Damian Thompson Composition 2 Analysis project

The images I chose were from the Adbusters website. The website describes Adbusters as a global network of artists, activist, writers, students, educators, pranksters and entrepreneurs who want to advance the new social activist movement of the information age. Published as a print magazine and online website, the Canadian based non-profit is responsible for coining the term Occupy WallStreet, and are credited for starting the Occupy Movement. (1.) The images titles Brand Baby and BP Spoof Ad were published in the print magazine and online in 2004 and 2011 respectively. The image Brand Baby depicts a nude mother and child. The baby is nursing and is covered in corporate logo tattoos. The BP Spoof Ad is a play on the iconic image of the execution of Viet Cong soldier from Eddie Adams (A.P.) 1968 titled Execution of a Viet Cong Guerrilla 1968. The silhouette of the soldier and executioner is displayed against a distinctive BP logo background with the gun exchanged for a gas pump. The images were published to a 60,000 plus circulation of the print magazine and exposure to the internet audience is difficult to calculate. The immediate audience is a younger demographic, politically active and likely left leaning individuals. Statistics for the online readership are unavailable on the website, but the content of the magazine would imply a large college student readership, and the political messages it conveys would appeal to a lower to middle income demographic.

The image Brand Baby was published in July 13 2009 as a commentary on rampant consumerism and the incessant bombardment of corporate advertising. It seems to illustrate a cradle to the grave

mentality to advertising. By taking an image as wholesome as an infant nursing and covering him with corporate tattoos, the intention seems to be that of juxtaposing corporate greed over the sanctity of motherhood. By inserting such obvious materialism into this intimate scene, the photographer is underscoring the inability in modern society to escape consumerism even at such a tender age. The fact that the mother has only one tattoo and the baby is covered is an example of Kairos because it illustrates the growing influence of corporate omnipresence on youth culture. The second image is that of the Execution of a Viet Cong Guerrilla Issued on September, 4 2011(2). This is a commentary on BPs selling of oil holdings in Vietnam to pay for the clean-up efforts in the Gulf of Mexico after the Deep Sea Horizon oil spill in 2010. This image depicts an ironic take on the power and effect of corporate actions. The gas pump replacing the gun represents the weapon that BP as a powerful corporation wields against the common man. In poorer countries the power of larger corporations often goes unchecked and has life and death consequences for the populace. By using the actual logo of BP, the magazine is giving the image credibility and instant global sight recognition and, because of recent events, an unpleasant and very loaded feeling in viewers. The credibility, or Ethos of this publication is largely in the credibility of the contributors. The text is largely written by intelligent and articulate commentators who have been fighting, via the same media outlets used by corporations since the late 1980s i.e. magazines and internet exposure. It is a polished and well produced publication. It states on the website that its content has been featured in hundreds of alternative and mainstream newspapers, magazines, and television and radio shows around the world.(Ad-Busters) The appeal of these images is inherent in the audience they are intended for; young socially minded students enjoy ironic content and satire as is evidenced in the popularity of such television shows as The Daily Show and The Colbert Report. Most of this demographic would be considered politically literate and educated, as this content leans towards a more highbrow sense of humor over, as an example, Larry the Cable Guy. The magazine and website establishes ethos by

promoting actual political activism in its various campaigns, for example O.W.S. and Buy nothing day. Occupy wall street is a well-known campaign designed to illustrate the hypocrisies in the bank bailout of wealthy wall street corporations, and the disparity of wealth distribution in the United states. Buy Nothing Day is the Ad-busters campaign to reverse the mentality of the post-Thanksgiving meal shop-athon that is Black Friday (Which as of this year, is beginning now on Thursday). The high production value of both web site and print magazine also lend ethos to the ads. Whereas the typical Occupy Wall Street activist might not be the most trustworthy looking candidate, the glossy ads and professional looking website, along with articulate commentary instill confidence in the reader of the writer/photographers credibility. The fact that the Ads are as polished as a corporate ad would be places both ideas on a level playing field.

The logos of these images are in their satirical nature. The average reader of this publication enjoys satirical content and appreciates a more indirect approach to commentary on injustice. It would be easy to show graphic portrayals of corporate greed, for example a dead bird covered in oil, or poor children wearing designer shoes, but the requirement of thought that these ads necessitate stimulates the satirical leanings in the audience. The message of the mother and child image is the implication that of course a mother wouldnt intentionally cover her child in corporate stickers like some Nascar competitor. However an unintentional consequence of present day society is that by exposing our children to modern corporate culture, we are subtly infusing in our children an amaurotic attitude to the prevalence of branding in our society. The logos is in the typical viewers horror of tattooing an infant especially with something as impersonal as a Coca Cola logo. The audience, while being familiar and likely appreciative of tattoos, would also be repulsed by the impersonal nature of the chosen logos.

The logos of the BP Spoof Ad are in referencing a well-known atrocity and then allowing the reader to draw parallels to the ongoing exploitation of the Vietnamese and other foreign countries by Global corporations. The appeal in this approach is making the reader/viewer have to work for the punch line. This approach also demands that the audience would need to be somewhat informed on todays issues to appreciate the humor, implying a more educated or informed viewership. Knowledge of historical context is also needed, and the lack of text allows for a more personal interpretation of the image used. The Pathos of both of these images is what works hardest to convey the message. The mother and child image is one that inspires many sentimental feelings in the viewer. The fragility of a nude nursing woman who is holding her despoiled child is an obvious appeal to the readers instinctual protective nature. The horror of the tattooed child attacks our natural sensitivities. The image of the captive about to be shot invokes a similar horror and repulsion in the viewer. The use of the BP logo as a halo surrounding the victim forms the spray pattern of the mans head as he is executed tying BP in the viewers mind with the atrocities of war. The Bp image represents to most of the audience, a giant unfeeling entity that is willing to exploit humanity for its own gain. These benign but loaded images appeal to the viewers personal experiences because everyone has a mother, and the image of a violent murder is abhorrent to most sane people. The use of tattoos in the Madonna image applies Pathos in that the readership is likely to be tattooed and understands the implications of having bad ones, and that the image of mother and child is a sacred one in most cultures. As a not so college aged college student, I felt the impact of these images was effective in conveying the sense of outrage the photographer/graphic designer intended. The publication of the images in this magazine was the appropriate marriage of content and form. The audience of Ad busters is the perfectly imagined forum for these commentaries as they are illustrated although unlikely to reach out to a more

moderate or right leaning audience. The satirical, intelligent and liberal viewpoint of the creators is similar to that of the readers.

Works Cited (1.) Ad Busters/About. Adbusters. Adbusters Media Foundation, Web n.p. (2.) B.P. Vietnam Spoof Ad. Adbusters. Adbusters Media Foundation, Web. Feb. 11 2011. (3.) Brand Baby. Tabula Rosa. Adbusters. Adbusters Media Foundation, Web. 2009