Part 4, Project 2, Exercise

Rip out an advertising image and circle and write on as many parts as you can. Comment on what it is, what it says about the product and why you think it is there.

I chose this advert from New Scientist and circled these areas.

Each part of the image denotes a single, carefully constructed element. What is there is translated from the reality, whatever that was, into a photographic representation for a particular reason. The reason lies in the connotation of the elements. The image of the young woman denotes a young woman. The connotations of her image are a whole other story.

As for the ‘studium’ of the image, it is an advert with a particular message aimed at the kind of demographic which reads New Scientist. More especially, it is aimed at young scientists and even more pointedly at young female scientists. It takes its place in the general contemporary demand for more female scientists.

It lives alongside, for example, Lego’s introduction of a miniset of female scientists (1) and this complaint in the journal Nature: “Your News story “Societies spurn women editors” (Nature 440, 974–975; 200610.1038/440974a) suggests that there is ongoing and systematic bias against women for the position of editor of Evolution.” (2) and this from the New York Times: “The new study goes a long way toward providing hard evidence of a continuing bias against women in the sciences. Only one-fifth of physics Ph.D.’s in this country are awarded to women, and only about half of those women are American; of all the physics professors in the United States, only 14 percent are women.” (3)

It is a pity sociologically that the punctum, the thing that makes the reader sit up and take notice, is the attractive young woman in the forefront of the image. In a more equal society it would not be necessary to aim the advert so squarely at young women. Even so, she is outnumbered by the men in the picture and they are the ones who seem to be doing actual work.

I’ve circled and numbered each element in the image and I will deal with each in turn, saying what each element denotes and then describing the connotation.

1. “People who are happy in their jobs are more likely to be healthy”
   This tagline sets the tone for the whole page. It is placed at the top left of the image where people normally start reading and its font is clear, easy to read, and comes across in one gestalt glance. The claim is unsupported by any text but the image fleshes it out by showing young healthy people obviously enjoying their jobs.
2. “Find the right one now”
   The instruction is clear in a colour which makes the words stand out. The ‘right one’ may be the job but it could also be a prospective life partner. The girl is not wearing a ring. The boys look like eligible bachelors. This is an environment where many people will meet their mates.
3. “Search newscientistjobs.com for thousands of STEM opportunities, from graduate recruitment to CEOs” (4)
   The language here is technical and relates specifically to the kind of jobs on offer. The advert will not attract people who do not know the jargon. It is an invitation to join the cognoscenti, a group of like minded and possibly sympathetic people.
4. The environment.
   The dark ceiling and natural light make this an informal, welcoming workplace where people can express themselves. They work in their own light. The environment is comfortable and people can move about easily. They are unlikely to feel restricted and, not being tied to a desk, can cooperate and share their ideas.
5. The pipes in the ceiling space.
   These offer a sense of perspective leading the eye further back into the scene. There is much more to this space than can be seen in the picture. This environment has possibilities beyond what we can see.
6. The woman is young and attractive.She belongs to a minority group in two ways, as a woman in a STEM environment and as belonging to an ethnic minority. She is obviously happy and in the next moment may say something like, “Hey! Look what I’ve found!” Her necklace is a symbol of femininity at the same time as indicating individuality. Her image is of a piece with this  celebrating women in science. (5)
   
   Ethnic diversity is an important part of the need to recruit more women into STEM careers.
7. The young men.
   They are both looking at a laptop. They have cups of coffee? and they are engrossed in their activity. One sits and the other stands. This is a fluid situation which will change in an instant. They are not restricted in any way but free to move and, by implication, think as the logic of their project suggests. Neither wears a tie. They wear jeans and trainers. The fact that they wear shirts and not t-shirts suggests that they are serious people. Their closeness shows that they are comfortable in one another’s company. There is no evidence of a hierarchy here. It is the project that counts. They outnumber the young woman but their position in the frame makes them small in relation to the woman and being slightly out of focus reduces their importance.
8. The young woman holds a tablet computer. She is not restricted to a desktop workstation and the tablet is more personal than a laptop. It looks big I.e. expensive. This is a company/environment that invests in its employees. She is well manicured and wears no rings. This is another expression of freedom.
9. The young woman wears a comfortable top. The dress code is smart casual with the emphasis on casual. Again, in this workplace, who and what you are is more important than appearances. The colours are well chosen. The blue sleeves are a complementary colour to her light brown skin.
10. There are no blinds on the windows and there is clutter on the sills. This emphasises the informal and comfortable nature of this place. Staff are able to settle in and make the environment their own.
11. The young woman wears jeans with rolled up hems, no socks and fashionable canvas shoes – another sign of the informality and freedom encouraged by this kind of job. Any independent and intelligent woman would be happy here.
12. The young woman is sitting on the arm of a comfortable sofa with her feet up on the seat. Nobody is going to say, “Get your feet off the chair!” She is responsible and adult enough to know that her shoes are clean and will not be a problem. The sofa is strewn with papers. This is a break out area and not somewhere to laze around. This is a working sofa.
13. New Scientist. Work Smarter.
    This magazine is a necessary component in this kind of working environment. People who read this magazine will fit right in. In fact, the young woman could easily be reading the magazine on her tablet!
14. The mobile phone on the coffee table.
    Phones are not forbidden in this office. They are an essential ingredient in this workplace. They are an important link to the outside world suggesting collaboration and further opportunities. The office is not all there is in this world of work.
15. Are these estate agents’ handouts?
    If you get a job as a result of this advert you will be able to afford a place of your own. The world is opening up for new graduates. It’s offering a step up in society for CEOs. This workplace is full of promise.
16. The main elements of the image are arranged in a square taking up the bottom two thirds of the page. The square is divided diagonally into two triangles with the young woman’s head at the apex on the right and ‘New Scientist Work Smarter’ at the bottom left. The right hand triangle makes the foreground while the left recedes into the middle distance. This arrangement moves the eye round the image from back to front so that it rests in turn on the woman’s face and the tag ‘New Scientist Work Smarter’. These are the elements that will stick and illustrate the assertion in the top third of the image.

 

(1) http://www.inc.com/sue-williams/why-we-need-women-in-stem.html

(2) http://www.nature.com/nature/journal/v441/n7095/full/441812b.html

(3) http://www.nytimes.com/2013/10/06/magazine/why-are-there-still-so-few-women-in-science.html

(4) STEM = Science, Technology, Engineering, Mathematics

(5) https://www.womeninscience.co.uk/