The milk advertisement - 13 views

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  #1 Judit Barberà Orna on 23 Jan 13

   

  How is subjectivity constructed in the image, and whose subjectivity is constructed?
  
  This picture is full of subjectivity and it denotes many meanings. First, it is advertising, so it has a purpose: to sell a product. In one image has to transmit its purpose. Secondly, it is a milk advertisement with a background: a particular stereotype. These milk advertisiments are always announced for blondes and Nordic women and this symbolizes purity and health.
  
  What prior knowledge is assumed?
  
  The prior knowledge assumed is the ethnicity of the woman. For her appearance, this woman is Roma, a group of ethnic gypsy. Also, in this picture she wears the national gown of Roma. Population's conception of this ethnic is not positive. They are considered poor, burglars and lazy people.
  
  
  Making visible in visual art (what does that mean in contemporary art)?
  
  In contemporary art it is a provocative and controverty image. This advertisement is mixing different factors to get the attention of the consumer. In this image we can see a gipsy woman with a bottle of milk but actually this means that a gipsy woman, poor,dirty and thief is selling milk! Is totally the opposite meaning of this kind of advertisement that they only want to sell purity and health. This advertisiment wants to get people think about this stereotype created for the society.

   

  <div class="cArrow"> </div><div class="cContentInner">How is subjectivity constructed in the image, and whose subjectivity is constructed? <br /> <br /> This picture is full of subjectivity and it denotes many meanings. First, it is advertising, so it has a purpose: to sell a product. In one image has to transmit its purpose. Secondly, it is a milk advertisement with a background: a particular stereotype. These milk advertisiments are always announced for blondes and Nordic women and this symbolizes purity and health. <br /> <br /> What prior knowledge is assumed? <br /> <br /> The prior knowledge assumed is the ethnicity of the woman. For her appearance, this woman is Roma, a group of ethnic gypsy. Also, in this picture she wears the national gown of Roma. Population's conception of this ethnic is not positive. They are considered poor, burglars and lazy people. <br /> <br /> <br /> Making visible in visual art (what does that mean in contemporary art)? <br /> <br /> In contemporary art it is a provocative and controverty image. This advertisement is mixing different factors to get the attention of the consumer. In this image we can see a gipsy woman with a bottle of milk but actually this means that a gipsy woman, poor,dirty and thief is selling milk! Is totally the opposite meaning of this kind of advertisement that they only want to sell purity and health. This advertisiment wants to get people think about this stereotype created for the society.</div>

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  #2 Lindsay Bayer on 25 Jan 13

   

  Thank you for pointing out the contradiction that the advertisement represents: the product (representing health and purity) vs. the woman holding the product (which is stereotypically the opposite). It is also interesting that you mention the purity of the product (which is white) and the typical woman who is present in the advertising (who is blonde). Purity is often associated with light, so there is obviously a reason for the use of the aesthetic elements of typical milk advertisements.

   

  <div class="cArrow"> </div><div class="cContentInner">Thank you for pointing out the contradiction that the advertisement represents: the product (representing health and purity) vs. the woman holding the product (which is stereotypically the opposite). It is also interesting that you mention the purity of the product (which is white) and the typical woman who is present in the advertising (who is blonde). Purity is often associated with light, so there is obviously a reason for the use of the aesthetic elements of typical milk advertisements.</div>

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