Part 1 is here.
Use the analysis techniques that you’ve developed during this course to produce your own images for a product of your choice. The images must have a message that this is delivered through interpretation of the image. How will they do this?
- Produce an image for a product of your choice that is implicit. Choose a product that has currency and a history that can help feed your ideas and approach to the project.
- Produce an image for a different product which is explicit. Choose a product that is quite new and has a very limited history, preferably none. Develop your idea for an explicit message-based campaign.
Do some research into the market for your chosen products and include this in your learning log or blog. Provide evidence of the development of your ideas and the decision-making behind the final images. Produce one image for each product.
Perhaps one of the best-known users of implicit advertising at the moment is Specsavers, with their ‘Should’ve gone to Specsavers’ campaign. They employ humour to imply that the subject of the ad has poor eyesight.
I went with the Leica Q, a relatively new (2015) camera with no current advertising material. When Leica does advertise, it tends to emphasise its heritage and engineering quality.
I’ve split this exercise into two parts: the analysis of existing ads, and the creation of my own examples.
Take a look at recent advertising that involves photographic representation of the human body. Choose two ads where the message is explicit and two where it is implicit. Can you find any that are a combination of the two? Analyse these images in your learning log.
The ‘Beach Body Ready’ campaign caused an understandable stir when it hit the London Underground in 2015. Accused of ‘body shaming’, the ad went for a very straightforward message of implying that women need to look like this to go to the beach.
Protein World – Beach Body Ready
Harley Medical Group
By comparison, the Harley Medical Group ad is uncontroversial but also unremarkable. The advertiser is aiming to reassure the viewer, though this is mostly done with the text. The photo is there simply to depict a satisfied customer for the viewer to identify with.
Both of these ads employ sexual imagery, specifically erect body parts, but for quite different reasons.
The Skoda ad is one of those very ‘clever’ ads that car makers are known for, implying a feature of the product without showing the product at all, rather by showing an outcome that stands in for the product. It’s cheeky and subversive, if objectifying. To be overly pedantic though, the imagery contradicts its own internal logic – it implies that one seat in the car can have two temperature zones (which is not the case), or that the cold air from one side of the car can impinge on the other (which diminishes the feature message). Yes, I’m overthinking this, but it becomes a negotiated reading – I look at it and I think “so as a passenger in a Skoda Octavia I’m going to be half-cold?”.
While the Skoda ad chose to use sex to sell an unrelated product, the Lloyds Pharmacy ad is a very unsubtle attempt at overcoming the fact that the ad is about erectile disfunction, something that can not be depicted directly and must be implied by whether or not one has to hold onto one’s hat…