Reading an Image

These are adverts published in 2011 by National Cancer Society Malaysia to promote anti-smoking. It is an especially powerful yet minimal advert. What I found most striking about it is the use of the pink to represent smoke as it is  a delicate colour that symbolises femininity, tenderness, it is the colour of universal love of oneself and of others. However, here it is used to embody the exact opposite. The fact that the colour scheme is entirely black and white with an exception of the pink which draws attention from its audience to it. Also, what is gripping is how we can see the how the chemicals in cigarettes are actually carried through breast milk. It brings light to how smoking affect the entire body and therefore even our own human produce has traces of it that we can pass on without even realising. The image of the child in the womb and in the mothers arms eating, plays to human empathy making it an especially provoking visual element. The baby is restful and comfortable on the smoke but it is actually being harmed and the smoke is engulfing the child and opening it to the many threats such as foetal injury, still birth and poor brain development. This is compelling as it also evokes instant empathy because we realise how the baby is unaware of what threats it is being exposed to (as it looks comfortable) and only the people around the child can protect them, this is direct advertising as we as the public realise how it is our responsibility to bring awareness to this. There is a sans serif typeface used and it is very small to allow the image to be the main focus of the advert yet it is still clean and simple to read so we can understand exactly what the poster bringing recognition to. Although it is more like that there will be a bigger impact if women are the main audience, this type of advert is likely to make an impact on our entire population as a whole quite easily as it very striking. The more people who understand the effects of smoking during pregnancy or around children, the easier it is to make a difference. The dominant or preferred reading of this advert is that the creator intends to bring awareness to smoking during pregnancy and to bring light to the huge consequences of it. It is supposed to evoke feelings of guilt or panic. The negotiated reading of this advert could be that it is over exaggerating the smoke. Many people are unaware of the direct link of chemicals in smokers breast milk and so they could argue that it is over amplified. The oppositional reading of this could be that viewers might humour the use of pink. and say that pink diminishes the impact of the smoke. 

This is an advert published by ‘Reebok’ in 2011 featuring 50 cent. The poster is in landscape and the overall advert is split into two equal halves in which there are two close ups. The layout is quite minimalistic, this may suggest that Reebok wants anyone to have their products and that it's a straight forward product to purchase. There are stereotypical conventions of crime here, most obviously the finger prints. This emphasises his criminal past and is also to inform the audience what he has been through but has still managed to overcome. The colour scheme also adds to making the advert more dramatic as well as the rap artist’s facial expression/pose which adds to making him look like he is powerful. The colour scheme could alternatively be used to represent 50 cent's dark past. All of these visual elements could be interpreted to symbolise rebellion. This also establishes the fan base along with the very specific public figure chosen - young people, specifically male teenagers. The reason I believe the target audience is male is due to the glorification of ultra masculine violence. Also, I believed it was targeting teenagers because they have a tendency to be falsely labelled by other age groups or the media and so are able to relate to this advert, which then persuades them to buy the product(s) being advertised. Two fonts are used here, one of which is a sans serif font and the other is serif. These fonts are used for the quotes by the rap artist, as he is the subject of the advert. These quotes could be a way of persuading the audience to buy the products. For example, "Where I come from, there is no Plan B. So take advantage of today because tomorrow is not promised" as it could be a reminder that we should take advantage of every opportunity as it may not be an option later (referring to buying Reebok products). In conclusion, it is a very well composed print advert that attracts it's audience successfully. The dominant or preferred reading of this advert would be that 50 Cent, who is known as having a very dark past has overcome that and achieved. It suggests Reebok is about redemption and overcoming adversity. Viewers would interpret the advert as saying that the sports brand accept all and it may encourage the audience to buy their products because they too may feel that their products can help them achieve better. The negotiated reading of this advert could be that although this rapper has achieved and become a better person, it would of been very easy to follow the wrong route. This advert may be encouraging our youth to take risks that have potential harm, The oppositional reading of this advert is that this is a public figure with a dark past. It is suggesting that the sports brand is associated with criminals and therefore is likely to repel a large section of the population.