Category Archives: Reading Responses

Botany of desire

These opinions that we have just talked about is sadly true because now in days companies are taking over everything until they are just in complete control of our brains. But to think plants as software is a defining line to wether food is food, or just another commodity.

Most computer’s now in days need the software in order to function as well as us humans need food/produce in order to keep on living. What is worse is that one company is controlling all of the produce which leads to no competition which is bad for everyone.

To create an image for this, i see the potatoes are all in sleeping chambers like the movie, “The Matrix” and have the labels “mon santo” on the chamber.

Pantone

The Central metaphor of the pantone campaign is to show that pantone colors are like ballerinas. The company picked this metaphor because the colors have movement and can be combined with other colors to create a scene or express emotions, just like ballerinas. The message is effective because I see the different shapes and strips that show movement and the temperature of the colors and lights that help express emotions, just like a ballet show. As for designers they use colors to express all this.

Pantone

The central metaphor of this brand campaign for Pantone, is light being reflected as a set of  paint. The reason why the company  decided on  this metaphor, was because Sub Rose the AD/Branding Agency, had  pitched the idea of using light to paint the world and using lighting design, that could communicate “brilliant”. This message was very effective. The reason why, is because showing color in an aspect of light and incorporating that with technology they nailed it. It looks like they used paint but really its light.  What I learned from reading PSLN, about the process of making these images is that sometimes you have to work with what you have and by this I mean that in this campaign,  the team used continues lighting to capture all these wonderful images. What surprised me the most is that they didn’t have to retouch any photo at all. They used the photo they shot in their campaign. They captured what they wanted and more.

Pantone-Make It Brilliant

The central metaphor of Pantone was to create a world, a world that is painted not with paint but with lights. By playing with the uses of lighting technology and adding shapes to the room, they made their saturated lights to stand out more, since they wanted a world that is exciting and not flat. I believe this campaign ad is successful because of the different colors that is used to make them feel thrill and see this to be an interesting idea.

Pantone – Make it Brilliant

I believe that the central metaphor for this campaign is based on the colors depicting the emotions for each one. They chose this because  colors shows expressions and the ballerinas don’t show their emotions through facial expression but with their movement. Each image shows a single or group of ballerinas positioning themselves while having different lighting. For example, the middle image has spot lightings while posing under the category “fashion and home”. I think this is very effective due the mood the lighting gives along with the ballerinas posing differently. What I learn is how this campaign came to be with a simple question and what surprise me is that there is no editing to the images. I think that’s awesome to make this happen.

Pantone

This piece works in many different ways. Creating a scene full of color can easily show the public how their company is not only for the digital work but also for any object in real life. Adding  brilliant colors with different people in it makes a difference as now we can associate both world in one.

The biggest metaphor in this videos has to be that a big company that is mostly use for designer, fashion and anything in between can make someone aware that what they do and can do will make it eventually to the real world and physical objects.

Pantone-Make It Brilliant

Take a look at the campaign done for pantone by Sub Rosa.

http://www.pantone.com/make-it-brilliant-campaign

Read about it:

http://www.plsn.com/current-issue/116-behind-the-lens/14739-pantone-a-behind-the-scenes-brand-gets-its-close-up.html

Answer the following in a post:

What is the central metaphor of this brand campaign for Pantone? Why did the company pick this metaphor and how is it conveyed? Do you think the message is effective? What did you learn from reading the piece in PSLN about the process of making these images? What surprised you most?

Mirrors and Windows

Szarkowski used the terms “Mirrors” and “Windows” to describe the two different ways of perception towards a photo. A photo can be seen as a “Mirror” if it conveys the photographer’s intention and idea through which the viewers get the notion of what the photographer wants to say. In the other hand, the term ” Window” is used when a photo is more about providing a reality of the outside world that one can take in.

Apply those conceptions to the two photos by Crewdson and Winogrand, we will be able to conclude that Albuquerque is an example of a “Window” while Daughter is a “Mirror”. Taken randomly with no setting, Winogrand’s photo renders a real picture, or a reality in which the viewers will have different feelings towards. One can say the image of the two children playing in a seemingly remote land evokes the loneliness while another one might look at it as an ideal picture of the American Dream. On the other hand, Daughter of Crewdson tells a different story with character portrays, location and lighting that  bring up specific feelings of drama and shame.

Mirrors and Windows

Szarkorwski states that mirrors and windows are metaphorically represented as in things we see in and how feel about it. For example, a photograph can be seen as a window as it acts like a portal to the exterior world which is the reality and that you get to explore what’s it out there. While mirrors, a type of romantic expression that shows one’s reflective emotions; an implanted emotion that the photographer created to let viewers see what he wanted them to see and feel.

Crewdson’s photograph is shown as a mirror, the type of emotion is being manipulated; setting, and actors are chosen and placed in way to create the type of atmosphere and one’s desire emotion. Like the daughter who is emotionally ashamed because she’s shown standing outside at night, alone, wearing almost nothing but her underclothes, and her mom is shocked by her as one her shopping bags is on the ground. The photo is in color, has a high contrast, and sharp overall to emphasize one’s moment or a scene.

Winogrand’s photograph is shown as a window, a realistic place that is not in any way fabricated. The photo does not have a lot of shadows since it has low contrast and diffused lighting. Also, it’s shown like a recorded documentary of a real event that is happening in the world. Unlike Crewdson’s photo, Winogrand tells the story of a real life family who isolated themselves away from the community to be in a sub-urban place.

Mirrors and Windows

Szarkowski uses a metaphor of mirrors and windows, in the above images. Mirrors meaning it is planned and windows is reality. Crewdson photo is a mirror photo. The reason it is a mirror image, is because he was in control of taking this shot. Meaning that he planned it the lighting,the people, the setting, the fact that there groceries on the floor, mom wearing a coat yet daughter not as much clothes.This scene is a night scene we can see that the daughter is looking down at the mother, where there is no high contracts but low contracts making a very big impact in this images feeling and gives us a sense that this image was shot in a community area because of the houses next to each other. This image is an example of extensive depth of field, where everything is in sharp nothing is out of focus. However Winogrand images is a window photo. The reason for this, is because there was no planning. The feel of this images is kinda lonely, we see a child looks like he or she is about to run out, the background looks very dull empty. The garage is low key not enough light and outside we have direct light from the sun hitting the floor. This image to me has more emotion because it shows reality, I might not know the story but just looking at the baby walking out alone living in an area where there much people the only light is the sun and mountains are seen from afar. It has a range of lighting tones and it has a feeling of depth between the house and nature. The black and white pictures focus our attention to the baby because of the light directing to her.