Van Gough was a part of Keloptic’s advertising campaign: Turning impressionism into hyperrealism, created by Y&R Paris Agency in 2012. It was one of three print ads that used famous paintings to promote Keloptic’s prescription glasses.
This image showcases the famous self-portrait by Vincent Van Gough that has been optimised under a glass lens. It promotes the message that Keloptic’s glasses are so effective, you can even see abstract paintings more clearly. This message is reinforced by the subjects eyeline, which is looking straight at the pair of glasses (the goal). To further this message, they have placed the horizon line at the viewers eye level, making him more relatable to the viewer, to the point they can see themselves in this situation. What’s interesting about this image, is that the background is high natural modality for background and the subject in the glasses lens is low modality, even though it looks to be the other way around. This is because the background is the actual representation of the painting whilst the face in the glasses is digitally rendered.
The Artist is a creative self portrait taken by Steven Saillant in 2014. It was designed around the theme “I am the canvas” and is one of his most emotional works.
This image depicts a black and white photograph of a man drawing a paintbrush across his face. The close-up shot and the frontal angle of the man’s head work together to create an intimate setting. The image is intriguing because rather than covering something up with a layer of paint, the paintbrush instead seems to be revealing some truth about himself. The combination and mergence of the very high natural modality (full coloured section) with the high modality (b/w sections), is what creates interest within the image. The paintbrush is the first thing the viewer notices, as its rough stringy texture contrasts with the smoothness of the other elements, and the second is the full colour of the revealed face, which contrasts strongly against the black and white colour scheme of the rest of the image. It is a transactive image, as the vector is formed by the strong right to left horizontal line created by the paintbrushes movement across the man’s face, so all the interactions stay within the frame.
Both images are photographs that showcase an alone male figure. Their main difference is their use of point of view and contact. The aim of the first image is to promote prescription glasses, so the subject is positioned side on with the glasses front and centre. It demonstrates how important eye contact and posture are in order to lead the viewer’s eye to a certain goal. On the other hand, the closed eyes in the second photograph makes the audience take in the image as a whole and gather their own information rather than what is presented to them. These images demonstrate how utilising the proper elements enables an image to convey whatever the artist decides.
Linda D. 2014. “33 Powerful And Creative Print Ads That’ll Make You Look Twice”. Image. Accessed August 21, 2016. http://www.boredpanda.com/creative-print-ads/
Steven Saillant. 2014. “The Artist.” Image. Accessed August 22, 2016. https://500px.com/photo/68743261/the-artist-by-steven-saillant