Gaze- position is the way the intended audience is supposed to view at the picture or advertisement. Creating a certain gaze position can target the people a cpmpany or artist wants to target. Recontextualization is when a familiar image or ad is changed or put in a different environment to change the gaze-position and the audience.
In my recontextualizing project, I took coke and pepsi advertisements and changed them to display how unhealthy the product actually is. I used photoshop tools such as the paint brush tool, liquify, the clone stamp, and the text tool. The ads are to create awareness of the health risks these sodas result in.
In the coke advertisement, the ad was changed to "perfectly fattening," because what other kind of "perfection" could coke bring? Im sure diabetes is not perfection. I also changed the image so that the person holding the coke bottle is a bit more chubby in the face that in the actual ad. She looks a litter ridiculous, however I wanted to keep the same person in the ad to create the effect that fit, healthy woman were not as likely to be the buyers of coke.
In the pepsi ad, the straw is refusing to go into the coke can, obviously directed towards pepsi drinkers and people who argue over which one is better. However, when the ad is recontextualized, pepsi and coke are both so poisonous, that the cans and straws are being eaten away and distorted by a brown acid. Along with picture is a text box cantaining the words "Doesn't matter which one you chose" because they are both equally hazardous.
By recontextualizing these images, the message changes completely, by only adding a few details. The audience is changed and a new idea is born.
