The two films I watched and analyzed were “An Enemy to Die For” or “En fiende att dö för” and “Stockholm East” or “Stockholm Östra.” Both of these movies were released in 2012 so it is credible to analyze them within the same political, economic, and cultural dimensions of that era. I chose to use two pictures from each movie to further explore the aesthetics of each film. In the first film “An Enemy to Die” for there were definitely more muted and darker saturations than others. In terms of making generalizations of cultural values, beliefs, attitudes, and so forth the movie “An Enemy to Die For” was supposed to portray the world war II era and media in Sweden in this time period tend to have a cooler and muted fashion to them. As you can see below the environment and scenery was a larger portion of the film and visuals. In this aspect there was a lot of confirmation from my website research and film research. This convinces the audience that they are in this location because of the grand and beautiful water and mountains.

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Stockholm East is the love story between two strangers, bound together by a tragedy that has taken its toll on both their lives and relationships. They meet and begin a passionate relationship, while both of them hide an inconvenient truth from the other. In this film as displayed in the two pictures below, have a warmer complexion during romantic scenes and during the scenes when the couple is apart the mood is shifted using cooler and more muted colors. 

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I am having a really hard time personally understanding how we are supposed to guess and make stereotypes about how another culture lives. This struggle began day 1 when we began analyzing websites. As many business and marketing majors know – stereotypes sell. This therefore what we are seeing on the webpages may not be what the community and certainly doesn’t include all the marginalized individuals. For this assignment I am not quite sure how to begin because I hate to assume a life of another culture and post it on the internet for other more vulnerable eyes to see. There are all kinds of cultures no matter the country you are in, there are sub-cultures and racial, ethnic, sexual, age cohorts that make up other sub-cultures. 

So for anyone who reads this: THIS IS FICTION. NOT TRUE AND THERE IS NO HARD EVIDENCE THAT PROVES ANY OF THIS TO BE TRUE OR FACT. THIS IS ALL SPECULATION, DRAWN FROM THE MEDIA. This story I am piecing together could have occurred to a Swedish family living in Tennessee. 

 

 

I wake up to a sunny but chilly morning, rise and shine to a morning full of chores and work. I am from a small town called Nykvarn. It is west of Stockholm. The climate and environment is so bright and inviting here – even though my chores may be dreadful at least I can be outside. I am on spring break right now and return back to Stockholm University soon. I study Anthropology and Sociology and plan on studying abroad and furthering my education to help people who need it but most of all who want it. There are many people who need help in the world but don’t want it. I walk downstairs and my father and mother already have Blodkorv and Fläskpannkaka on the table! It smells wonderful- my mothers cooking was always the best.  Once I eat I go outside to tend to the farm. We own two ducks, three horses, and two goats. I feed and water them, making sure to take off the horses blankets so they are comfortable for the day. 

After those things are done my mother and I begin preparing for my mormor’ s 85th birthday! We are all so excited and spend the rest of the day preparing for the celebrations. My favorite part is the traditional Swedish birthday song. It is called, “Ja, ma du leva.” There are two verses to the song. The message of the song is that singers hope the celebrant will live for a hundred years. The song concludes with the line which is, when translated, “A four-fold cheer…cheer for you hurrah, hurrah, hurrah, hurrah.”
We have a wonderful time and our cake is the prettiest of them all! We are sure to include the Swedish flag because that has been a tradition for quite some time now. 

I know that Sweden has a number of stories that are told through photographs. These are especially drawn out through holiday traditions. For example, “All Saints’ Day.” This is a day of dignity and reflection. The custom of lighting candles on family graves is still widely practiced, and anyone passing a cemetery in Sweden this weekend is met by some beautiful scenes. Photographs have captured incredible imagery of the cemetery and candles around it. This is seen in the photo below. The countless points of light from the candles and lanterns placed on graves form beautiful patterns in the snow and lend a special feel to the landscape. People also lay flowers and wreaths on graves on All Saints’ Day. A jar of flowering heather stands up well to the cold. In southern Sweden, outdoor work is nearing completion, while in the north, All Saints’ Day marks the first day of winter and the traditional start of the alpine ski season. This offers also a visual composition that affects the statement in the picture. If it is very snowy and has a winter context- it is more likely in the north. Whereas, a picture in the south may have a more pleasant spring time look and composition. Until recently, shops and stores were closed to mark the occasion. Although this is no longer the case everywhere, most Swedes take the day off, and those who don’t visit cemeteries usually stay at home with the family and cook an ambitious meal of some kind. Many churches organize concerts to celebrate All Saints’ Day. This is another cultural practice that lays ground for opportunities of photographs and videos to be taken and distributed internationally.

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Another cultural practice in many individuals see as a photo op is The National Day of Sweden. Swedes celebrate their National Day on 6 June in honour of two historical events. On 6 June 1523, Gustav Vasa was elected king, and on the same date in 1809, the country adopted a new constitution. Not known for displaying their national pride, this day offers a rare chance to see Swedes waving their flag about. Every year, the King and Queen of Sweden take part in a ceremony at Skansen, Stockholm’s open-air museum, where the yellow and blue Swedish flag is run up the mast, and children in traditional peasant costume present the royal couple with bouquets of summer flowers. These days, special ceremonies welcoming new Swedish citizens are held around the country on National Day. The last time people in general took an active interest in Sweden as a nation-state was at the turn of the century, around 1900, when national-romantic winds were blowing through the country and folklore societies and local history museums were established. It was then that 6 June first became a day of celebration. This holiday and deeply rooted traditions have made for great photo ops such as the one below. In 2004, the Swedish parliament voted to make it a public holiday, which may cause people to become more interested in celebrating it. The final decision took decades to reach − various proposals had been discussed under a succession of governments. There are also groups lobbying for the introduction of an official national pastry, and a national dish, and for the key-fiddle (nyckelharpa) to be made the national instrument. But even for ideas as innocent as these, arriving at a consensus has proved difficult. Not only is this a incredible photo op but a historical one as well!! Image

 

 

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This is the post card I would like to see Bristol and its beauty, I instead of using a parody used the pure beauty of mixture between man made elements and nature. The common knowledge I hope to be portrayed in this image is that it is an image of a bridge and the bay water. I was hoping to accomplish the image of human made architecture as beautiful and functional but also look at portray how intrusive the large overwhelming bridge to the beautiful natural scenery. There is an obvious scar on mother nature of a human made bridge that appears as it adds to the beautiful environment, but no one knows what it would look like without it do we? It could be even more stunning without the lights of the bridge. I hope the audience will receive my post card in this matter especially because Bristol falls on Native American land. The Native Americans had a culture that treasured and respected their land so deeply and completely. This tells a story about the land and its history. This is my message in this image, however unfortunately I’m sure that most of my audience will not look into it more than just and image of a bridge and beautiful lights beaming off the bay water. The driftwood also portrays almost a scent of sea salt and a cool ocean breeze. 

In my 5 print examples I came across very visual ads, and ones that were very powerful. The first one that I came across and that matched the requirements actually was inclusive to  stereotypical image of how people from different areas of the world look like. In particular Turkey and Sweden. The image below is an ad for “Telefonia” a phone company marketing for low call rates from Turkey to Sweden. The marketing tactic here is to catch the audiences eye by creating an image that is abnormal and strange. This image sticks out and being so large it is hard to ignore or flip past it. Image

 

The next photo is for an international company that has successfully targeted not only the Swedish culture but I was also extremely drawn to it and captured my attention. This seemly two blank pages found in a Swedish magazine, is an avertisement for McDonalds extra large coffee. If you look very closely you can see coffee stains around the very edges of the pages, making even a stronger point that the McDonalds extra large coffee, are indeed very large.

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The next print advertisement is very similar – a Burger King advertisement, the image very visual in fact only includes one massive image that makes the french fries look like skyscrapers. This ad was published in Stockholm, which is a very strategic because the target audience will be able to relate to it. It is marketing the release of “Bigger Fries.”

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The next advertisement I analyzed was a GPS specifically targeted toward the Swedish population. This is clear because of the obvious Swedish flag that has the yellow parts of the flag as clear directional signs. Image

 

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The below advertisement I believe is a sexual reference I believe and very clever as a Real Estate Agent to make “Your life, Our Business” the slogan. Again, very visual information.

 

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These ads below are two are very interesting ads. They are both selling the clothes that these models are wearing and also selling a seemingly cold remedy for sneezing. As we have seen thus far the advertisements are high visually but also very informational. 

 

 

 

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This bright ad grabs attention of the viewers and is a bit more “flirtatious” color palette than the other advertisements. It is interesting that it is marketing a metro system. 

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Image  I can appreciate this especially during these Olympic times, when everyone is cheering their countries on McDonalds has apparently made a profit off of the patriotism but showing its support for the Sweden hockey team.

I had a more difficult time finding overlapping themes of aesthetics and density rather than color patterns. However, I did find interesting correlation between colors on the Swedish flag and the colors portrayed on national and local websites. How I did my research was both from just a general search and also from the site Alexa.com. Once I would find a website usually ending in .se I immediately observed the color and density of the aesthetics and then took a snapshot of the webpage. After I had completed and found similar websites I started to recognize developing trends. I finished with 28 websites with similar color and density formats.

Some of these trends in Swedish aesthetics were light blue colors; there were large and diverse pictures and directional buttons either horizontally or vertically. Only in the news blogs were there a very high-density set up with many pictures on the home screen and a lot of text to filter through for the reader. The colors that were more serious like black or brown were in more of the news journals. The advertising websites on the other hand, were more friendly and fun colors. These colors include light blues, oranges, and yellows.

In the first slide sorter I organized the pictures by color- having the lighter and more fun colors in the upper left hand corner and then the dark more serious and somber colors are in the lower right hand corner. A large picture in the background with low context and low density were both cultural aesthetic.

In the second slide sorter I organized the pictures by density. In the top left I have high density and high context websites. These websites seemed so high context and density that it is very overwhelming and confusing to pick where to go. It appears as if some of the more high context websites don’t have any direction. These websites are not only high verbal but also high visual and that is why it is overwhelming to website visitors. The lower visual websites still had single large pictures or 4 small images. All exception to the Swedish version of Google which was very blank and absolutely nothing but “Google” and a search engine bar.

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National:

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This is Sweden’s national government site and set up very professionally with high context and operational bar horizontally on top. The national colors can also be seen and represented on this main page.

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This is an interesting website because they advertise themselves as a “local newspaper” but it seems to appeal on a national level. There are also advertisements of national companies and colleges which also suggests it has more of a national presence.

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These colors seem to match with the warm and national colors of Sweden. The website says “A Bank for Many” and offers local as well as larger websites to help their drawn audience. This bank explains that it is a multinational bank, but I chose to place this particular webpage under national because this website is directly targeted toward the Swedish population.

Multinational:

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This webpage directly has a a value orientation based on quality of life and valuing education. There is more text content and also high information density as well. Colors are natural on the main page.

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This website has attractive light blue and large imagery to caught the audience and draw them in the horizontal buttons that are easy to ready on the top make it very user friendly.

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This immigration site chose to have larger tabs on the top and bold lettering on the side to promote and support migration to Sweden. This is interesting to contrast to the United States and there immigration opinions.

Local:

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This is an interesting site because it is specific to Stockholm and is very user friendly as well as visually appealing. Like body language text has its own signs to display and express whats going on through the design. this website the design that creates the most impression is the fonts, size, and placement of words.

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This is a local restaurant in the more populated area of Stockholm. It’s magnificent flowers and characters appear to be promoting Asian cuisine. The target culture for this restaurant seems to be higher socio-economic class citizens.

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The content of this website was extremely interesting to me because there is no written context. There is a fast information flow at times but then switches drastically to slow information slow. The value orientation is materialistic with focus on the appeal and apparel of the nightclub.

Wildcard:
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Seemingly an oxymoron the “radio” a visual and not audio source seems to be a nation wide source of news, however I still classified this under the wildcard. Upon further investigation this website holds more a of a role as Pandora does in the States.