Best content in MAKING VISIBLE: Transcultural Dialogues Spring 2013 | Diigo - Groups - 4 views
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Deb Ryland on 21 Jan 13After vewing the Finnish advertisement for milk, I feel that subjectivity is constructed through the young woman's apparel, written text and glass of milk placement. The subjectivity is constructed by the viewer; which in this instance, is me. The culturally influenced apparel leads me to believe that there is a history being highlighted in the ad. There is an assumption that the viewer can read the text. Since I cannot, I assume that the young lady is telling me that milk is a good thing. Her aura is pure and innocent. By the size of the dress in comparison with the size of the milk drinking glass, I can only believe that milk adds pounds to the body. Her face and body are the first things I notice. Same with Gisele's milk ad (posted by Karen below), you notice the face and body but each ad has two totally different body images...same strategic placement of the glass (not the first thing you see). Visual arts are an important part of contemporary art because we are such a visual society/culture. We need to "see" products, text, people, etc. in order to communicate our thoughts and needs. This form of art also helps us determine who we are and who we want to be.
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Irmeli Huhtala's artwork of a milk advertising. How is subjectivity constructed in the image, and whose subjectivity is constructed? In the Valio's original add blond Finnish woman advertises milk in a same position. It represents traditional and stereotypical picture of milk's advertising: clean nature, raw material, beautiful woman etc. Irmeli Huhtala challenges this view by chancing the Finnish woman to Romanian woman. Romanians have been linguistic and cultural minority for 500 years so why Romanian couldn't be the face of Finnish milk. What prior knowledge is assumed? The advertisement assumes that the spectator knows Valio's value of Finnish brand and its strong heritage in our country. In the traditional advertising, Valio's milk has been advertised by young blond girls surrounded by cows in the field. Spectators are also assumed to know the Romanian's position in Finnish culture. Making visible in visual art (what does that mean in contemporary art)? The contemporary art tries wake people up to see the differences of many cultures. Concentrating on global matters, for example women's status and meaning in developing countries, could bring more publicity to contemporary arts. Combining different techniques, humor and irony also reflects the phenomenon and the contemporary art.
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Hello, My name is Laura, and I am a fourth year student at University of Helsinki. I will be teacher of lower degree. I come from Joensuu and I moved to Helsinki this autumn. I like to spend time with my friends and family. My metaphor could be "Be yourself, everyone else is already taken", by Oscar Wilde, which means in Finnish: "Ole oma itsesi, kaikki muut ovat jo käytössä" My picture: http://sani-valoakohti.blogspot.fi/2011/03/huhtikuun-teema-ole-oma-itsesi.html It is okay to be different, it is okay to be you:) that is what I would like to say in my metaphor and picture.
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