The first image is from the famous Chinese calligrapher and painter Zhao Zhiqian entitled “Flowers” (Wikimedia Commons). The second image is from a contemporary Minute Maid ad in Chinese their line of “Super Milky” fruit flavored milk drinks (Advertising Age).
The most striking difference between the images is calligraphy/characters. In Zhao’s picture, the characters are set off from the picture, almost framed by it. Accordingly, in observing the piece, a viewer is forced to make a choice, either read the characters or view the picture. In other words, one cannot do both. The effect is to allow for contemplation of each element in isolation. In the Minute Maid ad, on the other hand, the characters both separated and integrated into the picture. In fact, there really does not seem to be any goal in how the characters are displayed. One’s attention, therefore is constantly switching between character and picture. No time for deep contemplation. The second difference is the visual impact. Zhao’ picture offers a quiet, almost peaceful visual impact. One is tempted to sight, if possible, and look at the picture for a while, perhaps asking oneself what was Zhao’s purpose in choosing these particular set of flowers. What attracted him to them. As observed of Leonardo, Zhao is a genius in that while he has long since passed away, he is still engaging with viewers, at least of this piece or art, in a conversation that can never really be effectuated but nevertheless appeals to one’s intellectual curiosity. The Minute Maid picture, conversely, is extremely busy, hyperactivity. No need to wonder if you missed something. In this way, the Minute Maid ad absolutely illustrates Berger’s observation of advertising images. To be sure, every point that one needs to know is unambiguously pointed out, even the suggestion that is a very tasty drink.
Works Cited
Wikimedia Commons. “Flowers by Zhao Zhiqian.” 03 Apr. 2010. Web. https://upload.wikimedia.org/wikipedia/commons/e/ee/Flowers_(Zhao_Zhiqian)_-_3.jpg
Advertising Age. “Now Coke’s Got Milk in China.” 14 Oct. 2009. Web. http://gaia.adage.com/images/bin/images/x-large/SuperMilkyT101409.jpg
