Evidence of concepts that are regularly depicted in advertising and publicity that cannot be shown directly are insurance, funeral care, retirement, holidays, wealth, health (preconceptions), fragrance (smells), food (taste). Adverts I recall immediately are Churchill with the British Bulldog (protection, loyalty) and Hastings with the knight and St. Georges flag.
For this exercise of depicting evidence of action, I came up with a list such as working on a bike, falling off a bike, unpacking the car, a jar tipped over, a wheely bin blown over. I decided to look at mending a bike. Having completed the exercise, I thought of another idea which I thought would work, so I took that too.
My first picture shows evidence of action through the broken back wheel of a bicycle. I set this picture up in the garage with the bike on a bike stand against the shelves of tools and bike maintenance kit, and asked my husband to oil his hands to look like he was about to mend it. To light the picture I used natural light from the open garage door instead of the fluorescent strip light, hence the high ISO and shallow depth of field. I think the noise from the high ISO adds to the atmosphere.
F4 1/30 ISO1600 65mm
Another idea I had was a punctured ball (broken during play). Here I illustrated it with my son in his football kit, using the football shirt and goalie gloves to link with the ball as a juxtaposition. I asked him to outstretch his hands to show the gesture of “look it’s broken, can you fix it please?”. I used a wide aperture to blur out the football kit so that the ball became the focal point. I experimented with the position of the ball and I think the viewer follows the upward markings on the ball to the football shirt in the background. I deliberately left the colours looking dark and dirty.
1/2000 F2.8 ISO100 70mm
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