When it comes to visual literacy, understanding the culture and context of a picture of is of utmost importance. Above, I intentionally have placed next to each other several advertisements for Coca-Cola from across a spectrum of years. Based off of just a quick glance, it is immediately apparent that the ads are different and reflect the available technologies and culture of the time in which they were produced. Trying to understand these pictures requires a working knowledge of the historical context. Conversely, however, it is important to understand that all these ads have the same purpose: promote Coca-Cola. Consequently, there are several similarities and differences between them, and I will discuss each of the ads in turn.
The first photo of the man holding the case of Coca-Cola was created in 1949, and there are several telling factors that help date the image. The form of animation used was the predominant form of animation used at the time, and although this type of animation is sometimes used today, it is mainly for the effect of “throwing back” the intended audience to this time period. The type of suit the man is wearing and the type of haircut the man has are also reflective of the culture of the late 1940s.
The second image does not have any animation but, instead, features a bottle of Coca-Cola surrounded by several fruits, with the caption, “It’s the real thing. Coke.” The resolution in the picture, when coupled with the font, seems reminiscent of the 1970s, and, indeed, the ad was developed in 1970. Additionally, the positioning of the fruits and cheese around the Coke simply does not seem like a modern advertising technique and hints of the past. The combination of these factors makes the ad seem dated. The ad is similar to the preceding one in that Coca-Cola holds a prominent position, as it naturally should.
The final ad is a digital animation of polar bears endorsing Coca-Cola on their iceberg. The telling fact regarding the date is the digitization of the picture, and this ad reflects a growing culture of digitization in America at the time of production, 2002. Furthermore, the digitization allows Coca-Cola to manipulate convincingly polar bears into endorsing their product. The ad is creative and catchy.
A visually literate individual will pick up on these differences and see that all that the ad is telling them regarding the historical context of the advertisement and the technological capabilities available at the time, not just the product the ad is endorsing. Pictures oftentimes can relate more information than that which is most obvious, and the visually literate can pick up on this.
The first photo of the man holding the case of Coca-Cola was created in 1949, and there are several telling factors that help date the image. The form of animation used was the predominant form of animation used at the time, and although this type of animation is sometimes used today, it is mainly for the effect of “throwing back” the intended audience to this time period. The type of suit the man is wearing and the type of haircut the man has are also reflective of the culture of the late 1940s.
The second image does not have any animation but, instead, features a bottle of Coca-Cola surrounded by several fruits, with the caption, “It’s the real thing. Coke.” The resolution in the picture, when coupled with the font, seems reminiscent of the 1970s, and, indeed, the ad was developed in 1970. Additionally, the positioning of the fruits and cheese around the Coke simply does not seem like a modern advertising technique and hints of the past. The combination of these factors makes the ad seem dated. The ad is similar to the preceding one in that Coca-Cola holds a prominent position, as it naturally should.
The final ad is a digital animation of polar bears endorsing Coca-Cola on their iceberg. The telling fact regarding the date is the digitization of the picture, and this ad reflects a growing culture of digitization in America at the time of production, 2002. Furthermore, the digitization allows Coca-Cola to manipulate convincingly polar bears into endorsing their product. The ad is creative and catchy.
A visually literate individual will pick up on these differences and see that all that the ad is telling them regarding the historical context of the advertisement and the technological capabilities available at the time, not just the product the ad is endorsing. Pictures oftentimes can relate more information than that which is most obvious, and the visually literate can pick up on this.
1 comment:
Hey Ankit,
Great post. We have a blog about Coca-Cola art from the past & now, brand news, advertisement, collectibles & information for Coca-Cola lovers.
Post a Comment