Re: Wk04 - Barthes' Rhetoric of the Image
Posted: Mon Oct 22, 2012 5:17 pm
The Lake & Stars Advertisement
These two ads are for the lingerie company, “The Lake & Stars”. Their content spurred much controversy in the media, and related interviews and articles can be found under “sources” of this post.
Linguistic: The linguistic message in these advertisements is sparse—a simple inclusion of the company's name in the bottom right corner is the only visible text. Other than to provide branding, the text doesn't do much to influence the iconography of the image, and unless the viewer knew the brand already, the name itself does not seem to relate to the product being sold. The name “The Lake & Stars” could be for a myriad of products, yet it is attached to these images of women in lingerie, suggesting the sale of clothing or undergarments to be the company's primary goal. The ads originally appeared on the company's website as part of their Fall campaign, which is perhaps why the text is so limited (people viewing the original ads would also see the surrounding website text and product descriptions). The fact that there is not an elaborate linguistic message allows for the photos to speak for themselves, therefore encouraging the viewer to read into them however they so choose. Such ambiguity led to controversy and debate about the true meaning of the ads.
Non-coded Iconic: In these advertisements a mother and daughter are seen posing intertwined while wearing lacy lingerie. In the first ad they are in an embrace, with the mother making direct eye contact with the camera while the daughter nestles into her mother's arms, eyes closed. The second advertisement displays the mother laying on top of the daughter, whose eyes are now making the eye contact. Their limbs are tangled together in both images, and their partially nude bodies are very much in contact. The mother appears to be in her middle-ages, with greyish hair and an artificial tan to her skin tone. The daughter is very pale and has red hair. Despite these distinctions their facial features show them to be related. The mother wears a two piece set in each photograph, while the daughter remains more covered up by a corset and slip. The mother and daughter, as well as their attire, are the primary focus in the ad, as the empty light blue background does not provide any extraneous detail.
Coded Iconic: The Lake & Stars campaign managers intentionally left these images up to viewer interpretation when they released promiscuous photographs without a clear reason as to why they chose a mother and daughter in these seemingly unusual positions. They were aware of the implications such poses could have, yet consequential debate on the topic made their company more well known. These ads connote a variety of messages to the viewer depending on one's stance on familial relationships and what is considered appropriate. Many viewers were enraged and felt disturbed by the photographs because they claimed they promoted incest and inappropriate contact between a mother and daughter. This opinion stems from society's negative opinion toward overtly sexual interactions between adults and children, parents and children, and even just two women. The mother's embrace of her daughter can be read many ways. For instance, it could be interpreted as a caressing gesture, implying a level of attraction between the two women. Laying down on top of her daughter can also be seen as a sexual action, as such a position is usually suggestive of lust or desire. Viewers who interpreted these images to have this sexual aura reflect society's rejection of relationships which make us uncomfortable. The use of two female models is common in fashion photography and is typically utilized to promote these feelings of desirability or sexuality, yet when executed with a mother and daughter, the poses take on a deeper level of sensuality and force our own values (i.e. regarding lesbianism, incest, etc) to influence how we perceive their relationship.
However, in interviews the company claimed they were not promoting inappropriate mother-daughter relationships and in fact were attempting to highlight a positive connection between the women. The same embrace which could be seen as sexual can also be seen as protective—the mother stares at the camera defiantly while clutching onto her daughter's shoulder and waist, bringing her close. The daughter's serene facial expression conveys she is being comforted rather than exploited, and she hugs her mother back with the same love. In this first image the mother seems to be empowered and looking after her child. In the second photograph, the roles have reversed. The daughter now holds onto her mother's arm and looks at the camera. The mother's facial expression seems almost distressed, and her horizontal pose connotes a frailty or weakness not shown in the first photo. The women are not touching each other sexually but rather expressing their close relationship and familiarity. The use of lingerie also connotes notions of what it means to be a woman, both young and old, and how beauty and femininity change as we age. How we perceive young women in lingerie is much different than how we see an older woman in the same garment. Typically we associate young, scantily dressed models as objects for desire and attraction, yet the girl in these ads appears innocent, and any sexuality exuded from her being is almost by accident. The interaction between the mother and daughter while wearing these items is suggestive of a strong female bond, a unifying element to what it means to be a woman in this culture. Depending on one's own personal opinion, these ads can be seen as either inappropriate or simply as an expression of care and love.
Personal Photograph
This is a photograph of my mother and me eating at a restaurant during one of our vacations. I chose this image to juxtapose with the Lake & Swan advertisement because of the similarity in theme—i.e. mother-daughter relationships and physical appearance of the younger versus older generation.
Linguistic: There is no linguistic message in this photograph other than the words on the menu, which are difficult to read—practically the only words that are legible read “Soups & Salads”.
Non-coded Iconic: This photograph was taken inside a vacant restaurant adorned with tiled walls, spherical light fixtures, and swirl patterned dividers. My mother and I are seen seated side by side while looking at our menus and spreading butter on the bread at the table. The position of our hands on our knives is practically identical. Since this is a candid shot, neither of us are looking at the camera, and do not seem aware the photo is being taken. My mother is caught mid-sentence, hence her mouth being partially open. We are wearing cloth hats, scarves, and long sleeved t-shirts. Even though the photo is in black and white, my clothes are notably lighter in color, whereas my mother's are darker hues. There is an untouched place setting toward the bottom right, and our water glasses are completely filled. To my left there are numerous alcohol bottles along the bar, and behind my mother the restaurant extends back into more empty tables. The perspective of the image suggests the photographer is seated on the opposite side of the table.
Coded Iconic: The parallels in our clothing and mannerisms suggest that we have a very close relationship. Looking from one figure to the next creates a strange sensation of looking into the future—I can see what I may grow into as I age because of the similarities between us in this moment. Our lack of eye contact with the camera and with each other suggests we are consumed by our own thoughts, yet despite our minds be disconnected from one another, our actions are mirrored unintentionally. The atmosphere of the restaurant appears high end while our clothing is casual, a disconnect which implies we may be out of place. We both read our menus intently while simultaneously reaching for the bread, thinking about what comes next before even enjoying what is immediately before us. This photo shows us acting as if we are twins despite our large age difference. However, since my mother appears young (as connoted by her fashion, eye makeup, and accessories), we could potentially be seen as sisters rather than mother and daughter. One could assume I am trying to mimic my mother's appearance by dressing and acting like her, or the opposite may be true—she could be imitating my style in an effort to seem younger. Her painted nails, sparkled hat, and jewelry seem glitzy in contrast to my plain attire. Overall the image conveys our physical resemblance and similar tendencies when in fact we have very distinct personalities.
Sources:
http://www.huffingtonpost.com/2011/11/1 ... ml#s467563
http://nymag.com/thecut/2011/11/fox-new ... e-ads.html
These two ads are for the lingerie company, “The Lake & Stars”. Their content spurred much controversy in the media, and related interviews and articles can be found under “sources” of this post.
Linguistic: The linguistic message in these advertisements is sparse—a simple inclusion of the company's name in the bottom right corner is the only visible text. Other than to provide branding, the text doesn't do much to influence the iconography of the image, and unless the viewer knew the brand already, the name itself does not seem to relate to the product being sold. The name “The Lake & Stars” could be for a myriad of products, yet it is attached to these images of women in lingerie, suggesting the sale of clothing or undergarments to be the company's primary goal. The ads originally appeared on the company's website as part of their Fall campaign, which is perhaps why the text is so limited (people viewing the original ads would also see the surrounding website text and product descriptions). The fact that there is not an elaborate linguistic message allows for the photos to speak for themselves, therefore encouraging the viewer to read into them however they so choose. Such ambiguity led to controversy and debate about the true meaning of the ads.
Non-coded Iconic: In these advertisements a mother and daughter are seen posing intertwined while wearing lacy lingerie. In the first ad they are in an embrace, with the mother making direct eye contact with the camera while the daughter nestles into her mother's arms, eyes closed. The second advertisement displays the mother laying on top of the daughter, whose eyes are now making the eye contact. Their limbs are tangled together in both images, and their partially nude bodies are very much in contact. The mother appears to be in her middle-ages, with greyish hair and an artificial tan to her skin tone. The daughter is very pale and has red hair. Despite these distinctions their facial features show them to be related. The mother wears a two piece set in each photograph, while the daughter remains more covered up by a corset and slip. The mother and daughter, as well as their attire, are the primary focus in the ad, as the empty light blue background does not provide any extraneous detail.
Coded Iconic: The Lake & Stars campaign managers intentionally left these images up to viewer interpretation when they released promiscuous photographs without a clear reason as to why they chose a mother and daughter in these seemingly unusual positions. They were aware of the implications such poses could have, yet consequential debate on the topic made their company more well known. These ads connote a variety of messages to the viewer depending on one's stance on familial relationships and what is considered appropriate. Many viewers were enraged and felt disturbed by the photographs because they claimed they promoted incest and inappropriate contact between a mother and daughter. This opinion stems from society's negative opinion toward overtly sexual interactions between adults and children, parents and children, and even just two women. The mother's embrace of her daughter can be read many ways. For instance, it could be interpreted as a caressing gesture, implying a level of attraction between the two women. Laying down on top of her daughter can also be seen as a sexual action, as such a position is usually suggestive of lust or desire. Viewers who interpreted these images to have this sexual aura reflect society's rejection of relationships which make us uncomfortable. The use of two female models is common in fashion photography and is typically utilized to promote these feelings of desirability or sexuality, yet when executed with a mother and daughter, the poses take on a deeper level of sensuality and force our own values (i.e. regarding lesbianism, incest, etc) to influence how we perceive their relationship.
However, in interviews the company claimed they were not promoting inappropriate mother-daughter relationships and in fact were attempting to highlight a positive connection between the women. The same embrace which could be seen as sexual can also be seen as protective—the mother stares at the camera defiantly while clutching onto her daughter's shoulder and waist, bringing her close. The daughter's serene facial expression conveys she is being comforted rather than exploited, and she hugs her mother back with the same love. In this first image the mother seems to be empowered and looking after her child. In the second photograph, the roles have reversed. The daughter now holds onto her mother's arm and looks at the camera. The mother's facial expression seems almost distressed, and her horizontal pose connotes a frailty or weakness not shown in the first photo. The women are not touching each other sexually but rather expressing their close relationship and familiarity. The use of lingerie also connotes notions of what it means to be a woman, both young and old, and how beauty and femininity change as we age. How we perceive young women in lingerie is much different than how we see an older woman in the same garment. Typically we associate young, scantily dressed models as objects for desire and attraction, yet the girl in these ads appears innocent, and any sexuality exuded from her being is almost by accident. The interaction between the mother and daughter while wearing these items is suggestive of a strong female bond, a unifying element to what it means to be a woman in this culture. Depending on one's own personal opinion, these ads can be seen as either inappropriate or simply as an expression of care and love.
Personal Photograph
This is a photograph of my mother and me eating at a restaurant during one of our vacations. I chose this image to juxtapose with the Lake & Swan advertisement because of the similarity in theme—i.e. mother-daughter relationships and physical appearance of the younger versus older generation.
Linguistic: There is no linguistic message in this photograph other than the words on the menu, which are difficult to read—practically the only words that are legible read “Soups & Salads”.
Non-coded Iconic: This photograph was taken inside a vacant restaurant adorned with tiled walls, spherical light fixtures, and swirl patterned dividers. My mother and I are seen seated side by side while looking at our menus and spreading butter on the bread at the table. The position of our hands on our knives is practically identical. Since this is a candid shot, neither of us are looking at the camera, and do not seem aware the photo is being taken. My mother is caught mid-sentence, hence her mouth being partially open. We are wearing cloth hats, scarves, and long sleeved t-shirts. Even though the photo is in black and white, my clothes are notably lighter in color, whereas my mother's are darker hues. There is an untouched place setting toward the bottom right, and our water glasses are completely filled. To my left there are numerous alcohol bottles along the bar, and behind my mother the restaurant extends back into more empty tables. The perspective of the image suggests the photographer is seated on the opposite side of the table.
Coded Iconic: The parallels in our clothing and mannerisms suggest that we have a very close relationship. Looking from one figure to the next creates a strange sensation of looking into the future—I can see what I may grow into as I age because of the similarities between us in this moment. Our lack of eye contact with the camera and with each other suggests we are consumed by our own thoughts, yet despite our minds be disconnected from one another, our actions are mirrored unintentionally. The atmosphere of the restaurant appears high end while our clothing is casual, a disconnect which implies we may be out of place. We both read our menus intently while simultaneously reaching for the bread, thinking about what comes next before even enjoying what is immediately before us. This photo shows us acting as if we are twins despite our large age difference. However, since my mother appears young (as connoted by her fashion, eye makeup, and accessories), we could potentially be seen as sisters rather than mother and daughter. One could assume I am trying to mimic my mother's appearance by dressing and acting like her, or the opposite may be true—she could be imitating my style in an effort to seem younger. Her painted nails, sparkled hat, and jewelry seem glitzy in contrast to my plain attire. Overall the image conveys our physical resemblance and similar tendencies when in fact we have very distinct personalities.
Sources:
http://www.huffingtonpost.com/2011/11/1 ... ml#s467563
http://nymag.com/thecut/2011/11/fox-new ... e-ads.html