V Panopticism

What is the major effect of Panopticon?

The major effects of Panopticon is the automatic function of power.

How does the architecture [institution] create and sustain a power relation independent of the person who exercises it?

The architecture of institutions sustains power in the inmates by been observed, and they don’t know when they are been watched so they don’t know when they are needed to act that way or not.

Read from P66 2nd paragraph, in what way is the Panoptican efficient?

"The efficiency of power, its constraining force have, in a sense, passed over to the other side - to the side of it's surface of application" 

How does the Panopticism do the work of a natural [scientist]?

"It makes it possible to draw up differences, among patients, to observe the symptoms of each individual

In what ways was the Panopticon a laboratory?

"But the Panopticon was also a laboratory; it could be used a machine to carry out experiments, to alter behaviour, to train or correct individuals"

List the conditions in which Panopticism strengthens power?

‘it can reduce the number of those who exercise it, while increasing the number of those on whom it is exercised. Because it is possible to intervene at any moment and because the constant pressure acts even before the offences, mistakes or crimes have been committed. Because in these conditions its strength is that it never intervenes, it is exercised spontaneously and without noise, it constitutes a mechanism whose effects follow from one another. Because without any physical instrument other than architecture and geometry, it acts directly on individuals; it gives ‘power of mind over mind’.

According to Julius (1831) how is the panoptic principle particularly useful in a society made of private individuals and the state?

It is useful because many people can be observed but not in a way that would make them go mad.

Also according to Julius, rather than suppress the individual, what effect does the panoptic principle have?

'individual is carefully fabricated'

The Gaze

The Gaze is a clever method used in advertising, in this last photo the man has the power and he is looking towards us. The photo has quite an uncomfortable feeling about it because the woman’s gaze is on the man. The image looks like you are interrupting something, which works well for the name of the product ‘guilty’.

II Simulacra

I have created a few small summaries of the texts, which I have looked at about Plato ‘The Republic’, Jessica Evans, Stuart Hall ‘Visual Culture and Jean Baudrillard ‘Simulacra and Simulation’. I looked at what they are trying to get across and my thoughts on the texts.

In Plato The Republic it talks about a cave, where people are forced to watch a screen, what ever is shown on the screen the people see as the truth. A prisoner from the cave escaped and saw the real world, he saw people, things you can touch etc, by him talking to people and seeing different things his thinking developed. The cave is referring to belief and illusion and how people’s thoughts of reality are not the same as what reality actually is. The writing suggests that it is not certainty that reality exist beyond you; Plato believed that reality exists beyond us but not here. I think that it could be a metaphor of what society is actually like now, where you are almost forced to believe anything with all the adverts. When I thought about this text the whole thing reminded me of ‘Sims’ where people are controlling the characters making them do what they want them to do.

In the section of Jessica Evans, Stuart Hall ‘ visual culture’ it explains the different between both first and second world thinkers and the knowledge and understandings from each. The first world thinkers want to get back the original concept and meanings of images. Looking at what they originally meant and how they were firstly portrayed. However the second world thinkers want to allow images to have many different meaning and gain new meanings to become established in different ways. When images are been used over an over again and keep being repeated the context is flattened and looses it’s meaning, so it loses its simulacrum.  

In the final section of Jean Baudrillard, simulacra and simulation, the text discusses and debates the differences between the truth and a simulation of the truth. Simulacrum is ‘something that replaces reality with its representation’; an images that doesn’t have the quality’s of the original. In the text he describes a full screen, with the display of different products, brands and advertisements, this is a link to Plato’s cave. It is basically saying that advertising has lost its purpose, to inform and to communicate, because of the amount of times everything has been repeated. 

T-mobile

Dance was a Guerrilla or ‘flash mob’ event which took place on January 15 2009 at Liverpool station. There were a lot of dancers which were discussed to blend in with the commuters. Music was suddenly played through speakers and hidden cameras filmed everything.

 ‘T-Mobile has strong history of innovation when it comes to product development and customer services, but now with this campaign were making an even bolder statement about the power of sharing, so everyone knows what T-Mobile stands for’ – Lysa hardy.

 I agree with this quote I believe that this campaign could have gone very wrong. If one of the cameras were detected then it could have spoilt everything. The fact that it was unexpected made the campaign so much better. People were getting their phones out to video it and ring friend and family about it was a very clever way to important it is to share. The advert shows that T-Mobile is the way to do this.

‘Dancing brings to life the fact that there are often unexpected, wonderful, exciting things that happen that you want to be able to share with your friends and family’s’ – Lysa Hardy.

The advert makes you smile and when you see it and it is that unexpected and shocking that you keep it in your head. As people have done what was the aim of the advert makes people more interested in the campaign. I think that the campaign did a very good job and worked very well. 

Date Rape Awareness

The date rape awareness umbrella was a clever idea where, when bar drinker’s weren’t looking, cocktail umbrellas were put into drinks with a message saying ‘this is how easy it is to spike your drink’, the aim was to try get people to understand the dangers of drugs.

‘The whole idea of doing something that gets your brand to behave, be seen and be where their audience is unsurprisingly seems to work. [This campaign] is definitely more impactful than a TV awareness add that’s hardy going to engage with you whilst you’re sat on your couch.’ Liz Dewhurst

I agree with the quote in some ways I believe that TV adverts can be effective however with problems such as these I think there is more of an impact when you engage with the audience. I believe that this is a very effective way to get the point across because it is shocking. People DON’T! Keep an eye on their drinks. Buy putting the umbrella in drink gets the point over. It gets people to understand the dangers

It’s clever because it is unexpected and people are shocked when they see it. The message will stick in their head and stop getting them to leave their drinks around. It targets a big age range and it is clever how it links well with alcohol. It is something that you associate with cocktails which is a clever way to aware people.

Art and Copy

The faults that occurred during the making of the Art & Copy should always be taken into consideration and noticed forgetting when it got created because that doesn’t matter. Through the documentary, it showed a great and wide insight on some the most successful and well-known creative and talented advertisers. Starting with David Kennedy, Doyle Dane, Lee Cow, George Lois and many more. These all did beyond perfection with their work within their own advertising industry. These were legends.

I got a good idea and understanding of the underlining and meaning behind why advertising is around and what it represents after watching the movie by the story behind it. No one will ever know for sure how big the company and more importantly, successful it will become. Through the Doyle Dale Bernbach agency, there was actually only 14 people working together as a team in the 1950’s. Shows small amounts can be all it needs to succeed.

Something that was thought of for the first time placing two different workers doing completely different things in the same room actually created revolution within advertising and his name was Bill Bernbach, occurring in the 1960’s. This just took things to another level making the workers get work completed to another standard and far more efficiently. When creating advertisements, it’s not all about the visual eye catching side of things. Actually clicking with the audiences and connecting with them is just as vital so there are many aspects that need to be thought about to make advertisements so effective.

From my point of view and summarizing all of this, I did find the movie very effective and open my eyes to a few new things that I didn’t really focus on before and I found that very useful for something to be able to make me do that. 

Heineken Poster Analysis

• By using character in the advertisement is a very clever way to create an emotional attachment with audiences
• The way the bottle has been placed and edited, allows you to think that drinking Heineken is a way to keep you relax
• People link relaxed with been happy which should encourage them to drink the product
• i think that droplets of condensation on the bottle shows how chilled it is and how drinking Heineken is a great way to chill out.
• it is very good how no texts has been used the image is self explanatory, as soon as you see it you get the point which is why i think its so effective.
• I believe character design is a very good way to advertise as it is a very good way to get the advert stuck in your head.