Monday, February 23, 2009

Mid Term - "Yaris: The Cool Car?"

Leah Moriyama
Critical Practice 1 T 3:30-6:30
Rosetta Brooks
24 February 2009
Mid Term Paper
Yaris: The Cool Car?

The advertisement that I have chosen to analyze is an advertisement for the Toyota Yaris. It is published in the magazine Complex. We are surrounded by thousands of advertisements and editorial images every single day. Some of them work on us and some of them do not. If we actually take the time to really look at the images, it is very interesting to break down their immediate denotation and also to analyze their connotations as well. If we take a closer look at them, as I have done with this advertisement, we can see what is really going on to make us think and feel however we do when we interpret images.

The denotation of the advertisement is an image of two cars in a box. The box is open and the lid rests against the left side of the box. The box is black and it rests on a perfectly seamless white background. The box has a shadow on the viewer’s left side, and a slight reflection on the front, which is facing us. The two cars fit snuggly in the open box, lying on their sides with their roofs facing each other. The car on the left faces downward towards the bottom of the page, while the car on the right faces upward towards the top of the page. Each of the cars has its tires facing outwards towards the sides of the box. The car on the left is a bright, orange, fiery, red color and the car on the right is a bright, true, blue color. The cars are also different models. The red car on the left is a four-door or sedan, while the blue car on the right is a three-door or hatchback. Each is clean and shiny. Both of the cars also have shiny, silver rims. The inside of the box is brown and we see that the box is made out of cardboard. Inside the box, under the cars, there is brown, wrinkled paper with Toyota logos all over it. The box also has Toyota logos on it. There is one on the lid and two on the side that faces us. The logos on the black box are white, while the logos on the brown paper are black. On the side, there is also a white rectangle with logos, small symbols and text, and a bar code. The image of the cars in the box is mostly centered on the page and fills most of it. However, it does not really go far beyond the edges of the pages. We see the image in its entirety and we look down upon the box from an angled view. The view is not directly above. The box rests on the shiny white surface diagonally. The box has one point perspective going away from us, the viewer, towards the imaginary vanishing point.

The advertisement also consists of denoted text. In the upper right hand corner of the page, over the plain white background are the words “Yaris,” “fresh,” and “kicks.” There is a thin vertical line between the word “Yaris” and the words “fresh kicks.” The word “Yaris” is in bold style type and is also in a clean and simple, futuristic font. The words “fresh kicks” are in a very simple, plain, thin font. The word “Yaris” refers to the name of the car featured in the advertisement. The word “fresh” means brand new, newly made, previously unknown or unused. One example of this meaning would be used to describe fresh made bread, “fresh out the oven.” “Fresh” could also be interpreted as a feeling, as in the way we would feel after a good nap or a nice shower. The word could even be interpreted to describe the way something or someone looks. For example, a young and energetic girl could look fresh. In this advertisement, the word “fresh” also refers to the urban terminology or slang used to describe something hip that is well liked. This usage would be similar to other slang terminology such as, cool, dope, tight, or boss. The word “kicks” is also used in reference to urban terminology. This terminology refers to footwear and is commonly associated with sneakers, tennis shoes, or trainers.

On the box is the word “Yaris” again, this time shown in a stronger style font, which appears to be the logo for the car model. The word “Yaris” is above the Toyota logo and again, is also white in color. To the right of the logo is white rectangle which contains the Yaris word logo again in white on a smaller black rectangle within the white rectangle, a black Toyota logo, and the small numbers 10, 11, 28, 15.5, and 29, in small boxes. Below this are black/white/gold and a long number. All of this text in the rectangle is very small.

At the very bottom of the page in small text and thin, plain black font, starting from left to right are the words, “YARIS LIFTBACK STARTING AT $12,965. SHINY, NEW AND READY TO GO. TOYOTA.COM.” Below this in even smaller black type are the words, “MSRP excludes delivery and handling fee. Excludes taxes license, title and other available or regional equipment. Dealer price may vary. © 2008 Toyota Motor Sales, U.S.A., Inc.” We quickly denote this as car a sales disclaimer, legal jargon, or fine print. Next to these lines, in the lower right hand corner of the page, the Toyota logo, consisting of both the symbol and the word “TOYOTA” in their signature font. Below this logo are the words “moving forward” which is the Toyota slogan.
The connotation of the advertisement is that the two cars are supposed to resemble a pair of shoes. The black box is the shape of a shoebox and the logos on the top and sides of the box resemble the logos that would appear on a Nike, Converse, of Adidas box. The wrinkled brown paper inside the cardboard box also resembles the tissue paper that wraps the shoes and fills the space inside the shoeboxes. The white rectangle on the side of the box is placed there because it is supposed to be a label that would be found on a shoebox, denoting the style, size, and color of the pair of shoes it contains. The two cars lay on their sides inside this box exactly the way two shoes or sneakers would inside a shoebox, each facing opposite ends of the box, with their tops facing each other. The words denoted on the top of the page that say “fresh kicks” in this case, refers to the cars as “fresh” sneakers. The words in the advertisement imply that the cars are young, hip, and cool, and also that they are shiny, clean, and brand new. They imply that the cars are brand new off the lot, and also new and innovative in design as well. When the advertisement says, “shiny, new, and ready to go,” it refers to ready to get out the box like a new pair of shoes you want to wear, and ready to go off the lot, like a brand new car you want to drive home.

Furthermore, this advertisement connotes that the Toyota Yaris is a hip, young car that is made for a hip, young driver. The targeted consumer group for this car is probably of the teenage age group. The Yaris is probably an inexpensive car that is supposed to be fun and cool looking. Young people are very interested in urban fashion and street-wear. One of the main aspects of this urban, fashion culture is the sneaker craze. Sneakers are very popular in the street-wear and urban fashion sub-cultures and are often collected and sought after. The brand new, shiny, colorful cars in the shoebox are meant to connote the feeling that one would feel about a brand new pair of really cool sneakers fresh in the box. The way the box lid is open and resting next to the box, it invites the viewer to go try them on, or in other words, go test drive one today.

The Yaris advertisement has a style that uses a lot of computer graphic imaging and has a computer animated look. Although the images of the cars and box appear to be derived from photographs, the images appear to really be digitally processed. First of all, the size difference between a shoe and a car is great. Therefore the cars are made to appear very small or the box very large. Apart from the obvious digital imaging in putting the cars in the box, the overall appearance of the advertisement has a very digitally rendered look and feel. This look also implies a connection to a younger crowd that is more drawn to this digital world as opposed to a more traditional photographic look more associated with a more mature crowd.

This advertisement also connotes that the Toyota Yaris’ driving performance is subordinate to its trendy image and fun, youthful appeal. Nowhere in this advertisement, is there any mention of any engine or performance specifications. Nor are their any images of the motor or other performance parts. There are hundreds of car advertisements that connote their respective cars as machines built with speed, agility, traction control, extremely sensitive break and suspension systems, and many other fine automotive characteristics. Even if these characteristics are not listed in words, they are often connoted by images of cars zooming around tight turns on canyons or stopped at the edge of a cliff. Often, photographic techniques such as blurring, or canted angles add these energetic effects to the images. However, the Yaris advertisement is nothing like those. The Yaris is not about speed or performance, or even safety apparently. It is generally marketed to be a fun, bubbly, young car that is inexpensive, cool looking, and fun to drive.

It is very interesting to take a closer look at the denotations and connotations of an editorial image, an advertisement, or any image for that matter. When we really break them down, we see the statements and suggestions that a simple image can make. It is interesting, to think about the way that we interpret an image and how we can interact with each other through these visual codes. By looking at these images this way, we begin to see the importance of the many aspects of an image, and how we can better express ourselves visually.

Tuesday, February 10, 2009

Journal #1

Overall the inauguration of President Obama was a huge deal. The inaugural events were very extravagant and I feel as though the inaugeration has not been this celebrated for as long as I have lived. The celebration has been going on for a week. I think that this is really amazing because it shows how involved the American people have become in the future of our country. I feel that it has taken many, many Americans a long time to realize that the Bush administration has been extremely detrimental to our country, and we are finally going to have change.
As I watched President Obama make his journey through Washington D.C., I admired his dignity and I felt very proud. I am not exactly sure what the feelings I felt meant, because I am aware that he is yet to do any great deed as President of the United States. However, I also know that I am proud to live in this country in a time that an African American man was elected to be President. Being a minority myself, I think I feel a connection, as though he represents all minorities and not just African Americans. I like how he made a comment during his Inaugural speech about how amazing it is that he is now the president when not so many years ago his ancestors were suffering from segregation.
One thing that I liked about the inauguration occurred during President Obama’s swearing in. It was when he made a mistake and kind of forgot his line, or flubbed his line. He went on to recover the line with a great big smile. I love this part because I feel as though it shows how human President Obama is. In a way it was like a reminder that he is one of us and he represents us. I think the American people feel a connection towards him. It is obvious by the number of people who attended the inauguration and also by the way that people show their support, that the American people have great love for President Obama.
The inauguration was definitely and event that had cultural markers. One thing that stood out was how the Tuskegee Airmen were involved in the inauguration. This affected the way that I saw the event because it reminded me of President Obama’s culture and the culture’s history. This brought attention to how historic this election has been. I thought it was beautiful that they paid homage to the Tuskegee Airmen in the inaugural events.
Another cultural symbol that stood out to me was a small but strong, and bold one. During the event there was a scene where the cameras panned the crowd and showed all of the people cheering and waving their arms. Amongst the crowd I noticed one African American person holding up his fist in a black power salute. It was such a beautiful thing. This one symbol goes back in history of course and also reminded me of the Olympians who lost their medals for holding up their fists proudly. All of these thoughts ran through my head and I smiled and nodded my head as a response. This also made think about the inauguration in different ways, and one those ways was to try to imagine how proud the African American community must feel.
The event is marked as historical by a great many visual symbols. The whole event is in our country’s capitol and everywhere we look we see historical landmarks. The use of the Lincoln monument and the Lincoln bible are also major elements. We see military men from all of the American military sects and we see all of the American flags from our country’s history. We also see many of the past American Presidents and their families. The image as a whole is definitely marked as a historic moment because you can literally see all of the people who are there to witness it and be a part of it. These are just some of the visual elements that make it look historic other then the actual, obvious act of the swearing in of our 44th president.
I feel that the televised image of the inauguration was seductive in Berger’s sense because like he says, the image worked on me. When I listened to Obama speak and when I watched him up there, I believed him, and I felt hope for a better America. I feel as though he is human and he is one of us. Since the event was very current, of course, it corresponded to our observations of people. I think that he was portrayed as an honorable man and a dignified one and that this image worked on me. I believe this to be a true representation of him.

Journal #3

I think that the difference between looking and seeing is very interesting. This language is really something to think about. Seeing is actually a sense that we are born with. The sense of sight is a default sense. Looking is not something that we are born with. Looking is an act or an action. However, looking by definition in the dictionary means to look in the direction of something or just direct your gaze. Seeing on the other hand, by definition is to perceive and to discern. When you tell someone, “look at me when I talk to you.” What you mean is for the person to just stare in your direction. But when you ask someone,” do you really see me?” then you want a lot more than a look. You are asking them if they really know who you are and if they see you for who you really are. In this sense, the language seems somewhat contradictory and that is interesting to think about.
The show lie to me examines conventional codes of seeing by showing us what we don’t see and by giving us the chance to see the way Lightman sees. He has a heightened sense of seeing. The structure of the show and the director create this extremely heightened visual reality. First of all, when Lightman is trying to figure someone out, he looks for certain physical actions that people do subconsciously. We see them because we get a slow motion, blown up, zoomed in, close up view of the action that Lightman catches. For example when he is trying to figure out a crime, he may notice a small chin thrust, or wrinkle, or maybe a snarl. These little actions are ones that we normally don’t notice at all, nor do we think about them. This shows that Lightman sees things out of the ordinary and he breaks conventional codes of seeing. We also then think more about the way that we normally see, after watching this show. I also think it is very interesting that after showing an action, they often follow it up by cut scenes of famous people doing those same actions in various situations that we are aware of. Some of these people were past presidents Nixon, and Bush, and also celebrities like Jessica Simpson. This also ties in our ways of seeing because this relates what we see in the show to what we have seen in real life. We have seen these actions and interpreted them in their contexts of each situation.
The show is also very focused on fragmenting of the bigger picture, which is shown with the zooming in which I commented on earlier. It is also shown with the mapping and breaking down of faces, which is shown in all of Lightman’s studies, including the videos and the pictures on the wall of his office. Also since the show is primarily a mystery theme, it is about the bigger picture through theme because that is what we are trying to see since the beginning. We put all of the little parts together to see the bigger picture. This is very interesting to think about in conjunction with the way that we see things.

Tuesday, February 3, 2009

Journal #2

I find the article to be very intricate and pretty interesting. One point that I find interesting is that we see things differently because of what we know and what we believe. I think that this is definitely a true statement. For example, if we see a gorgeous photograph of an actress that we hate, it does not matter how beautiful the image is, because we will not like it. This is just a simple example of the point. I love the pieces by Rene Magritte that deal with this concept. He is one of my favorite artists. I also love Manet and I feel that his paintings are definitely ones that are better when you know something about them. I had seen his paintings when I was young and just always thought that they were just classic paintings because I was viewing them in a modern day context. After taking art history and learning about other paintings and about what Manet was doing with his work, I realized what a rebel he was and I loved his paintings. Now when I look at his paintings I definitely see them differently than I did before, because of what I know and what I believe. My personal beliefs affect the way I see them as well as the information that I know about the paintings, because my beliefs allow me to respond to Manet’s paintings the way that I do. Other people may look at them and hate him, and think that he is a blasphemous artist. I think that it is a good thing to know some information about the art that we see because it changes the way that we see the images. It was interesting when we discussed Andy Warhol in class. Andy Warhol is so famous now and because he has this whole persona and his lifestyle is well known, this changes the context of the way we view his work. We have this whole image of how he produced his work in his studio with all these people surrounding him, and with all of his muses, and everything. I think that since what we know affects the way we see things, it is also important to think about how what we don’t know also affects the way we see things.