Andrew Crawford's Blog

Visual Literacy Com 105-006

Archive for September, 2010

Critical Analysis

For my critical analysis I chose to analyze an advertisement for LEGO. The ad is a series of images depicting different arrangements of LEGO blocks. These different arrangements on the surface are simple constructions of LEGO blocks that create shadows of a battleship, a tank, a dinosaur, and a plane respectively. The intended audience for these advertisements is parents and other adults who will be buying LEGO products for children.

The message conveyed through these images, which won the Cannes Award in 2006, is that LEGO blocks are a great way for your child to grow his or her imagination through something so simple as plastic pieces. The message is shown through the very nature of the image; the blocks are arranged in the simplest of patterns and yet they create such complex and detailed shadows. The image of the dinosaur uses the most pieces of any of the arrangements, four and yet it creates such a powerful image The point is that children who make these simple block combinations are using them as objects of their far more detailed imagination.

The portion of my experience that makes me understand the message portrayed in these advertisements is that I was a huge fan of LEGO growing up and would still play with them today if society allowed it. Everyone in this country knows LEGO; there is a LEGO Land in California, there is a LEGO Village at Disney World in Florida and countless famous people places and things have LEGO versions of themselves out there somewhere. I think that this is an effective advertisement because it paints a simple and effective image of what LEGO is really all about. The appeal of LEGO blocks is their simplicity and the imagination that children tap when playing with them.

The collection of images is a photo essay of sorts. Although the order of the photos has no significant bearing on the overall message, the images themselves together hammer home the message that LEGO is a simple and imaginative plaything. The advertisement showed me that the world needs more simple toys like LEGO. Building blocks are a classic toy that has been used by children for years and years and it is an alternative to the all too common video games of today’s world. LEGO is an image of innocence and the advertisement captures that image perfectly.


Business Card

Business Card

Artistic Statement Photo Essay

My assignment was to catch a moment of a student procrastinating by eating instead of working. I was carrying my camera around with me all day and when I had just about given up for awhile on finding a shot I got to my room and my roommate was sitting, eating a cookie, instead of working. He didnt notice me at the door, so i carefully and silently angled my camera over my bed and snapped the picture. The flash and click of the lens alerted him but by then it was already too late and I had my shot.

Photo Essay “Procrastination”

For these three pitcures, I played around with the color settings on my camera, the first picture was taken under normal conditions, and no editing was done to it, the second was taken in black and white, with the same settings otherwise, and the third was taken in sepia. Upon uploading them to my computer, I enhanced them all in iPhoto, thus making them stand out and appear brighter than they were in reality.

For these three sets of two photos, I chose to change the ISO settings. The lowest ISO setting on my camera is 80, which is what the pictures on top were shot in, the colors are fuller and everything seems much brighter and defined. On the other hand, the pictures on the bottom were shot with the maximum ISO on my camera, that being 1600. As you can see, the colors are more faded and less defined, when compared to the low ISO. Upon researching the normal effects that the ISO has on a picture, I found that my pictures were what the results should be.

In these 3 photos, the bee’s motion created a different angle for me in each shot. I remained completely stationary, however while the bee was crawling every which way over the flowers, I was able to capture completely different shots. This goes to show how a very different angle can be produced with zoom and motion of the subject, not of the photographer. I spent at least an hour collecting different shots of this bee, with the final one being the one that I was looking for the entire time, the angle that I was looking for.

Class Example

Will be filled in time…