Image Analysis (1931) Santa Claus

How does a company that normally advertises their product to people in the summer, taking advantage of the outdoor heat and thirst of individuals, advertise that same product to people in the winter?  They get the holidays involved. Coca-Cola does this by using one of the most classic symbols of the Christmas season. Santa is a symbol that appeals to the hearts and minds of adults and children around the world, but more specifically at this point in time, America.  

In this vintage (1931) advertisement from the Saturday Evening Post, we see jolly St. Nick, hat in hand, holding a full glass of Coke with a big smile on his rosy cheeked face.  As a child that has often played in the snow and now an adult that has worked hard outdoors during the winter, this red cheeked face looks oh so familiar. The rosiness and disheveled hair triggers that feeling of your first steps inside the house after hours of being out.  Your face is cold, but your body is warm under multiple layers, the heat escapes from underneath your hat when you take it off and as you begin to remove your outer layers of clothing you may normally be inclined to have a cup of hot chocolate or even coffee but after seeing this advertisement your taste buds will have something a little different in mind.  Instead you’ll be reaching into the fridge for a delicious coke.  

In quotation underneath of Santa Claus we read “MY HAT’S OFF to the pause that refreshes”.  Even though we know ole Kris Kringle isn’t an actual person, we do know that these words are coming from the mouth of this imaginary figure.  If Santa approves of coke who in their right mind would disagree. For children, Santas words probably carry the same amount of weight as the words of Jesus.  As adults, the thought of Santa continues to instill the same cozy feelings that we felt as children. Even though we may not consciously realize it when we see advertisements like this, it will bring the holiday spirit into our hearts.  

“The pause that refreshes” is a line that is used in many vintage Coca-Cola ads.  But it works. “The pause” aka the break, aka the moment in time when all of your worries disappear and all that is in your mind is that delicious taste of coke.  As it pours down your throat and into your soul everything around you dissipates and for a brief moment you can experience bliss.  

“You find a cheerful soda fountain with ice-cold Coca-Cola ready.”  How is a soda fountain cheerful?  We don’t know but we also don’t care.  It makes us feel good. It lets us think that the soda fountain wants us to come get a drink from it and that it is happy to do so.  Not only is it readily available and willing to quench our thirst, it will accomplish this task with “ice-cold Coca-Cola”. It is the exact  thing we want to drink and possibly the exact thing you’ll be craving, after a day of running around gather Christmas gifts for family, friends, etc. and it’s all thanks to this effective Santa Clause advertisement.

Another effective tool, you may not realize is actually effective, is the fact that St. Nick is actually a painting.  He’s not a photograph, or some strange guy at a local store. Why is this? Why not use just a photo? A painting is warm, inviting, homely.  It’s something we wouldn’t mind hanging on the wall on the other side of our Christmas trees. But if nothing else it is in one word, perfect.  The perfect Santa in every way resembling everything and more that we can imagine a real life Claus would look like. Large belly like a bowl full of jelly, rosy red cheeks, a snow white beard.  He’s like a big cuddly polar bear that can’t help but warm you up inside. In a sense he is the perfectly roasted marshmallow, he is the perfect cup of hot chocolate, he is that comforting sound of logs crackling in the fire in front of the gifts with the smell of pine in the air, he is CHRISTMAS.  

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Analysis of a Meme

To keep to my topic I wrote my research paper around, I chose to analyze a K-Pop meme. Upon first glance to anyone who doesn’t understand the context of the picture, it may raise some questions. Why is it being used as a meme? Why is there a presumably 10-year-old Chinese boy posing next to a gun that size? Why is he happy to be standing next to it?

I’ll break down the photo from the obvious parts. From the locations, the size of the gun, the casual attire, and the earmuffs on his ears, you can decipher that he’s out at a shooting range of some sorts. The lighting indicates that it’s during the day and the coloring of the photo shows that it’s quite modern and probably taken within the last 10 years (also the gun shows the modernity of the picture). The framing of the picture and where he is located in the forefront with the gun by his side just shows that he’s posing for a picture, probably being taken by one of his parents. The gun could be seen as threatening, especially when depicted at the hands of a small child.

The cultural part of it is what might get to most people that are seeing it for the first time without any context. Had I not known who it was, I would be almost shocked to see a small child next to a large gun and not find it amusing. As American’s, our traditions and views of guns can be and are significantly different from other countries views of said guns. Especially guns of that size. Upon seeing a small Asian child with a gun of that size, it may raise some questions: is it normal for children of that size in Asian countries to be around guns of that size? But this is an ignorant question considering children in America are also exposed to guns at such a young age.

The person depicted in this picture is none other than Zhong Chenle, a member of popular K-Pop group, NCT Dream. Born in Shanghai, China, Chenle started singing when he was very young. He was born to a wealthy family and grew up comfortably. He debuted in NCT Dream at the ripe age of 14 (almost 15) years old. Knowing his background and knowing who he is makes this picture make sense and also insanely hilarious to any fan of the group or performer. Since he comes from wealth, it makes sense that he’d be able to afford going to a shooting range and (based on generalizations), wealthy people are typically desensitized to guns. There is a series of pictures similar to this one with him holding other guns, so his parents putting him in front of these guns makes almost perfect sense.

This meme depends on the audience severely, as does most memes. Being a fan of the group makes it seem a lot funnier and makes a lot more sense as to why someone may find it funny. Pre-debut pictures are typically funny in K-Pop fandoms and Chenle’s are no exception. Memes of people always are seen as hilariously funny and when the person behind depicted is someone you idolize, a picture like this may be one of the funniest things in the world. The ominous side to it and that there was frankly no reason for him to be behind such a large gun (besides assumptions of his family background that can be made) when this picture surfaced on the Internet, make it even funnier to the viewer. The tone and feeling the odd picture emits makes for good conversation between fans and the boy, and good memes to arise online.

Image Analysis of Rosie the Riveter

During WWII,  “Rosie the Riveter” was an advertisement used to sway women to apply for jobs that men typically worked since they were off fighting in the war. This advertisement utilizes various techniques to give a clear message of action to women, the target audience. 

Rosie reflects who the target audience is and who the target audience wants to be. Her face does not have any blemishes, she appears to be physically fit, and she gives off the appeal of femininity through the use of makeup. Women during WWII most likely wanted to be seen for how strong they were, but they also wanted to retain their poise. With Rosie displaying this while being a part of the workforce, women will get the sense that they can have all these qualities by joining the workforce themselves.

The main color of the background is yellow. Yellow is known to evoke happiness and optimism. These feelings make the target audience, women, more open to the idea of joining the workforce. They may feel that if they take this path, they will be happy.The dark blue speech bubble with “We Can Do It!” written in white bolded letters in the background calls directly to the audience. By using “We can,” the target audience is given reassurance that they are indeed able to work in areas where they are not previously known for working. “We” also creates a sense of community. It signifies that there is already a welcoming, open place for the women who are reading this ad. This feeling of comfort will make the reader more likely to join.

The position in which Rosie is portrayed plays a role in delivering the message of this advertisement. Rosie makes direct eye contact with the reader, giving them the sense that they are in this direct conversation with Rosie. Additionally, this eye contact makes the ad catch the audience’s eye in the first place. Someone is more likely to look back at someone who is looking at them, so the audience is more likely to look at an ad that is looking back at you. Rosie’s body position also has meaning. Her flexed arm is an indicator of physical strength, something women may like to gain. Physical strength can also be seen as correlating with strength in oneself and position in society. This may appeal to women who view strength that way and would wish to obtain it to feel more seen and heard if they aren’t being so currently.

Rosie’s shirt color and style point to the specific area in the workforce where Rosie is working, and therefore where the audience should go work at. Her blue collared shirt correlates directly with the term “blue collar worker.” This term often refers to workers involved in some type of physical labor. This ad is recruiting women to work in places using physical labor.

“Rosie the Riveter” uses various tactics, including color, attention to detail, wording, to elicit the response from women of joining the manual labor workforce.

Image analysis of an ad

Ads have been around for hundreds of years and are more prevalent than ever.  The reason for ads is to try and sway the consumer to buy your product or buy into your ideology.  The ad above is for Camels cigarettes and is from 1931.

The ad is split into two different panels.  One has a man who seems to be some sort of medical professional.  This indicated by him wearing white and having a head mirror on his head.  The other slid has in big letters on the front “Give your throat a vacation. Smoke a fresh Cigarette.”  This is then followed by smaller text talking about camels cigarettes and how wonderful they are to smoke. The last thing at the bottom is an image of a carton of Camels cigarettes.   The background of this ad is a nice relaxing blue.  The text is black except for two words. The words fresh and Camels are highlighted in red and are bigger than the other words on the ad.   

The reason the image of the doctor is included in the ad is so people believe that cigarettes are healthy for them.   Showing a doctor immediately allows the ad to have a sense of ethos. In society doctors as seen as very smart people who know what is best for the public health wise. So if he is holding up a pack of Camels and smiling it gives the appearance that they are healthy. Someone might see the ad and go well if this doctor endorses them they must be good for my throat.

The next thing that stands out about this add is the color scheme.  The color used for the background is a nice light blue. This color is very relaxing which goes with the tag line “Give your throat a vacation..:  This feeling of relaxation is used to ease the buyer in. Now when they see Camels cigarettes and they remember the add they will have good calm feelings of it.  This is used to make them want to buy the cigarettes to keep that calm feeling. This is where the vacation part comes in and the    

The only other color that is shown is red which is used to highlight two keywords.  Those are “FRESH” and “Camels”. These words are highlighted to emphasize them to the audience. The ad wants you to know that these are Camels cigarettes and that they are fresh. They use the bold red so it will stick with you as well. So the next time someone goes to the store to by cigarettes they might choose Camels over the other brands due to them subconsciously remembering them as fresh.        

This ad is able to convey both a relaxing sense of tranquility along with a strong sense of ethos.  The ethos comes from there being a doctor in the picture. This allows the ad to have the authority to say that these cigarettes are a vacation for the throat. The tranquility part comes from the light blue background which is very similar to a nice relaxing blue sky. Making it so that when someone sees this ad they are both put in a relaxing mood and possibly tricked into believing the message.

Jaws Dolly Zoom

Within numerous films, camera techniques are used to denote a change in tone or focus the attention on a character or scene. However, there are some movements of the camera that not only make an entire scene memorable but cause the audience to question how that clip was shot. Enter the dolly zoom. One of the best examples of a dolly zoom can be found within Jaws. Before the shot is introduced, the audience is introduced to police chief Martin Brody. In a scene at the beach, it seems to be an average day, but Brody is on edge. On cue, the iconic underwater shark camera lurks towards a pair of feet in the water. We see quick jerky camera movements in the water as if we were there. Shots of the crowd reacting to this terrifying experience. Then the camera pans back to Brody.

To understand how we interpret a dolly zoom, we first need to learn how it works behind the camera. This effect is done by the lens of the camera zooming in or out and the camera dollies (moves) backwards or forwards generally the opposite way of the zoom. This creates the illusion that the background changes its size relative to the subject in focus.

When the camera gets to Brody, a few things are very noticeable at first. He’s centered on screen making him the obvious center of attention. More specifically, his face is at the center. It isn’t directly centered, but it is apparent that this is our focal point. Besides, his navy-blue shirt can easily fall out of focus since it is only one color and doesn’t have any outgoing designs. The camera starts to pan forward. The dolly zoom is in full effect.

The background starts creeping forward as we get a wider shot of the horizon. When the camera is first on Brody, it is a nice sunny day and we can see that with the beach and sand behind him. Yet, when the camera moves closer, a shed or shack on the left of Brody comes into view and it seemingly casts a shadow over him. At the same time, the sand that was directly behind him upon first notice appears to go much further back. This seems to baffle the audience because it goes too far back at the speed the camera is panning towards Brody. However, the movement of the sand causes us to look directly where intended: Brody’s face.

Still in the middle of the screen is Brody’s face. Once the dolly zoom starts, we see his facial expressions warp from a look that’s both reluctant and deep in thought, to shock and realization, and finally to concern and panic. There is even a subtle blink in there, which is literally his eyes trying to process what they just saw. It seems to be a completely natural response as expected by audiences after seeing a shark attack. We can even see him start to move forward in his chair as a call to immediate action (probably from him being the police chief). With both the movement of the camera and the concentration on his face, this three second clip is able to convey how natural our reactions really can be.

This dolly zoom was not only able to completely make history when it comes to camera direction, but it captures human nature and character development in a mere three seconds. Without the dolly zoom effect being present in this scene, there would be no sense of primal fear and urgency. Instead it would look unprofessional if the camera was to move closer to his face or just zoom in. Ultimately, the use of both of these elements adds for an unforgettable movie scene.

Crabs in a Barrel

The image that I chose to analyze for this assignment is a photo of African Americans being depicted as crabs in a barrel. This is an image that resonates very well to me, and should be relatable to others as well. This image is a very real depiction of life and how some cases of success can lead to unfortunate behaviors from others. In the image you can see the jealousy and self-hate (as in within your own race), popping out of the photo. For the African-American community, this image really hits home. It tells the story of so much of our history and some of the struggles that we have today. This is the reason why African-Americans are shown as the crabs in the barrel. We are the target audience. 

When you look at the image, you can see African Americans trying to climb out of a barrel. The arms that are of crabs given to the people as well as the water that is surrounding them, helps to depict the “crabs in the barrel” message. Not only are the African Americans in this image trying to climb out of the barrel, but others in the image are pulling the ones down that are closest to the top, closest to making it out. You can even see a few people in the image just sitting in the water, motionless, almost as if to be depicted as hopeless. I see people being selfish, uncompassionate, and filled with hate.  

Unfortunately, in many cases in the African American community, people would rather see you at your lowest or stuck in your worst state than to see you prosper. It is very comparative and similar to people telling you that you cannot do something or not wanting to see you do well, simply because they can’t. In some cases, people want to see you do well, just not better than them. Some people want to see you be successful, as long as they can come along for the journey. People will say that they support you, but are never around when you need them most, only when it pertains to their needs. Lastly, sadly, people love to see you fail. Not only so that you can end up at ground zero again, along with them, but also to say, “I told you so”. As a result of many of these instances we see a lot of hate within our own people. 

Jealousy, envy, and the overall “crabs in the barrel” mentality is a root issue to many of the problems within the African American community.  

The theme from this image is to let go of all the jealousy, envy, and hatred that is within you. You should feel happy for others in their success, especially when in often times, they come from underprivileged situations. If you were to have any feelings from someone else’s success, it should be motivation. In order for people to prosper, especially in the African American community, we need to come together.


Part 3 Plan / Anxieties

For our big research paper this year, I want to research the pyschological effects of the use of social media on adolescent brains. I plan to analyze different apps and how they correlate with different disorders in teens such as anxiety, depression, and self worth. I want to focus on Instagram specifically but use evidence from all social media platforms.

The effects of social media have deeper meaning than what they seem. The adolescent brain is more susceptible to outside stimuli than a fully matured brain, so these factors ingraved in social media have had a larger impact on the American youth especially.

I want to analyze the specific parts of social media that cause these insecurities such as the number of likes, number of followers, self doubt and comparrison towards others on Instagram, and the growing competitiveness of the app as a whole. Then I went to see how these factors biologically effect the brains chemical patterns and how that effects our moods and mindset. I also wanted to compare the effect of social media to the effect of televison in the 1950’s and how technology can alter a whole human society.

Lastly, I will address my thoughts on how to fix and prevent this issues from growing, along with research what apps are already in the proccess of doing to fix these issues.

How Ads Manipulate the Public

Image result for pathos ad

The ad I chose to analyze is one from the car brand BMW. The purpose of the ad is to highlight the dangers of drinking and driving, which is a very good cause. However, it is still an ad, so there are many ways it is designed to make the audience support the brand behind it. This particular image has a very strong focal point, which is the bottom half of a pair of legs and feet, one real and one prosthetic. The focal point is emphasized through the blurred out background and light, neutral background color. Based on the floor tiles, it looks as if the person is standing in a hospital hallway or room, further emphasizing the lasting impact of drinking and driving on someone’s health and how long it can take to recover. Not only would an accident affect the individual, but it would have a devastating impact on their families as well. Since the legs are the focus of the image, the viewer can clearly see what the negative impacts of a possible car crash could be that was caused by drinking and driving.

Most likely, the person in the image was not a drunk driver and was just an innocent person who did not have any idea the accident would happen. The parallel of a real and prosthetic leg is alarming and could be seen as somewhat disturbing, particularly to the vast primary audience, which is people who drive cars. The cold, smooth looking metal and parts of the prosthetic is a stark contrast and seems too perfect compared to the real human leg, with bones and imperfections. It is meant to make the viewer feel a certain way by employing pathos, whether it be sad or scared or a combination of the two. This ad is meant to encourage people not only to not drink and drive, but to encourage everyone to be a safer and more aware driver in general because you never know what a careless act could lead to.

Another aspect of the image is the text that goes along with the legs: “Spare parts for humans are not as original as those for cars. Don’t Drink and Drive.” The font is very simple and the message is straightforward- drinking and driving is not worth getting severely injured or losing body parts. This is a clear use of logos as a rhetorical strategy by creating a sensible, easy message to understand. Choosing the color black for the text creates a contrast when put in front of the light background so it is clear and easy to see. The comparison of a prosthetic and car part highlights how serious losing a limb and having to use a prosthetic can be. The text is to the right of the legs because they want the viewer to see the legs first and then read the text to get the full effect of the message.

The BMW logo is very small and is under the text in the corner to ensure that the focus is on the message they are trying to get across rather than mainly promoting the brand of cars itself. There is text right above the logo that says: Issued in Public Interest by BMW. When writing that it is for public interest, the intention of the ad is made very clear. Since a car brand created this ad, by putting their logo on it they are trying to send the message that if you get this car, you will be making a safer option because safety is clearly the company’s priority. They are trying to get the audience to do a certain action, which is to avoid drinking and driving. The brand appears to be one that is worthy of supporting by buying their cars because they care about all people, appealing to the audience’s emotions.

Moms Demand Change Ad

Gun violence is a huge problem the United States faces. Gun violence is a highly controversial topic among politicians and citizens, that causes different parties of people to disagree with one another. This advertisement’s goal is to combat gun violence by bringing attention to American citizens about gun violence through evoking viewers’ emotions and force them to face the ridiculousness of the United States’ current gun laws. Everytown for Gun Safety Support Fund’s, an organization that conducts research about the causes of gun violence and then generates possible ways of reducing it, research found that in November 2019, 58% of American adults or someone they care for have experienced gun violence at least once in their life. Their research also found that three million American children witness gun violence every year. These statistics are saddening but they prove the need for change.

The organization, Moms Demand Change, wants this ad to persuade all Americans to think about the lack of regulations on guns and create a want for change. But the more specific target audience could be considered parents. The organization’s name says it all, a group of moms want a change to occur so they can feel safe to send their children to school and not have to worry about getting a devastating call about their child being a victim of a school shooting. They want their advertisement to appeal to other parents that share the same fears and frustrations, while also engaging other average Americans to take action and fight for the protection against guns as well.

The use of color, or lack thereof, is another way the advertisement elicits melancholy emotions and alarmed reactions. The lighting of the ad is dark, dull, and gloomy. Which creates a sad and dreary atmosphere, reinforcing the somberness of the affect gun violence can have and how horrifying it is that children have to face it. The use of specific colors, such as green and red, were intentional in making the viewers feel certain emotions and associate those emotions with specific objects and therefore made the advertisement very powerful.

Advertisements can be a very powerful tool in persuading and manipulating an audience into wanting to buy or do something. This advertisement is not attempting to sell anything, it’s goal is to bring awareness to a nationwide problem and create an incentive for change. It does so effectively with the use of techniques such as capturing a target audience, appealing to viewers’ emotions and empathy, providing a shocking fact that is appalling, as well as using specific colors and subjects. This advertisement is for something much larger than a sale at one of your favorite stores, it is a cry for change and push towards a safer society.

Skittles Advertisement

This image shows an advertisement for Skittles. Depicted in the image is a Skittles package floating in the sky above an upside down rainbow, with the phrases, “Romance the Rainbow” and “Taste the Rainbow” plastered across the image, almost as if it were jumping off the image at you. Towards the bottom of the image is the hashtag, #TasteTheRainbow and in faint, little letters below the hashtag is the copyright of the advertisement.

The package of Skittles in the image is a vibrant, bright red color with individual Skittles floating on the “U” shaped rainbow. The word “original” is at the top of the package in yellow. The rainbow on the image twists and spins in a “U” shape. The sky is a light blue color and has white, faint clouds dispersed throughout.

The use of the red, yellow, and blue colors, along with the rainbow creates the positive feelings of joy and being content. When someone sees the color red, the sense of hunger is initiated. When yellow is seen, happiness overcomes an individual. The shade of blue illustrated in the image creates the feeling of calmness and tranquility. Many times rainbows are associated not only with happiness, but with luck. The “pot of gold” that is supposedly at the end of the rainbow is subconsciously thought about when someone sees a rainbow. The combination of these colors creates the feelings of hunger, happiness, luck, and calmness, all at one time. This enables the viewer to look at the image in a positive manner and truly become aware and pay attention to what the advertisement is trying to say or do.

Associating a hashtag with the image allows for the audience to be expanded because the advertisement will reach a larger amount of people and will be broadcasted on many more platforms. Utilizing a hashtag, creates a more personal connection with the consumer because people that have already purchased the product are able to share their personal experiences and stories with people that are interested in the product.

The targeted audience for this image are children and people in relationships. The bright colors and rainbows capture the attention of youth and the phrase “Taste the Rainbow” really captures their attention. Obviously, it is not possible to taste a rainbow, however to younger kids, they are not aware of the impossibility and have a strong desire to see what the rainbow tastes like. The slogan “Romance the Rainbow” appeals to couples and people that are engaged in relationships because the words make it seem like skittles are the answer to good, healthy, strong relationships. Therefore people are more inclined to buy them in order to improve or achieve their desired relationship.