Lev Kuleshov discovered that depending on how shots are assembled the audience will attach a specific meaning or emotion to it. This has become commonly known as the ‘Kuleshov Effect’ and alludes to the power of editing and framing to convey particular messages. We see this commonly in the media and film industry, however it is also a tool heavily utilised for conveying social or political ideologies. Matthew Nisbet inovatively explored this concept, and wrote about the infamous ‘Torches of Freedom” campaign which was a successfully tobacco marketing campaign aimed at women (as seen below).
My remediation is a simple gif which aims to reinforce the importance of our interpretation in deciphering a message. It is essential to remember that the message is being framed for a specific agenda, and it is therefore audiences responsibility to consider the raw message and it’s purpose. As such, I have used the classic ‘glass half full’ debate to demonstrate how all images can be interpreted differently, reflective of the individual and what they see.
Waking up to the World 