Class Exercise B - Constructive Criticism Model

Class Exercise B was on Constructive Criticism Model, whereby we had to critique an image - The Avatar image - and write a short report on it.

I worked with JieYing on this and this is what we've came up with. =)

Description:
There is a central image of Avatar, starring upwards. However, we can tell that it is not the real actor acting in the actual movie.
It has a forest setting as its background.
There are words as well, providing information about the movie, for example, "James Cameron's" = the director of the movie.
There is also a "Macdonald's" logo at the top right hand corner of the image.

Analysis:
It is quite straightforward that this image an imitation of the actual movie, using the portrait of Avatar.
We guessed that it could probably be in the form of the poster, promoting either Avatar or Macdonald's.
The image of Avatar was not well done. The merging of the human face and the Avatar was poorly done. This could be attributed to poor CG skills maybe?


Interpretation:
From what we gathered and analysed, we interpret that Macdonald's could be riding on the recent popular wave of the movie Avatar, to advertise certain products. (which is something that Macdonald's, or even some other restaurants like KFC, often do as means of advertising.)

Judgement:
We had both positive and negative views for this image.
Positive:
It attracts attention well, especially with the current popularity of Avatar. I feel that it is quite a smart move since much advertising has already been done for Avatar by the movie producer etc. Riding on this popularity might effective as it may produce positive recency effects.

Negative:
We were rather puzzled by its intention actually, due to the unclear message sent to the audience. If this was to promote the movie Avatar, why does it present an distorted image of Avatar? If it was to advertise for Macdonald's, shouldn't Macdonald's products be included? Hence, we were unsure of the intention of this image (or maybe poster).
Also, the target audience was unclear too.
The poor CG skills in incorporating the human face and the Avatar gave us the impression that this image (or poster-assumed-to-be) was not for professional usage. I mean, why would any company use a low quality image for promotion? Unless it was on purpose, which I personally don't think so for this case. The poor quality also contradicts with the actual movie. The movie Avatar was a highly "computerated" movie, pushing the limits of 3D in movies. However, the poster was with very low resolution and poor blending skills, etc. Hence, I don't think the image would receive its desired outcomes since it was poorly done with poorly defined target audience and advertising purpose.

Anyway, attended the first tutorial on the same day. Shall blog about it soon! =)