www.absolutad.com

ABSOLUT- Source

For Peirce, every sign has three divisions: “the sign in itself [SIGN] the sign as related to its object [Description of Sign], and the sign as interpreted to represent an object. [ Interpretation of Sign]”

ABSOLUT-Looking at ImageABSOLUT-Looking at Image

Aesthetics: Commercial photographyAesthetics: Commercial photography

Target audience: Males, from the ages of 16 and above.

Resources: Resources: Juice Magazine/ Playboy Juice Magazine/ Playboy MagazineMagazine

Portrait orientation: Portrait orientation: Clear & distinct view of Clear & distinct view of the subject, frontal shotthe subject, frontal shot

Composition: Composition: Object in focus, at centre. Object in focus, at centre. Hand, at a third of picture.[ one-third rule] Hand, at a third of picture.[ one-third rule]

Foreground/BackgroundForeground/Background: Shadow/Lighting : Shadow/Lighting

Paradigmatic AnalysisParadigmatic Analysis : Transposition of shape, culture & drinking

Type of Gaze: Intra-diegetic gaze [‘point-of-view shot’ ] ; editorial gaze ['the whole institutional process by which some portion of the photographer's gaze is chosen for use and emphasis' ]

Visual perception: Principle of Similarity; Visually balanced.

Visual Interaction: Harmony, Economy-Harmony is created when active and negative share the space equally -Harmony is created when active and negative share the space equally -Use only what is needed to create intended effect, eliminate any visual Use only what is needed to create intended effect, eliminate any visual elements that might distract attention from the core idea.elements that might distract attention from the core idea.

ABSOLUT-Looking at ImageABSOLUT-Looking at ImageSymmetry . Balance . Leading lines

ABSOLUT-Looking at ImageABSOLUT-Looking at ImageControlling Attention

Giving lots of breathing Giving lots of breathing space will keep the space will keep the

eyes inside the frameeyes inside the framePutting text end to endPutting text end to end

will lead eyes off the edgewill lead eyes off the edge

Sign: Sign: Bottle [Iconic & Indexic]Bottle [Iconic & Indexic]Description ofDescription of Sign : Sign : Clear glass bottleClear glass bottle Interpretation of Sign: Interpretation of Sign: Cleanliness / Clarity / Fresh Cleanliness / Clarity / Fresh

1) Sign: Clear water1) Sign: Clear water Code: Used for cleaning. CleanlinessCode: Used for cleaning. Cleanliness

3) Sign: Morning Dew3) Sign: Morning Dew Code: Fresh Code: Fresh

2) Sign: Clear color2) Sign: Clear color Code: ClarityCode: Clarity Transparency Transparency

ABSOLUT- Bottle

http://flickr.com/photos/mark040477/201059349/http://flickr.com/photos/rkottonau/1284411233/

Sign: Sign: Bottle [Iconic]Bottle [Iconic]Description of Sign: Description of Sign: Shape ofShape of glass bottleglass bottle Interpretation of SignInterpretation of Sign : : AAbsolut Vodka

1) Sign: Shape of bottle Code: Absolut Vodka

2) Sign: Oval shape at neck of bottle Code: Absolut Vodka label

3) Sign: The word “Absolut” Code: Brand name/ symbol

ABSOLUT- Shape

http://flickr.com/photos/prosales/151095013/

http://adsoftheworld.com/forum/exhibition/absolut_thessaloniki

http://absolutad.com/absolut_gallery/singles/pictures/?id=274&_s=singles

Shwezigon monks From Myanmar

http://flickr.com/photos/dave_doorman/475247670/

ABSOLUT- Color

http://flickr.com/photos/riacale/1315557876/

Sign: Sign: Red Cloth [Symbolic]Red Cloth [Symbolic]Description of Sign: Description of Sign: Red cloth used to clean the bottleRed cloth used to clean the bottle Interpretation of Sign: Interpretation of Sign: Brotherhood, equality

Warm Colors Wheel 1) Sign: Red Flag Code: Singapore Flag- Brotherhood & Equality

2) Sign: Red Robe Code: Royalty, Independence [Myanmar]

3) Sign: Red Color Code: Color Psychology [nm2208] “Warm color looks best in small areas set against large areas of cool color. “

http://flickr.com/photos/david_thyberg/513513123/

ABSOLUT- Background

http://flickr.com/photos/58705982@N00/338070849/

Cool Colors Wheel

Sign: Sign: Greenish-Blue background [Symbolic]Greenish-Blue background [Symbolic]Description of Sign: Description of Sign: MoodMoodInterpretation of Sign: Interpretation of Sign: CalmCalm, , Peace Peace [Irony][Irony]

1) Sign: Greenish-blue sea Code: Calm

2) Sign: Boat at dock Code: Peace [ie: No Ripples]

3) Sign: Greenish-blue color Code: Nature. Peace.[nm2208] “Blue: Another powerful color of nature. Blue is one of the coldest of all colors its greenish tints are the iciest colors of all.”

ABSOLUT- Hand

Sign: Sign: Hand [Symbolic]Hand [Symbolic]Description of Sign: Description of Sign: Form of Hand with a cloth Form of Hand with a cloth Interpretation of SignInterpretation of Sign : : Clean. Clean.

1)1) Sign: Hand gesture Sign: Hand gesture Code: Care & cautionCode: Care & caution

1)1) Sign: Wiping with cloth Code: Clean & green Sign: Wiping with cloth Code: Clean & green

http://www.ps21.gov.sg/challenge/2007_07/feature.html

http://flickr.com/photos/11201251@N06/1437668091/

http://flickr.com/photos/pfrancis/12466125/

Hand pat with caution Hand pat with care

ABSOLUT- Comparison

Jasmine & Celeste Thanks for viewing. Questions?

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RITES AND RITUALS – THE ART OF AUNG KYAW HTET (4 October, 2007) From AUNG KYAW HTET - Myanmar Inspirations 

“………………………………………………………………………………. Red and maroon are the traditional colors of monks’ robes in Myanmar - hues that he often uses to reinforce the symbolic significance of the works. This is because, despite the originality of the plastic organization of his art, which form part of the personality and history of the Buddhist culture, their effect is universally easily accessible and their meaning  readily understood………………………………………………………………........................

Aung Kyaw Htet’s more recent scholarship has focused on the robes of the monks.  In  ancient Indian Buddhist  fables, when autumn leaves were shed from trees - their colors changing from yellow and orange to brown - he season symbolized the ending of physical existence . Thus yellow symbolized the color of renunciation and as such remains symbolic to the Sangha or monkhood, with the elder senior monks most often draped in darker maroon or ochre robes and the younger monks donned in brighter hues. A monk’s robe consists of three garments as is depicted in the painting  Two Novices In Red 2006: an inner waistcoat, an upper robe and an outer robe that is a  two by three meter length of cotton fabric stitched in a patchwork  of a hundred pieces resembling the layout  of a rice field. The monks’ robes - the history of which dates back to the lifetime of Buddha Gautama himself has nourished Aung Kyaw Htet’s creativity. The subject has inspired him to create a new body of work that has been reinforced through the narrative function of the intense use of color that despite its originality of composition remains an integral part of his culture. The symbolic narrative that he has created through the ethereal pictorial of paintings such as in Draping The Robes 2007 as well as in Monk In Yellow Robes, 2006  though it  has become part of a poetic repertoire which is in keeping with a world

past and present, it is in no way a flight from reality. Instead its unique translucent qualities it  represents his very independence from a conformist genre of art for in this visual poetry is the manifestation of an ancient custom tinged with the mystic and divine experience - calm and assured of itself.”http://www.thavibu.com/articles/ATC37.htm

Shwezigon PagodaShwezigon is simple, massive and imposing. It was built by Anawrahta King, founder of

the first Myanmar Empire, and fined by King Kyansittha in 1084. The Shwezigon was held in special reverence by successive kings and became the prototype for later Myanmar pagodas. There are three pagoda terraces. Around the terraces mothers are many scenes from the previous lives of Lord Buddha. At another corner of the platform, there are spiritual figures, collected and ordered to be kept in a shed eternally by King Anawrahta. http://www.myanmarpolestar.com/en/travel_bagan.htm

Shwezigon Pagoda

http://www.myanmarpolestar.com/en/travel_bagan.htm

http://flickr.com/photos/82822788@N00/327141708/