such as changes in machines and science.

This modernity was an experience that was to change a person and their lifestyle.

Machines would change the way people lived their lives in large cities. The german socioligist saw this as the negative iron cage, an imprisonment.

Socialism was another reaction to modernity. This affected race and culture and the way it was delivered to relate to the people who were aware of the modernity in society.

This sparked the divide on how art would be seen to change the modern world.

Analysis and Comparison

The first image displays a glorious dinner party that is taking place around a grand cooker that is cooking a numerous amount of dishes. the entire room is drenched in American patriotism. red, white and blue stripes can be seen on the curtains and the whole room is covered in stars.

Upon closer inspection we can see a clock in the top left hand corner that indicated 100 years of America independence. the dinner party seems to be in celebration of new country that has found its feet and is now superior to the rest of the world.

This is backed up by a global figure holding a food bill for the rest of the world. The figure of uncle sam sit opposite with his head slightly turned sitting very casually suggesting that the great America will have no problems paying for it all. His hand is also pointing down at the dish in a suggestive manner.

The scene also seems to be celebrating the many different races and cultures that have come together to make their new country great. Evidence of this is shown by the children that are sitting around the table.

If we look a little closer at the bill we can what the other countries from around the world have ordered. From this we can see that the americans are jokingly using stereotypes to mock the other countries. For example the only food that has been ordered by the Irish are potatoes that have been prepared in many different ways, even raw which increases the mockery.

The advert also looks like it is targeting fairly rich middle class families. evidence of this is strongly depicted by the young black slave that poorer families would not have been able to afford.

the font that has been used is also very typical of displaying american power as it is a large, strong type. This was very commonly seen in the wild west at this time and further enpahasises the americans power over the rest of the world.

The second image is a British first world war propaganda poster from 1915. The images soul purpose is to encourage young men to sign up to fight for their country. Unlike the American advert with its crass and obvious patriotism, this picture shows the British patriotism in a more subtle way. This is shown by the crests visible on the arm chair and the English roses on the curtains. We can also see the royal guard toy soldiers on the floor.

this poster was designed to guilt trip people into signing up, just like the father of the children who is sitting comfortably in his arm chair.

The text at the bottom of the poster reads: - "Daddy, what did you do during the great war?"

This is clearly being said by the girl who is looking at her father waiting for him to reply. The father looks at the viewer as if to say what have I done?

The atmosphere in this picture is a lot more tense and poignant that the scene depicted in the the american advert of success and prosperity.

The boy in the picture is playing with soldiers, his heroes and the people that he idolises. This is a powerful image because the boy should be idolising his father.

fundamentally this image has one purpose of getting young men to fight for their families and country, whereas the previous image depicts a scene of celebration and relaxation in a country that is not under threat.

Harvard Referencing Examples

Robertson, M (2009). Factory Records - The Complete Graphic Album. London, U.K.: Thames & Hudson.

Cooper, A (2009). The Art of Classic Rock. London, U.K.: Goodman Publishing.

Peterson, G Baker, S (2009). Freedom Rhythm and Sound. London, U.K.: SJR Publishing.

Walton, R (1997). Sight For Sound . New York, U.S.A. : Hearst Books International.

Haughnessy, A House, J (2003). Radical Album Covers Art Sampler 3 . London, U.K. : King Publishing Limited.