Visual Communication Week 1-8 - PDF

WEEK 1 VISUAL COMMUNICATION WEEK 1 TYPES OF IMAGES ▸ Mental - Images that you experience from inside your mind such as thoughts, dreams, and fantasies ▸ Direct - Images you see without media intervention ▸ Mediated - Images that you see through some type of print or screen medium TEXT CL...

WEEK 1 VISUAL COMMUNICATION WEEK 1 TYPES OF IMAGES ▸ Mental - Images that you experience from inside your mind such as thoughts, dreams, and fantasies ▸ Direct - Images you see without media intervention ▸ Mediated - Images that you see through some type of print or screen medium TEXT CLEAR SEEING WEEK 2 SENSING + SELECTING + PERCEIVING = SEEING ▸ The more you know, the more you sense ▸ The more you sense, the more you select ▸ The more you select, the more you perceive ▸ The more you perceive, the more you remember, ▸ The more you remember, the more you lean ▸ The more you learn, the more you know VISUAL COMMUNICATION THEORIES SENSUAL & PERCEPTUAL WEEK 6 PERCEPTUAL THEORIES ▸ Semiotics ▸ Cognitive SENSUAL THEORIES ▸ Gestalt ▸ Constructivist SENSUAL THEORIES GESTALT WEEK 6 THE WHOLE IS DIFFERENT FROM THE SUM OF ITS PARTS. Max Wertheimer WEEK 6 LAWS OF GESTALT ▸ Similarity ▸ Proximity ▸ Continuation ▸ Common Fate WEEK 6 LAWS OF GESTALT WEEK 6 LAWS OF GESTALT - SIMILARITY GIVEN A CHOICE BY THE BRAIN, YOU WILL SELECT THE SIMPLEST AND MOST STABLE FORM TO CONCENTRATE ON. WEEK 6 LAWS OF GESTALT - PROXIMITY THE BRAIN MORE CLOSELY ASSOCIATES OBJECTS CLOSE TO EACH OTHER THAN IT DOES TWO OBJECTS THAT ARE FAR APART WEEK 6 LAWS OF GESTALT - CONTINUATION THE BRAIN DOES NOT PREFER SUDDEN OR UNUSUAL CHANGES IN THE MOVEMENT OF A LINE. INSTEAD THE BRAIN SEEKS AS MUCH AS POSSIBLE A SMOOTH CONTINUATION OF A LINE. WEEK 6 LAWS OF GESTALT - CLOSURE WHEN SEEING A COMPLEX ARRANGEMENT OF ELEMENTS, WE TEND TO LOOK FOR A SINGLE, RECOGNISABLE PATTERN. WEEK 6 LAWS OF GESTALT - COMMON FATE ELEMENTS WITH THE SAME DIRECTION OF MOVEMENT ARE PERCEIVED AS A COLLECTIVE GROUP WEEK 6 LAWS OF GESTALT PERCEPTUAL THEORIES SEMIOTICS WEEK 6.1 SEMIOTICS SEMIOTICS IS THE STUDY OR SCIENCE OF SIGNS WEEK 6.1 SEMIOTICS A SIGN IS SOMETHING THAT STANDS FOR SOMETHING ELSE. THE MEANING BEHIND ANY SIGN MUST BE LEARNED & UNDERSTOOD WEEK 6.1 “ONE PICTURE IS WORTH A THOUSAND WORDS. YES, BUT ONLY IF YOU LOOK AT THE PICTURE AND SAY OR THINK THE THOUSAND WORDS” William Saroyan TYPES OF SIGNS TYPES OF SIGNS ICONIC Easiest to interpret, they closely resemble the thing that they represent WEEK 6.1 ICONIC SIGNS ▸ What is the iconic sign here? ▸ Iconic signs have the strongest one-on-one connection between the image and what it represents WEEK 6.1 ICONIC SIGNS TYPES OF SIGNS INDEXICAL Less representational but directly connected in some way WEEK 6.1 INDEXICAL SIGNS ▸ What is the indexical sign here? ▸ Logical, common-sense connection to the thing or idea they represent rather than a direct resemblance to the object ▸ Learn signs through everyday experiences WEEK 6.1 INDEXICAL SIGNS TYPES OF SIGNS SYMBOLS No representational or logical link, must be taught. WEEK 6.1 SYMBOLIC SIGNS ▸ No logical or representational connection ▸ Must be taught CAT ▸ Social, Cultural considerations influence symbolic signs WEEK 6.1 SYMBOLIC SIGNS TYPES OF SIGNS CHAIN OF ASSOCIATIONS CODES An amalgamation of hundreds of ideas and/ or elements into one convenient concept WEEK 6.1 CODES: METONYMY ▸ A collection of signs that cause the viewers to make assumptions about what is seen WEEK 6.1 CODES: ANALOGY ▸ Group of signs that cause the viewer to make mental comparisons WEEK 6.1 CODES: DISPLACED ▸ Transfer of meaning from one set of signs to another ▸ Often sexual references and “shock” ads ▸ Phallic symbols associated with alcohol, tobacco and lipstick WEEK 6.1 CODES: CONDENSED ▸ Several signs that combine to form a new composite message. Meaning must be derived by the viewer. ▸ Within the culture the message is intended for, the condensed code has relevant meaning. But for those outside, the images often are confusing. VISUAL ANALYSIS 6 PERSPECTIVES 6 PERSPECTIVES PERSONAL WEEK 5 SIX PERSPECTIVES ▸ Personal ▸ Ethical ▸ Historical ▸ Cultural ▸ Technical ▸ Critical WEEK 5 FIRST STEPS ▸ Make an Inventory ▸ Composition ▸ Visual Cues ▸ Colour/Form ▸ Depth/Movement ▸ Where was it taken? WEEK 5 PERSONAL PERSPECTIVE - OMNIPHASISM ▸ Personal Impact Assessment ▸ Take time with the image ▸ List the “Primary Words” ▸ List the “Associative Words” ▸ Select the most significant Associative Words ▸ Create Primary and Associative Word Pairs WEEK 5 PERSONAL PERSPECTIVE - OMNIPHASISM ▸ Personal Impact Assessment ▸ Relate the Primary and Significant Associative Word Pairs to Yourself ▸ Review Your Inner Symbolism ▸ Write a Story 6 PERSPECTIVES ETHICAL WEEK 7 ETHICAL PERSPECTIVES ▸ Categorical Imperative ▸ Utilitarianism ▸ Hedonism ▸ Golden Mean ▸ Golden Rule ▸ Veil of Ignorance WEEK 7 CATEGORICAL IMPERATIVE ▸ Categorical means unconditional, without any question of extenuating circumstances, without any exceptions. Right is right and must be done even under the most extreme conditions. WEEK 7 UTILITARIANISM ▸ In utilitarianism, various consequences of an act are imagined, and the outcome that helps the most people is the best choice under the circumstances. ▸ Each individual's moral and legal rights must be met before applying the utilitarian calculus. ▸ Although an act might not be beneficial to a few individuals, it might result in helping many. WEEK 7 THE GREATEST GOOD FOR THE GREATEST NUMBER OF PEOPLE. Jeremy Bentham and John Stuart Mill WEEK 7 HEDONISM ▸ Aristippus believed that people should fiIl their time with intellectual pursuits and use restraint and good judgment in their personal relationships. ▸ “I possess, I am not possessed“ ▸ "eat, drink, and be merry, for tomorrow we die," "live for today,' and "don't worry, be happy" WEEK 7 "ACT TO MAXIMIZE PLEASURE NOW AND NOT WORRY ABOUT THE FUTURE." Aristippus 366 B.C.E. WEEK 7 GOLDEN MEAN ▸ Aristotle's golden mean refers to finding a middle ground or a compromise between two extreme points of view or actions. WEEK 7 “LOVE YOUR NEIGHBOUR AS YOURSELF” WEEK 7 GOLDEN RULE ▸ An individual should be as humane as possible and never harm others by insensitive actions. WEEK 7 “PUT THE SHOE ON THE OTHER FOOT ” WEEK 7 VEIL OF IGNORANCE ▸ No one class of people is entitled to advantages over any other. ▸ Imagining oneself without knowing the advantages or positions that one brings to a situation results in an attitude of respect for all involved. WEEK 7 VEIL OF IGNORANCE ▸ Does the taking and displaying of the picture fit the social responsibility of the professional involved? ▸ Has anyone's rights been violated in the taking and displaying of the picture? ▸ Does the display of the image meet the needs of the viewers? ▸ Is the picture aesthetically appealing? WEEK 7 VEIL OF IGNORANCE ▸ Does the picture choice reflect moderation? ▸ Does the professional choice reflect empathy for the subject's experience? ▸ Could a professional justify the choice if she didn’t know which of the parties (subject, shooter, or viewer) she would turn out to be? ▸ Does the visual message cause unjustified harm? 6 PERSPECTIVES HISTORICAL WEEK 7 HISTORICAL PERSPECTIVE ▸ History of the Medium ▸ Modern Art ▸ Photography & Film ▸ Design & Typography ▸ Digital Media & the Internet ▸ Current Trends WEEK 7 ASK YOURSELF: “WHEN DO YOU THINK THE IMAGE WAS MADE? IS THERE SPECIFIC STYLE THAT THE IMAGE IMITATES?” 6 PERSPECTIVES TECHNICAL WEEK 7 TECHNICAL PERSPECTIVE ▸ Requires production knowledge ▸ Photography & Film ▸ Design & Typography ▸ Digital Media & the Internet ▸ Assessment of Quality ▸ Technique & Cost WEEK 7 ASK YOURSELF: “HOW WAS THE IMAGE PRODUCED? WHAT TECHNIQUES WERE EMPLOYED? IS THE IMAGE OF GOOD QUALITY?” 6 PERSPECTIVES CULTURAL WEEK 7 CULTURAL PERSPECTIVE ▸ Omniphasism (Williams method) ▸ Allow Historical, Technical and Ethical perspectives to influence analysis. ▸ Identify Symbols and determine societal meaning ▸ Closely related to the Semiotics approach WEEK 7 ASK YOURSELF: “WHAT IS THE STORY AND THE SYMBOLISM INVOLVED WITH THE ELEMENTS IN THE VISUAL MESSAGE? WHAT DO THEY SAY ABOUT CURRENT CULTURAL VALUES” 6 PERSPECTIVES CRITICAL WEEK 7 CRITICAL PERSPECTIVE ▸ Final stage of analysis ▸ Transcend the image and draw conclusions from: ▸ Medium and Producer ▸ Culture and Society ▸ Viewer ▸ Redefines the initial personal perspective WEEK 7 ASK YOURSELF: “WHAT DO I THINK OF THIS IMAGE NOW THAT I’VE SO MUCH TIME LOOKING AT AND STUDYING IT?” IMAGES THAT INJURE ETHICAL ISSUES SHOCK ADVERTISING WHAT ARE WE BEING SOLD? PHOTOGRAPHY’S ABILITY TO AROUSE VIEWER INTEREST, CONTROVERSIAL AND UNUSUAL PICTURES ARE USED TO SHOCK AND GAIN ATTENTION WEEK 8 ETHICS & ADVERTISING ▸ Shock Advertising ▸ Advertising Social issues ▸ Persuasion vs. Propaganda ▸ Ethos ▸ Logos ▸ Pathos WEEK 8 Shock advertising or Shockvertising is a type of advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals". Dahl, Darren W. et al. WEEK 8 “YOU WANNA KNOW WHAT COMES BETWEEN ME AND MY CALVINS? NOTHING” BROOKE SHIELDS 14 YEARS OLD WEEK 8 2002- CAMPAIGN CALLED “OUTRAGEOUS AND IRRESPONSIBLE” BY A MEMBER OF CONGRESS WEEK 8 ABERCROMBIE & FITCH CHRISTMAS 2003 SOMETIMES CONTROVERSY DOES NOT SELL MORE CLOTHES WEEK 8  SHOCKINGLY VIOLENT OR SEXUAL IMAGES ARE THE CULMINATION OF CORPORATE CYNICISM AND ARE JUSTIFIED IF IT GETS ATTENTION WEEK 8 ADVERTISING SOCIAL ISSUES WEEK 8 SHOCK ADVERTISING IS PREVALENT BECAUSE IT WORKS IT’S EASIER TO ASK FOR FORGIVENESS THAN PERMISSION WEEK 8 TARGET AUDIENCE 18-24 SOCIALLY CONSCIOUS CLOTHING BUYERS WEEK 8 WEEK 8 WEEK 8 PERSUASION VS. PROPAGANDA THERE IS A FINE LINE BETWEEN PROPAGANDA AND PERSUASION  MOST INFORMATION, WHETHER FACTUAL OR NOT IS COMMUNICATED THROUGH THE MASS MEDIA AND RELIES ON THE EMOTIONAL APPEAL IN VISUAL PRESENTATIONS PROPAGANDA USES ONE-SIDED AND OFTEN NONFACTUAL INFORMATION OR OPINIONS THAT APPEAR TO BE FACTS - ALONG WITH EMOTIONAL APPEALS ‣ FIRST TO WRITE ABOUT THE ART OF PERSUASION ‣ ETHOS SOURCE CREDIBILITY ‣ LOGOS LOGICAL ARGUMENTS ‣ PATHOS EMOTIONAL APPEALS Aristotle ALL HUMAN COMMUNICATION USES PERSUASION AND SOMETIMES PROPAGANDA IN AN ATTEMPT TO HOLD OR CHANGE A LISTENERS OR VIEWERS ATTITUDE. PROPAGANDA FIRST USED BY THE CATHOLIC CHURCH TO INCREASE MEMBERSHIP. “CONGREGATION FOR PROPAGATING FAITH” PROPAGANDA PROPAGATE AN IDEA TO A LARGE POPULATION PROPAGANDA DUPING AN UNSUSPECTING PUBLIC THROUGH MISLEADING OR FALSE INFORMATION WEEK 8 WW1 PROPAGANDA WEEK 8 WEEK 8 PROPAGANDA PARODY WEEK 8 WEEK 8 MODERN INFLUENCE WEEK 8 WEEK 8 PERSUASION IN ADVERTISING 400,000 US ADVERTISING EMPLOYEES $650 BILLION ANNUAL BILLINGS WORLDWIDE  ADVERTISING FUNDS MEDIA & STIMULATES THE ECONOMY… BUT IT’S GETTING HARDER TO BREAK THROUGH WEEK 8 PRODUCT PLACEMENT WEEK 8 WEEK 8 WEEK 8 WEEK 8 WEEK 8 NATIVE ADVERTISING WEEK 8 WEEK 8 WEEK 8 WEEK 8 WEEK 8 WEEK 8 IMAGES THAT INJURE STEREOTYPES PITY WEEK 8 JERRY LEWIS MDA TELETHON ‣ LEWIS THE HOST SINCE 1966 ‣ MUSCULAR DYSTROPHY ‣ FATAL, BUT RARE ‣ FOCUS ON “POSTER CHILD” ‣ DONATED ENTERTAINMENT ‣ MDA PROVIDES SOME FUNDING WEEK 9 SHAGGY AND FRIENDS STEREOTYPES WEEK 8 REINFORCING STEREOTYPES WITH IMAGES ▸ Pictures Affect Us Emotionally ▸ They can Remain with Us for a Lifetime ▸ Repeated Images Become a Part of a Culture ▸ Dominant Cultures: Those with Power, Not Necessarily Numbers ▸ Stereotyping is Making General Assumptions About an Individual WEEK 8 MEDIA COVERAGE & PREJUDICIAL THINKING ‣ SIN OF ADMISSION AND OMISSION ‣ LITTLE DIVERSITY IN NEWSROOMS, CORPORATIONS, OR COLLEGES ‣ CULTURES WORLDWIDE: 17,000 ‣ BUT THEIR FACES SELDOM APPEAR WEEK 8 MEDIA COVERAGE & PREJUDICIAL THINKING WEEK 8 AFRICAN AMERICAN STEREOTYPES WEEK 8 AFRICAN AMERICAN STEREOTYPES WEEK 8 AFRICAN AMERICAN STEREOTYPES KATRINA AFTERMATH: “TWO RESIDENTS WADE THROUGH CHEST-DEEP WATER AFTER FINDING BREAD AND SODA FROM A LOCAL GROCERY STORE.” WEEK 8 AFRICAN AMERICAN STEREOTYPES KATRINA AFTERMATH: “A YOUNG MAN WALKS THROUGH CHEST DEEP FLOOD WATER AFTER LOOTING A GROCERY STORE IN NEW ORLEANS.” WEEK 8 AFRICAN AMERICAN STEREOTYPES WEEK 8 AFRICAN AMERICAN STEREOTYPES WEEK 8 AFRICAN AMERICAN STEREOTYPES WEEK 8 AFRICAN AMERICAN STEREOTYPES ‣ 16TH CENTURY ROOTS ‣ HISTORIC DISCRIMINATION ‣ PRINT, MOVIES AND TELEVISION WEEK 8 AFRICAN AMERICAN STEREOTYPES ‣ 16TH CENTURY ROOTS ‣ HISTORIC DISCRIMINATION ‣ PRINT, MOVIES AND TELEVISION WEEK 8 AFRICAN AMERICAN STEREOTYPES ‣ 16TH CENTURY ROOTS ‣ HISTORIC DISCRIMINATION ‣ PRINT, MOVIES AND TELEVISION WEEK 8 NATIVE AMERICAN STEREOTYPES ‣ OFTEN PORTRAYED AS SAVAGES ‣ MASCOTS AND “COLLATERAL USE” WEEK 8 NATIVE AMERICAN STEREOTYPES ‣ OFTEN PORTRAYED AS SAVAGES ‣ MASCOTS AND “COLLATERAL USE” WEEK 8 SPECIFIC EXAMPLES OF STEREOTYPING ‣ FEMALE STEREOTYPES ‣ VOTING DISCRIMINATION ‣ TV SHOW PREFERRED ROLES ‣ SEXISM IN ADVERTISING WEEK 8 FEMALE STEREOTYPES UNTIL JUNE 26 THE TEXAS CONSTITUTION MANDATED THAT ALL TEXANS CAN VOTE, EXCEPT “IDIOTS, IMBECILES, ALIENS, THE INSANE AND WOMEN”. WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 FEMALE STEREOTYPES WEEK 8 GAY AND LESBIAN STEREOTYPES ‣ AIDS PREJUDICE ‣ AGENDAS ‣ RELIGIOUS ‣ POLITICAL WEEK 8 GAY AND LESBIAN STEREOTYPES WEEK 8 GAY AND LESBIAN STEREOTYPES WEEK 8 GAY AND LESBIAN STEREOTYPES WEEK 8 GAY AND LESBIAN STEREOTYPES