Week 02: Looking

This reading deals largely with NVC (Non Verbal Communication) and outlines the technical used when crafting the mis en scene to convey certain ideas and implant specific connotation about the image. The reading then goes onto outline different techniques and technical terminology used in film and photography. I will now use the material in the ready to analyse the promotional poster for the movie “Never Say Never” staring Justin Bieber

by pointing out a denotation and identifying its connotation:

• The camera is from a low angle relative to Bieber's eye-level.

  • This indicates Bieber is in a position of authority, probably not in a position of literal authority in the text, but he is the authority figure simply by being the central figure of the text.

• The two worlds on either side of him and the bight light under.

  • The “suburbia” image on the left indicates Biebers humble beginnings (also through the social norm that westerners read from left to right),

  • The city image on the right indicates that Bieber is destined for greater things, in comparison with his cold (because of the snow), grey (use of Black and white on the suburb image but not on the city) suburb beginnings.

  • Finally the light can be interpreted in several ways,

    • It can be seen as an indication that Bieber will achieve greatness at the conclusion of his journey, this is further enforced by the light being at the end of the road Bieber is standing on, framed by the suburbs (past) and city (future).

    • It could be seen to imply religious implications upon Bieber, crediting him with some kind of messiah-like status, since religious imagery has strong connotations for most Westerners.

    • Finally it could be interpreted as an indication of Biebers status as a pre-teen sex icon, the technique of selling sex to children who don’t truly understand the subtlety’s of advertising is well established and I wouldn’t doubt if the bright light was placed there to serve all three of these NVC purposes.

• The way he has his hands in his pockets, with his thumbs subtly pointing towards his crouch, is again another indication of Biebers status as a sex symbol.