Appendix 2 – list of pictures

No / Name / Description / Text / Source / Author / Producer and genre / Date / Medium, form and location / Brief (pre-iconographic) description
A1 / Jockey Plaza
Mother’s Day / “Mi major amiga es mi Mama. Feliz Dia Mama. Se como quieres ser” (eng. „My Best friend is my Mother. Happy Mothers’ Day, Mummy. [JP] knows who you want to be ”) / Internet
/ JockeyPlaza
promotional materials / April 2009 / Poster / billboard
Available on facebook / Figures: Two persons, face directed into the lens, body directed in other direction, women (mother) gives a piggy back to little girl (about 3-4 years old), Mother: wearing white polo necked sweater, with one hand holds up baby, with second – holds girl’s hand, widely smiles (plain, white teeth), blue eyes, delicate makeup, long blond hair.
Girl – blond hair, smiles, blue eyes, wears jeans and pink sweater
Both wear colorful chullos, Peruvian style hats
Arrangement: picture plays a role of portrait, figures in the centre of the image, In a footer (on a two tones lighter foil: Jockey Plaza logo and slogan: Se como quieres ser)
Background: grey (Hued) background, plain, unnatural, contract between background and foreground
A2 / Jockey Plaza – Ladies’ Month / “Soy mujer, soy especial. Mes de la Mujer” (eng.” I’m a woman, I’m special. Ladies’ Month”) / Internet
/ JockeyPlaza
promotional materials / March 2009 / Poster / billboard
Available on facebook / Arrangement: Image cut, presenting just part of woman’s face,
Figure: sky-blue eyes, strong blue eye make-up, ideal complexion, view-line: out of the picture
Background: there is no background
Jockey Plaza – Ladies’ Month
The campaign “in action” / Private resources / Nina Paczos
promotional materials / March 2009 / Poster / billboard
Available on facebook / The same image – photo taken in Jockey Plaza shows the campaign “in action”.
Image is multiplied, hanging from every wall and fin of the roof
A3 / Jockey Plaza
Campaign promoting JockeyPlaza credit cards / Todo entra or los ojos” (eng. “Everything enters through eyes”) / Internet / JockeyPlaza
promotional materials / Poster / billboard / Figure: milky-white woman, she looks directly into the lens, perfect pale skin, seems to be naked, green-blue eye(s), delicate make-up, no face expression – she’s focused
Arrangement: Portrait, just half of her face is shown – as if the picture was symmetrically cut in two, just right side is presented
Background: very light, her face occupies the whole picture, close-shot, unnatural illumination of the image, dreamy atmosphere
A4 / Larcomar
For fans / “Por ser nuestra fan… te regalamos una premia sorpresa. Ingresa a
Promocion valida solo para mujeres del 18. Al. 19.11.09 o hasta agotar stock”
(eng. “By being our fan… we are giving you an extra surprise. Enter en www….. Promotion valid only for woman, from 18th to 19th Nov. 2009 or until resource depletion”) / Internet
/ Larcomar (promotional materials) / Nov. 2009 / Flyer
Available on facebook / Figure: Pale woman, with Asiatic look, her face it rounded by pink orchids, dark eyes, she seems to be naked, her look is directed out of the picture, no smile, no face expression, as if she was focused on something (what is out of viewers’ reach),
Background: pink and brown (harmonized with each other), brow background is a frame for the portrait
Arrangement: image cut – just face (portrait), text overlaps with the image, white font
A5 / Larcomar - Christmas
/ “Navidad. Elige tus regalos de Navidad en
catalogo ONLINE” (eng. “Christmas. Choose your Christmas gifts on www…., online catalogue”) / Internet
/ Larcomar
promotional materials / Nov. 2009 / Poster / billboard
Available on facebook / Figures: Two women, sitting around the table on Larcomar’ terrace (overlooking the sea), both turn and look on the left (it’s out of viewers’ reach), first woman smokes, wears green summer dress, second woman (in a back) wears pink pullover, table is set (coffee, cake, juices), whites, sunbathed, discreet make-up, neat hairdo, clear faces, wide smiles
Background: natural settings, impression of casual lunch, small-talk, funny and care-free atmosphere
Arrangement: the image remains website: photo in the centre, in footer and in a heading: notes, slogans, images.
A6 / Jockey Plaza - Christmas,
/ “Esta Navidad iluminamos los sueños del Peru” (eng. “This Christmas we illuminate Peruvian dreams”) / Internet
/ Milton
promotional materials / 27 Nov. 2007 / Poster / billboard / Photo taken in Jockey Plaza, presents billboard, touting for buying Christmas present in the mall,
Figure: Young white woman, long blond hair, hanging in both hands a read candle, which lighten her face and the whole picture, wears elegant shiny cocktail dress, neat discreet makeup and hairdo, no face expression, looks directly into the lent, face – centre of the picture, on the crossing of axis
Background: on red plain background, bottom-line: sparkly balls or bulbs in red and orange, create a “barer” between the image and the audience, the figure seems to be over the line.
Arrangement: in the centre of the image,

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