#### Unit 15: Dynamic organization of imagesVectors and salience

Vectors help to present the image as a group of related elements which have an overall unity. As we describte here, the vectors in the advertisements appear to enhance the salience of the product, in some cases through aspects of sexual imagery.

Take a look at the following two advertisements which have overtly sexual images in them. Based on a study by Yun and Goynshor, we can discover a series of vectors within the image component. What do these vectors represent, and how do they inhance the layout and its meaning?

 Bacardi Skyy Vodka "Starlet"
 Navigation Tip Click on each thumbnail for a larger image, then use the checkboxes to see the vectors created by various elements on the page.
The vectors help readers establish a hierarchy of salience on the page, leading the eye from one element to another. In the Skyy advertisement, the necktie and movie camera point down towards the product, and although the martini glass and camera also lead the eye to the starlet's face, the tilt of her head leads the reader back down towards the bottle. Similarly, the Bacardi librarian's right forearm is loosely parallel to the line formed by connecting the various bat logos; both of these lines point towards to the bottle in the lower right corner. The librarian's right upper arm (incidentally, parallel to the bottle) points down towards the bats and the company name. Yun and Goynshor note that the vector created by the librarian's upper right arm not only leads the eye to the Bacardi bat but also to the revealing nature of the woman's clothes.

Here are more Skyy advertisements: the artist's sketch of the Skyy ad above; another ad accompanied by a different artist's sketch and an advertisement for Skyy Blue. In the sketches below, the most noticable differences in their corresponding photographs is the directional focus of the elements on the page. Note that the starlet's face and gaze are originally pointing to the camera; in the actual photograph, the starlet's body is facing forward but her gaze is to her right, allowing the symmetry of her face and the lines of her dress point more directly towards the bottle. The tie she is grasping now points towards the bottle, rather than down towards the martini, and the martini points to the starlet's face rather than her elbow. Most notably, in "69 Martinis", the shaker is repositioned to point towards the bottle of Skyy. Why did the photographers make these conscious choices in the placement of bottle, shaker or necktie? The strategic positioning of these elements changes the emphasis of the photograph. When the vectors are organized and directionally similar, they give more unity to the piece and point the eye in a certain direction. Does the bottle stand out more in the sketch or the photo of "69 Martinis"? In our final look at vectors in action, the Skyy Blue advertisement shows that products can be the source of vectors as well as their terminating points. The vectors created by the two bottles of Skyy Blue in the last advertisement seem to meet at the bottom of the page at the "B" in "Blue", emphasizing the introduction of Skyy's new product line.

 "Starlet" sketch "69 Martinis" "69 Martinis" sketch Skyy Blue

In particular in advertisements with people in them, the vector approach seems to yield some quite striking results about organization within the Image components.

 References Bacardi (librarian) "Starlet": Photo by Moshe Brakha; Sketch by Renee Reeser Zelnick and Luis Molina "69 Martinis": Photo by Matthew Rolston; Sketch by Renee Reeser Zelnick and Luis Molina Skyy Blue, Rolling Stone, June 20, 2002, p. 59. Yun, Deborah and Aaron Goynshor (2002). "Language of Advertising" class project: Selling Sex: The Implications of Sexual Imagery and Layout in Advertising

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