Visual Culture

Workshop III, OUCA501- Context of Practice


Visual Culture: The Reader

The First World Model states that photography should relate back to the text, this model is supported by John Berger, an english critic. He believes that the text should authenticate the image, give it meaning so there should be a full understanding of the content. However the Second World Model allows the reader outside of these constraints allowing them to make up their own reasoning or judgment of the text and image.
The Face, a british culture magazine with art direction from Neville Brody, is laid out following the second world model where the reader can freely 'cruise' through the magazine looking at either images or text, or both, allowing the reader to look at what they find interesting. 

Andy Fowler
Andy Fowler believes that advances in technology, the increase of new medias for advertising to communicate through is all part of a 'golden age' of advertising. Cretaives can be even more creative with their big idea as there are many more touch points to explore. He believes interactive and integrated campaigns are extremely effective as they require costumer input which creates relationships between the brand and the consumer. He believes despite new technologies creating new platforms, more traditional platforms are not dying, they can be a big part of a wider campaign.
He uses the example of Wrangler We Are Animals, where print, press and TV was used to direct the audience to the interactive website, that required user engagement.

'Advertising is such a limiting title now'
Impact of new media giving a third layer to communication.
No media is dying
Each media has a different role in a 'narrative'
New media is up close and more tactile
craft and creatives more important than ever- Golden age
Print makes announcements.
Levi Go Forth- crafted photography/Wrangler jeans interactive site Remember Reach

Creative Review - Wrangler's daredevil new campaign. 2015. Creative Review - Wrangler's daredevil new campaign. [ONLINE] Available at:http://www.creativereview.co.uk/cr-blog/2011/march/fred-farid-wrangler. [Accessed 02 March 2015].
Visual Culture: The Reader (Published in association with The Open University): Amazon.co.uk: Jessica Evans, Stuart Hall: 9780761962489: Books. 2015. Visual Culture: The Reader (Published in association with The Open University): Amazon.co.uk: Jessica Evans, Stuart Hall: 9780761962489: Books. [ONLINE] Available at:http://www.amazon.co.uk/Visual-Culture-Published-association-University/dp/toc/0761962484. [Accessed 01 March 2015].

Cybernetics

Workshop VI, OUCA501- Context of Practice
Cybernetics is method of analysing a system, in our case the system is the method of advertising, for example integrated or digital. Cybernetics is most effective when the system is a feedback system where the action of the system affects the system itself.
Feedback within advertising is extremely important it creates a conversation between the brand and the consumer or target audience. It allows the brand and the advertising agency to monitor the progress and effectiveness of the campaign, allowing appropriate changes to be made to increase the effectiveness of the campaign. The most effective form of cybernetics within advertising is interactive advertising, a form of advertising that requires mutual interaction between consumer and creator (or ad).

Interactive campaigns can range from ones where you may not even know how you are contributing to it (FIgure 1) or ones where you physically have to interact with the ad to find out what the message is or gain some sort of reward (FIgure 2).

Harrison, S (2012). Changing the World Is the Only Fit Work for a Grown Man. Kent: AdWorld Press.

interactive advertising « Zoom Creates Blogs. 2015. interactive advertising « Zoom Creates Blogs. [ONLINE] Available at:http://www.nineteenfortyone.com/tag/interactive-advertising/. [Accessed 01 March 2015].

. 2015. . [ONLINE] Available at:http://www.ibelieveinadv.com/commons/mcd_outdoor_puzzle.jpg. [Accessed 01 March 2015].