After reading the article “The rhetoric of black, white and red: Responsibility and aesthetics to persuade with color” by Jose Luis Caivano and Mabel A. Lopez the section on ritual and religious persuasion and intimidation stood out the most. It stated that color has different meanings in different cultures. In Japan red is a color of good luck, which is not the case in Western culture. In the west Christian culture we associate red with blood (death), evil, and hell. That is just one example of one color. It is that same with every color. They mean different things around the globe.

This got me thinking of the melting pot that is the United States and what a difficult job it must be for people in advertising, marketing, and promotions. To consider all of the associations that all of our cultures have here in the United States must be a difficult task. So why don’t we see more black and white in advertising? I think these are effective especially when a firm or a business is going for an elegant and mature feel to their ad.  Such ads could be for jewelry, fragrance, banks, lawyers, liquor etc. I think black and white would be the better to portray those feelings and let others put there own colors into the ad.  The colorful ads would be best for targeting youth that need to be fun and energetic.



I found a few examples here for fragrance and liquor but I think that black and white be used more. This could save the people in advertising, marketing, and promotions a black headache and have the consumers fill in their own colors into the images while still being a very effective ad. 
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In class, we discussed Scott McCloud's "Understanding Comics," which is really the seminal work in well, understanding comics.  McCloud discusses just about every, and any aspect of comics that can be conceived, and our discussion on 'gutters' was interesting, as I hadn't read "Understanding Comics" in some ten years.

As an avid comics fan (buff?), I had always been told that Neal Adams was one of the genre-defining comics-book artists of his day (which happened to precede me by some 15 years).  As you can see in the examples to the right, his use of panel arrangement was completely "outside-the-box," to coin a phrase that came up in class.  That is not the interesting part, however.

What is interesting about the two examples presented here is that they do not conform to the most-often-used transition cited by McCloud, the "Action-to-Action."  Instead, these particular panels, and their arrangement, necessitate a "Moment-to-Moment" reading.  This is interesting, because there is no shortage of action in these panels.  And in McCloud's admittedly small sampling of Western comics, "Action-to-Action" panels dominate.

There is an underlying philosophy in the way stories are told, which is probably all the more exacerbated by the comics medium (65% "Action-to-Action!"), and it is the concept of agency.  McCloud touches on this a little bit in his book, but I prefer Lera Boroditsky's thought that Western (particularly American) readers are much more likely to "assign agency" when describing events.  "John hit Bob," as opposed to "Bob was hit by John."  Or "David broke the glass," as opposed to "the glass was broken." This way of constructing narratives and describing events comes out in our visual language as well, and those artists who break free of that paradigm (like Neal Adams) are to be commended.
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