This poster aims at promoting Burger King's Black Burgers by using contrast effect between two cartoon characters in order to change the first impression on bad color of the burger.
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Carl’s Jr. is a global fast-food company which made that advertisement in 2010. That poster brought flocks of criticism. The model and the caption of the poster were the topics of discussion.
The advertisement conveyed message about the sexual demands of the women through the words "she’ll tell you size doesn’t matter, she’s lying" and sex female model with the sultry pose which provoked thoughts associated with sex. It intended to argue that size is important to the male audience same as female sexual demands for size of male's sexual organ. This message irritated feminist’s belief and arguments. The posture of sex female model together with the words promoted the hegemonic patriarchal idea of “women as sex object”. In feminist perspective, the equity between women and men should be equal in their position. As women’s value has been associated with the sex for a long history, “women as sex object” is one of the cause obstructed the acquisition of the gender equality. So, the advertisement became a controversial advertisement. In term of business perspective, this advertisement is effective. The target audience of this advertisement is male as the focus of the advertisement are female sexual demands on male and the sex female model. The words of the advertisement echoed to the common belief among male. Male usually believe that size does play an important role in the sexual relationship. The words in the advertisements "she’ll tell you size doesn’t matter, she’s lying" established the association between the hamburger and that belief of male. By the effect of that association, Carl’s Jr. Brand imprints a sharp impression in the male audience as they have the identification. With the identification, male audience will think of Carl’s Jr. Brand more easily, then it achieved the purpose of advertisement. SOURCE :http://warbird61.blogspot.hk/2012/12/lascivious-burger-by-carls-jr.html “A protestors stands in the middle of the tear gas, holds Umbrella in each hands, showing his determination and harmless.” “In the frontline of the occupation, flock of participants use umbrella to protect themselves from pepper spray.” “Participants rest in the roads .” “There are studying area in the occupation area. Participants are doing their assignment or studying. ” “Strings of paper crane tied in the materials station. ” “It is one of the entries to Hong Kong Government Headquarter. Numbers of colorful memo stick on the wall of the entry. Those memo are the quest of the participants.” “One of the road occupied by the participants. It seems to be a artistic exhibition.”
(Retrieved in http://www.apimages.com/metadata/Index/Hong-Kong-Democracy-Protest/f904a5eae2b3424abdd1b17824f530a8/2/0)This photo is taken in the first phrase of Umbrella Revolution. It is addressing the scuffle between Hong Kong protesters and Hong Kong Police Force.
Patrick Chappatte(2014) Democracy in Hong Kong, retrieved from http://www.nytimes.com/2014/09/06/opinion/patrick-chappatte-democracy-in-hong-kong.html?_r=0. In the editorial cartoon “Democracy in Hong Kong “ published in September 5, 2014 , Patrick Chappatte is addressing the issue of Hong Kong political reforms and is pessimistic towards the democratic development in Hong Kong.
In the cartoon, a man intended to leave the boundary of great wall, which represented the boundary of China, together with his “Hong Kong Democracy” briefcase. Therefore, the man is a carrier of “Hong Kong Democracy”. But the carrier was unable to leave the boundary as the boundary restrained the man, squeezed his head tightly, and overturned him on the ground in order to strand him within the boundary to stop him bringing “Hong Kong Democracy” out of china. This image shows that China has taken actions to prohibit the development of democratic development, and China is on the strong side as the democracy carrier is squeezed tightly by China’s actions. This display shows the pessimistic attitude of cartoonist. In addition, the direction that the man intended to go fulfills with white color, which have the connotation of hope, while the back of the man fulfills with grey-blue color, which have the connotation of gloomy and despair. The grey-blue occupy two thirds of the background. It gives a gloomy impression, and seems to mean that despair is going to eat up all hope. This background setting reflects that cartoonist holds a negative view towards the democratic development of Hong Kong. The cartoon echoes to the reality. In the 2014 August 31, Standing Committee of National People’s Congress(SCNAC) announced the details of political reforms for 2016 and 2017 in Hong Kong. In the SCNAC’s political reforms, the unjust nature of the election for the chief executive remains unchanged, so as the formation of legislative council. This echoes to the cartoon, in which strand of China imposed on the democracy deliverer. Trace back to the previous Hong Kong political reform in 2012, that reform were meant to increase of democratic elements in election of chief executive and the formation of the legislative council. However, the reform didn’t achieve its goal and the discussion of the democracy was even suspended. In the light of it, cartoonist holds the pessimistic attitude towards the latest political reforms in Hong Kong. Among all those comics which have the same one-page-piece script called The Template presented in the Madden’s website, Monologue aroused my attention the most and has inspired me to think about the importance of narration.
The original comics drew a story about a man who intended to get things from the refrigerator, but was disrupted then forgot what he wanted to take. That comics plainly portrayed the scenes of this event, drawing the precedent, details of disruption and result of the event. The comics told a normal story and its main theme was just narration of the event. In contrast, the Monologue imprinted an impressive image of the man. However, it didn't draw about scenes of the event of how the man got distupted, but used different panels to describe the man talking about the event in monologue manner. During the monologue, the man shrugged, drank coffee, and held his jaw when he talked about the event. His words and actions seems to be talking to me. It is just like he lives in the reality but not in comics, in fact, he isn’t. This makes the man much more vivid, and the character of the man become more prominent. The man became the focus of this comic, but not the event he told. Two comics have the same plot, but uses different formats. Like I have mentioned above, the differences change the feeling of the story, and shift the focus of the comics. Comics is like doing an ensemble. If the format changes, even with the rest of its stayed the same, the feelings of the song produced by the ensemble will change. This realization benefits my analysis of the pictures. As the format can changed the feeling of images, so author will purposefully use the appropriate format for the image, therefore the format can be the hint for analysing the images. |