I was asked to examine a location in a movie and how that environment may be perceived differently. On page 34 of Place – Room One: Urban, it talks about how a certain location can be recognised as scenes from a film setting. Everything is perceived differently by different people. It depends on the way your brain works. On page 35, Liam Gillick talks about Stanley Kubrick’s film “A CLOCKWORK ORANGE”. He says “Kubrick was concerned that the vision of Britain portrayed in the film would encourage violence and social unrest.” You could say this about most crime films that are seen on TV or Netflix such as Brotherhood. A better example would be the new film that has recently been released called “Blue Story”. It all about gang war and fighting for postcodes in London. Obviously if you haven’t seen the film then you won’t recognise the area from that. So I do believe that locations can be perceived differently in different context.

This is a scene from the Blue Story film, which was based in Peckham.

In this final project, I will be looking at ideas of how past, present and future designs interact with one another. Most of us nowadays are familiar with social media and that Facebook and Twitter are widely used all around the world, yet the idea of computer technology is still relatively new. A website can appear new through aesthetic changes, so a website can be edited to look modernised through new technology.

I’m not sure if my example is a visual communication or not but it’s definitely contemporary. Below, is an advert for the new iPhone 11 Pro. It is the first iPhone to be called Pro with the fastest chip. The advert consistently projects what technology they have used to create this futuristic phone. It shows hydraulic arms lifting and placing pieces together, drilling perfect holes and testing with proper machinery. There is a room full of computer cables, devices and motherboards. It also shows the long battery life with scenes of children playing videogames which also entices the younger generation as they feel they can relate to them. The overall advert emphasizes all the new features that come with this iPhone. The quote that stands out at the end of the video is “pushed to the extreme”.

I’d say this is characterised as new; the main one being the release date which is 20 September 2019. Then of course, the finishing look of the iPhone makes it look new with the technical design and 3 in 1 camera. It fits in with other contemporary trends such as Samsung as the two are almost competing, making sure they have the latest trends first. Every year Apple release bigger and better iPhones and every year, the previous one becomes ‘old’. So eventually, this new iPhone 11 Pro will become “last year’s thing” and the iPhone 12 will replace it.

Denotation – What Can You See?

• A portrait poster.
• The bottom third is text.
• “JOIN THE NAVY” is portrayed in bold red font.
• “THE” is a smaller size underlined by waves.
• Underneath, in a smaller blue font and capitals, read “THE SERVICE FOR”
• Below that, continues the message with “FIGHTING MEN” in a slightly larger blue text, also in capitals.
• The blue text is underlined with a yellow/gold colour which corresponds with the missile.
• The top two thirds are an image.
• A man wearing blue overalls and a white hat.
• He is saddled on a yellow/gold missile.
• Holding on via a thin rein with his left arm.
• His right arm is raised, holding some sort of whip.
• Appears to be gliding across water.
• Water splashing up at him.

Connotation – Implied Meaning

• The portrait orientation and the juxtaposition of the image and text aims to catch the audiences attention, encouraging them to join the navy.
• The poster aims more towards male population, back in those times the women were stereotypically meant to stay home and the men would go out and work. The poster draws in young, strong, dominant males.
• The missiles positioning signifies masculinity and the exaggerated phallic symbol.
• The way he is ‘controlling’ the missile connotes horse riding/racing. A sport that was widely popular for men, however, in recent years, more women have been competing.
• The gold colours of the missile suggest wealth.
• The red text could connote a lot of things. It could connote love and passion for the brothers in the navy. However, it could also connote violence, blood and danger that come with fighting.
• The blue text is specifically aimed at men. The colour blue is stereotypically associated with masculinity. The use of navy blue is associated with power and professionalism and emphasizes the Navy.

Analysing a different image:

Denotation:

• Portrait poster.
• Two thirds of the poster is black.
• The bottom third is water.
• Grey water bottles acting as rain.
• Landing in plastic infested waters.
• Red sea life floating on the top, dead.
• Big bold text at the top in a light blue reads, “71% of the world IS UNDER ATTACK”
• The word “ATTACK” is in white and slightly larger.
• Below that, another piece of text but not in capitals “One hundred thousand marine mammals and sea turtles are killed each year by ingestion of plastic” again, the word “killed” is in a different colour.
• Near the bottom, in bold capital letters it reads “DO YOUR PART” in light blue colour.
• Below that, It reads “RECYCLE” in bold, white writing.

Connotation

• The poster is intended to show you the effects of plastic waste and the impact it has on the environment. It implies that with the increased amount of plastic being used, it may as well be falling from the sky.
• It encourages people to “do your part” and recycle.

I wasn’t sure where to start with this exercise so I just researched the apple in art history. The first thing I thought of was Adam and Eve from the Garden of Eden. The fruit was eaten by Eve from tree of knowledge of good and evil. But it’s said that the piece of fruit wasn’t described as an apple in the Book of Genisis, it was added to the story by artists. In the image below, the ‘signifier’ is the forbidden fruit (apple) and the ‘signified’ is Eve’s disobedience to God.

There are many different paintings of Adam and Eve and each depict a different meaning. When Eve is taking the forbidden fruit, it’s signified as a sin whereas when Adam has the apple, it is signified as the fall of man.

This then leads me to the Golden Apple that appears in Greek mythology. The golden apple was planted and The Hesperides tended to the growth resulting in The Garden of the Hesperides. The apples are known to give immortality to anyone who eats them, but the gods and goddesses are already immortal. So Athena, Aphrodite, and Hera fought over the title of Fairest. However, the apple’s beauty was a trigger for the Trojan War.

A more modern example; I also thought of the use of the apple in Snow White. It is a childhood film of mine and I remember the princess being given a poisoned apple. It is a magic blood-red apple which, when eaten sends the victim into a sleeping death. The apple in this story signified death.

This saying still floats about today in modern times. It is a reference to Greek mythology meaning immortality. The modern term is signified as healthy living.

When you see an apple tree, it is signified to nature. But when you see apples in a supermarket, it is signified commercial food.

When you hear the word apple, most people assume you’re talking about the phone company. Since 1976, Apple has been hugely increasing in popularity. It is a multinational technology company, most people would know them for their iPhones, MacBook’s and many more devices. Their logo is an apple. Back in 1976, the logo was designed by Ronald Wayne; the third co-founder. I believe it depicts Isaac Newton sitting under an apple tree, one specifically above his head. As time has passed on, the logo has become more modern and re-designed by graphic designer Rob Janoff. It went on to be one of the most iconic logos in history. The bite is to emphasize the representation of an apple, it is also referred to as a computer ‘byte’.

After 22 years, the colours were then replaced with a more modern look. Which continues to be the same logo to this day, taking on all sizes and colours. The shape, however, stays the same from the original in 1976.

Apples have been grown for thousands of years. It is one of the most popular fruits but in recent times, the apple has become more significant in almost everything. From historic paintings to the science behind it, from nature, love and knowledge to a computer brand and everything in between.

For this exercise, I was asked to choose a film and the poster that comes with it. I have chosen my all time favourite gangster movie by Guy Ritchie. I will be considering how the typography, colour, image, and composition are used to reflect the film.

I will start by saying that the typography used is simple yet effective. The word ‘snatch’ is quite large, it takes up the first quarter of the cover. It’s bold but in lowercase which gives the impression it will be comedic. The word itself is a big giveaway as to what the film may consist of, it implies robbery. The background colour is white which is plain but it emphasizes the characters more. Brad Pitt is the main character in this film and we know that because he is stood slightly forward to the rest. He divides the left from the right implying that they could be enemies. The left side are suited up with swept back hair, these combined with the body language highlight that they are gangsters. I see Vinnie Jones on the left side, he is typically associated with the crime genre and is seen as a ‘hardman’. The poster introduces the main characters in the film. It suggests the film has a gangster theme within the crime genre. The Staffordshire Terrier also helps to emphasize this. All these elements communicate the genre of the film which is crime or gangster. The kind of story we can expect would involve stealing, fighting, guns, gangs.

Comparing Opening Credits to the Programme Itself

This is the opening credits to the US programme called Power. It mainly shows moving shots of large buildings, diamond rings, tailored suits, guns, money, drugs and women. Already just by watching the credits you know what it’s going to be about. All these elements connote the city life and crime which is what the programme is about. It emphasizes the gangster rich and glamorous life.

They say this is a big, rich town
I just come from the poorest part
Bright lights, city life, I gotta make it
This is where it goes down
I just happen to come up hard
Legal or illegal, baby, I gotta make it

This is the chorus from the backing track of the opening.  This is the first thing you hear when the programme starts and it has a lot of hints about how the episodes will look “legal or illegal”.

1: This choice of font kind of looks medieval or historical. Personally I think that it doesn’t look welcoming at all . The wrong font was used and it definitely gives off the wrong impression unless the place has a medieval theme.

2: This one is more acceptable as it’s a warning, therefore the text being in capitals emphasizes the instructions.

3: This font is basic yet professional, however, it could only be used in certain things such as letters and other formal texts.

4: Wrong font used again depending on where it’s used, however, it looks like it could be in a spa or a tropical holiday.

5: Standard font, sweet and simple, can be used almost anywhere. However, I wouldn’t use it to write ‘hand made’ because you can tell it is computer font. I would use a font that looks like its been handwritten.

Other Examples:

This font compliments what the text is trying to portray. It is simple yet exciting.

This font has been used very effectively as it has taken the shape of the orange. It’s still bold and easy to read.

On the other hand, this font contradicts the text as its traditionally known for historical times.