More codes and intertextuality

This lecture was key to  me, as my chosen essay question for assessment is 'Using the process model of communication and/or the theory of codes discuss the characteristics of a specific genre of photography'. The theories made a lot of sense to me. Intertextuality is the reference to other images. It is inevitable that intertextuality will occur. No matter how subtle, they may be a sense of the past when looking at an image. It may reflect back to what we think we've seen in the past. As a student there is almost always a feature of this in our projects, as we research other artists and use their work as inspiration.
The four photographic codes that communicate and our used in interpretation are; cultural, technical, intertextuality and aesthetic. These will be discussed in more detail in my essay assignment.

Here are a few images from advertisements from United Colors of Benetton. They are quite well known but have also been known to cause a lot of controversy and been described as "tasteless". They contain a number of various communicative codes within them.

Many of the advertisements represented religious and political conflicts.This one shows conflicts between Palestiniann and the Israeli.  

We were asked to think about why the above image was seen as controversial...the image symbolises moral conflicts. Showing good and evil stereotypes that were depicted to represent angels and devils of the world.

United Colors of Benetton have based their ads on important controversial worldly issues. This has created a different perspective on advertising. Portraying the truth rather than the common model. It has changed the way people interact towards advertising and different images and are a major part of the new advertising culture.