Image producer — viewer
Who are the invisible actors?
Magazine example — who is responsible for what you're seeing?
Fashion campaign
Design campaign
Advertising campaign
Theatre performance
Film
Television
Illustration
Real author
Implied author disembodied voice with implicit norms. No voice but presumed. Implied reader is one with preferred reading position. We speak from a similar stance.
Producers work within rigid conventions and values of social institution to circulate their work. Readers recognise communicative intentions and values even if not accepted as own.
Believes conduit idea is limited. Assumes the producer has all power to write and read. Viewer can only read. Viewer has right to recognise senders message and then accept or reject it adopting a new stance depending on personal perspective.
Demand (Halliday 1985) is an image that directly addresses you. Can be come here, go there, get away, worship me, abhor me. Asks for participation. Think "Call to action" at the bottom of a poster "Book now!"
Offer or Demand. Sense of connection with viewers and authority figures.
A.B Original key example:
https://www.instagram.com/p/BRbsJK9A_Q5/
http://musicfeeds.com.au/news/briggs-fires-back-australian-ab-original-historic-music-prize-win/
Best / Worst PlayStation Ads
http://www.giantbomb.com/playstation-3/3045-35/forums/top-10-worst-best-playstation-advertisements-from--12016/
http://mashable.com/2014/12/03/20-years-playstation-commercials/#RsF91.01xiqV
Chris Cunningham
Brother, "what the hell was that?! I did not like one bit. Weird. Ugh."
https://www.youtube.com/watch?v=KkbHsa0qing
