Addikt-Design Movement
What are the major signs in the piece and what do they signify and why?
Skyscrapers- City or urban, perhaps a type of culture.
Peoples Design Front- Reminiscent of Che, who was a Cuban revolutionary, their designs are revolutionary.
Ballin Whip- Flashy, the car looked like one of those Bentley’s so perhaps classy as well.
Forest/Lush Grass- Nature, a natural design style, and contrary to the urban scene they showed before.
What paradigm was used in the conceptualization of the piece?
For this piece I would say that the paradigm for this pieces is urban super stylized to natural organic methods. There is also the idea of a revolutionary and explosive way of thinking and performing through various points of images as noted before.
What are major symbols used in the piece and why do you think they were used?
The major symbols were the streets to depict their lifestyles; a flashy car in the street could mean success, coming from nothing to something. Also the pop up of the faces looking like Che Gurrera could mean a revolution of common design. The final symbol that I feel is very important is the final scene of a lush field and trees. Normally that imagery would simply translate to an organic style, however after a whole piece dealing with urban style it acts as a tool to show how they can switch gears and come with a banger in any style.
What was the piece’s denotative message?
The denotative message of this piece is that urban style is impactful, raw and flashy. In contrast a more earthy style is peaceful and organic.
What was the piece’s connotative message?
The connotative message to this piece is that the urban feel to this design company is going to be hard, gritty and come at you with an in your face style, however that can take on projects that need to be created with care, finesse and organic beauty.
What myth(s) were at work in the piece and how do you know?
Some myths that were in this piece is that the street is a dirty and hard place to be. Also that people from the street strive for a flashy lifestyle opposite of what they are currently living in. Also that the natural affects of what a lush field could bring to mind.
Did the piece use official or unofficial language? Was it affective?
This piece used unofficial language. There were broad interpretations to all of their imagery and it seemed very affective to me because depending on your walk of life you could view all of these images in very different ways creating your own story.
What was the purpose of the piece?
The purpose of this piece was to demonstrate how design is a movement and Addikt is on the forefront of this movement taking all projects head on.
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?
I think that the target demographic was the twenty something scene and I believe this from all the imagery that they used. If I am assuming correctly they accomplished this very well because these are images that we as young adults see every day in our world (i.e. Che, ballin whips, and a city scape).
How do you feel the piece substantiated brand?
To me this piece did not substantiated a brand for Addikt, if you had no background information then you would just think, “Hey cool video piece, whatever”. But I guess it was nice to look at.
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V12-NBA on ESPEN
What are the major signs in the piece and what do they signify and why?
Color (Red, White, and Blue)- The NBA’s official colors and obviously the colors of America.
ABC, NBA, Team Logos/Names- All representing the respective companies.
What paradigm was used in the conceptualization of the piece?
The paradigm for this piece is showing all the action of basket ball without using and actual set up game, there is quick movements and highlight pictures moving throughout the screen to heighten intensity.
What are major symbols used in the piece and why do you think they were used?
The major symbols used in this piece were mainly logos for different companies. I think they were used in order to brand this commercial so you don’t think your watching another cheap highlight reel or some AND1 mixtape.
What was the piece’s denotative message?
The denotative message for this piece is there is a lot of excitement to basketball so watch it on ESPEN every Sunday.
What was the piece’s connotative message?
The connotative message to this piece could mean the classic feel of basketball and how great it is, through the classic colors and old school Eric B and Rakim “Don’t Sweat the Technique.
What myth(s) were at work in the piece and how do you know?
The only myth that I can see is that only black people are good at basketball. Larry Bird any one!?
Did the piece use official or unofficial language? Was it affective?
This piece had very official language. There was no real interpretation needed for this piece. Yes it was affective because if you like high flying action then you will enjoy watching the NBA on ESPN then this is for you.
What was the purpose of the piece?
The purpose of this piece was to get people to watch NBA on ESPN.
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?
I think the demographic for this piece is men from the ages of 12 to death. Most dudes like basketball and so yes this piece successfully targeted that demographic. The reason why it accomplished that mission is it showed all the excitement of basketball and pure intensity of it.
How do you feel the piece substantiated brand?
This piece was all about brand. Throughout the whole segment you would see either team logos, the ABC logo or ESPN whizzing by.
-MR. JEREMY JOHN PAPE!
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