Blog 5

Digital Kitchen- 6 feet under
What are the major signs in the piece and what do they signify and why?
There are lots of signs throughout the piece that stand for different things. In the beginning there is a shot of a couple holding hands in front of a large field, arms dressed in black and then the couple lets go, as if letting go.. The holding hands indicated that there is a coming together for some kind of event. Other signs that are there are all indicatory of death and the death process. At the end of the piece there is a close-up of a black crow, The back crow of death..
What paradigm was used in the conceptualization of the piece?
The paradigm used or the patterns portrayed in this piece are consistent. The use of imagery associated with death is consistently used throughout, like dead bodies and tombstones. The text is concise and is integrated into the visual elements through, playing on the movement of the images.
What are major symbols used in the piece and why do you think they were used?
The major symbols are toe tags, dead bodies, embalming equipment, dark hallways, gurneys, black crows and tombstones. Are are effectively used to convey a sense of death or mortality.
What was the piece’s denotative message?
The piece may denote meaning that is aside from the obvious death context. With the bright white lights that are used, the light at the end of the tunnel and the music may jest at a deeper meaning, one that exists beyond death. There seems to be an implication here that death is a peaceful experience. As with the couple in the beginning of the piece, we see their hands letting go, implying that they are letting go.
What was the piece’s connotative message?
That six feet under is about the process of death and the preparations that one may need to take in order to prepare for the experience. This extends from the one who passed to the family who may be in grieving. The meaning of the piece is clear and the viewer has expectations about what will follow in the show.
What myth(s) were at work in the piece and how do you know?
I think the use of the black crow flying away in the end may imply that the crow stands for death. But really, I think crows are not the grim reaper but are just smart and knew that they were on camera.
Did the piece use official or unofficial language? Was it affective?
The text throughout seemed official, clear and concise. It also has a consistent way of introducing text into to integrate into the scene. Like when the I.V. bag slowly drops, the text follows it down. Let’s just say I don’t think I saw any text in there that was unofficial.
What was the purpose of the piece?
The purpose of this piece is to give the viewer a concise idea as to what the show is all about. With imagery that may or may not take place in a hospital but is certainly indicative or the death sequence, each cut, whether a dead body is on a gurney, or there is a tombstone, this quick piece gives a constant introduction to a segment of TV that will surely be about death and dying.
What was the intended demographic of the piece? Did the piece successfully target that demographic? How did it accomplish this or why did it fail?
The intended demographic for the piece is defiantly a more mature audience. This is not a show for kids or anyone who may be sensitive about the topic of death. Having seen quite a few episode myself, there seems to me an almost tongue-in-cheek, satirical approach to dying.
How do you feel the piece substantiated brand?
I think it provides a nice lead into any of the episodes that were created by the show. The context and ideas are all consistent with the theme of the show. This is not a happy go lucky series about 2 teenagers falling in love. This is a show about the inevitable end that eventually comes to us all.

Why no here associates- Nike Heroes
What are the major signs in the piece and what do they signify and why? (Refer to:
I think the major signs of this piece have to do heavily with the quotes that are being used, like “I believe that the nature of people is to be heroes” signifying and meaning that there are heroes in all of us. The entire scenes plays throughout the lockers room and courts of someplace, signify all places whereby anyone may become a hero.
What paradigm was used in the conceptualization of the piece?
The tennis model and the idea that heroes live everywhere, especially in those professional athletes that so many people look up too. This model perhaps takes the viewer back to a tennis center that was once filled by todays professional athletes.
What are major symbols used in the piece and why do you think they were used?
The majors symbols are the shots of the well used locker room, bathroom stalls, sink and the tennis court that were used with the intent of creating a veleif in the viewer that heroes can rise from even the most humble of circumstances. The tennis center here being shown is not state of the art but has a recreational and worn down feel to it.
What was the piece’s denotative message?
I think that both the connotative and the denotative meanings essentially arrive at the same place. The idea that anyone can be a hero. With the visuals comprising of worn out tennis courts and lockers rooms, the piece give the viewer a familiar felling about a place that maybe many people can relate tyoo. Even if the viewer is not a tennis player and has never touched a tennis racket, the large text, superimposed on humble surroundings implies that a heroe lays within us all.
What myth(s) were at work in the piece and how do you know?
If there was a myth within the piece, it would have to be that “there exists a hero in all of us.” While this may be true, the decision to bring out that hero also lies within the motivation of the person themselves. I think the myth is that we can all be heros. Perhaps if we all trusted in this, it would be true.
Did the piece use official or unofficial language? Was it affective?

The language is slow and the meaning are conveyed and understood over longer periods of time but the language is effective as it coincides with the visuals and the sounds of tennis balls being crushed and points being won.
What was the purpose of the piece?

Being that it is a Nike piece, I think Nike primarily wants to create the idea in people’s minds that anyone can be an athlete any day of the week. These types of pieces may inspire more people to get out of the ordinary and do something extraordinary. When this accomplishment happens, the “hero” may remember who inspired them to do something in the first place.
What was the intended demographic of the piece? Did the piece successfully target that demographic? How did it accomplish this or why did it fail?

Any person who wants to do better, something better with their lives I think could make sense of this piece and fall into the demographic that was intended. I think that this is the kind of piece that could be demographically indiscriminant as it may appeal to a wide age group or people.
How do you feel the piece substantiated brand?
It’s a more subtle piece and so I don’t think Nike was trying to slam their meaning into our faces. I think this piece is much more subtle and may be conducive to creating ideas in the viewers head about what they can do with themselves, rather than letting Nike tell them what to do.