Previously we discussed the deconstructions of symbols and signs in a picture to gain the meaning of the picture. The meaning of a picture may change in different situations and over time as demonstrated with the analysis of “Beauty and the beast”. The next question we need to ask: is the receiver/viewer – the person who is looking at the picture and analysing the picture – always neutral in his/her approach to the deconstruction of the picture?
For example, if one is looking at a mobile phone advertisement, we can have 3 views or readings of the advertisement, namely 1) the viewer loves the brand phone because s/he has previous positive experience with the brand; 2) the viewer despises the brand because they had a bad experience with similar products; and 3) the viewer does not care one way or the other because they just bought a new mobile phone or does not use a mobile phone at all.
Understanding that visual communication can be received differently may help the communicator choose different symbols to ensure that misunderstandings are less frequent or avoided, but it may also be used specifically to extract a reaction from the viewer – e.g. starting an argument or illustrating conflicting views in order to get the viewer to respond and communicate back. For example, Nando’s advertisement campaigns generally seek to engage the viewer by enraging the viewer with discriminating statements or social taboos.
The same can be found in artworks – some images want to encourage the viewer to follow the rules and feel kinship to their land, for example German art made during the world war; while contemporary artworks provoke the public by questioning the leaders actions (think about artworks relating to USA and their presidential campaign), and still others evoke little response from the viewer beyond the momentary enjoyment of the painting.
A visual deconstruction of Beauty and the Beast 2017 poster…
Fig 2. Beauty and the Beast dancingFig 1. Beauty and the Beast 2017
In order to deconstruct a picture we must first “read” (describe) what we see. Looking at Fig 1: you first notice the girl with the rose (Belle) that is lighter than the image of the beast and the castle in the background; beneath the two main figures you see the different characters surrounding the gate and a girl with candelabra exploring inside a building.
To determine the meaning we can now use the following questions to start our deconstruction: 1) will the meaning of the image change if the artist used different colours or elements? 2) Will the message remain the same if some of the codes (symbols/detail e.g. the rose) are removed or substituted with something else? 3) Will the message stay the same if we rearrange the symbols, e.g. switch Belle with the beast? 4) Will the meaning of the picture stay the same over time? 5) In what period are it set and how does it impact the meaning of the codes? 6) Are the picture universal or cultural specific? 7) What is the message of the picture?
After answering the above questions we may also determine what type of reading this is – in other words who are the specified receiver? Are the receivers interested in the message? Is the message received positively, or not? And why? Will different receivers interpret the message differently? Does the age of the receiver impact his/her ability to decode the message? What about the gender of the receiver? Thinking about these questions, did the meaning of the picture change?
Now let us answer the questions:
1) The overall colour scheme in Fig 1 is blue; changing the colour will definitely change our reading of the message since colour convey very specific meanings and help determine the overall mood of the image. In this case we may determine that the blue creates the mood suggesting coldness, isolation and lack of love. This cold blue is also used to contrast with the yellow of Belle’s dress and the warm light on her face suggesting that she has the ability to love. That is further emphasized by her holding the red rose – universally accepted symbol for love. But red can also symbolize aggression and the subtle use of Gustav’s red coat illustrates his aggressive nature. Using mostly primary colour scheme gives the picture a sense of stability.
2) Changing one code can change the whole message, for example, changing the rose to a white lily will suggest the girl’s innocence and perhaps give her the appearance of being aloof. Changing Gustav’s coat to orange for instance will change the meaning from aggressive hunter to flamboyant generous gentleman. And what if we just remove some “unnecessary” elements like the teapot, cup and the clock? Well then the film advertised here may be an altogether different story about a girl in love that is stalked by a beast with the hunter being her rescuer and hero.
3) If we rearrange the elements in the picture the meaning will change, e.g. if Belle is looking at the beast, then the receiver may feel he/she does not need to go to the movie since it is already obvious that Belle loves the beast. You may wonder why they decided on this option in Fig 2. in this example, none of the other characters is shown leaving the viewer to wonder if they start out happy or end happy?
4) Since these codes are arranged very specifically and with defined meanings the message will probably stay the same, since it is unlikely the meaning of the rose for example will change.
5) The hairstyles and fashion in the picture gives the clues as to the period within which it is set, namely French Rococo – an age known for frivolous romantic notions. The playful nature of some of the characters like the candelabra and clock comes to mind here. Thus the use of this particular period faintly hints at the playfulness of these characters and the underlying love theme of the movie.
6) Set within a very westernize setting the universal themes of the story makes it accessible to most audiences. The story itself can be found in different cultures around the world. A few examples of Vintage illustrations of Beauty and the Beast:
Beauty and the Beast by Edward CorbouldBeauty and the Beast by A L BowleyBeauty and the Beast by Edmund Dulac
7) Belle brings light (enlightenment because she reads a lot she is not as narrow-minded as the rest of the town’s people and are therefor able to see past the exterior of the beast to the man he has become) into the dark castle and even darker heart of the beast – the girl with the candelabra exploring the dark building. Belle with the rose but turned away from the beast – she has the compassion to love the beast, but she must still come to terms with her feelings before she can give the rose and her love to him. The beast is in shadows turned towards his castle – his only refuge. The surrounding characters is placed almost like a clock indirectly suggesting time and their individual roles played in the story.
Next time – types of readings (deconstructions) of visual messages.
