Notes on Visual Literacy.pdf

ENGELS Visual Literacy ADVERTISEMENTS What is advertising? Advertising is a message that tries to sell a product. Advertisements appear almost everywhere you look. (TV, internet, social media, newspapers, etc. Two main purposes: It tells people about a product or a service. It works to make peop...

ENGELS Visual Literacy ADVERTISEMENTS What is advertising? Advertising is a message that tries to sell a product. Advertisements appear almost everywhere you look. (TV, internet, social media, newspapers, etc. Two main purposes: It tells people about a product or a service. It works to make people want to buy the product or service.  Visual Literacy Successful advertisements use: Famous people like actors, actresses, models or athletes. Play on human needs/ emotions/ desires; like fear/ the need for status/ hunger etc. Humour Persuasive language: Well chosen adjectives, puns, alliteration, assonance, exaggeration, repetition, rhetorical questions, commands, slogans and catchy phrase Visual Effects: Eye-catching headlines, pictures, photographs, cartoons, posters, and cleverly designed graphics, including fonts and colours Visual Literacy Logos: The distinct design/picture associated with that product.  Visual Literacy Slogans: The catchy phrase/words associated with that product: Visual Literacy If you need to come up with your own advertisement in Shorter Transactional Writing, you need to know the AIDA principle: A – ATTENTION : grab the attention of the buyer. I – INTEREST : sustain the consumer’s interest. D – DESIRE : create a desire to possess the advertised product. A – ACTION : spur the buyer into action. Visual Literacy There are three aspects we have to take into consideration when reading and designing an advertisement, namely: 1. TARGET AUDIENCE: a specific group of people in society. For example, a target audience may be parents with babies, young people who want to be fashionable, independent career women etc. 2. VISUAL APPEAL: Advertisements are usually very visual. (Most people “buy with their eyes.”) They are designed to prickle to your senses and capture your interest and imagination. Advertisers do this by including interesting designs/pictures/photos, interesting fonts varying in size and colour. White space/ filled space. Graphics, balance etc. 3. LANGUAGE: Advertisements use persuasive language to appeal to their target audience. A successful advertisement Does not have a lot of words (people are too lazy to read). Visual Literacy Cartoons A cartoon is a humorous, drawn picture of a situation Cartoons are used to express ideas to draw attention to serious situations, problems or well-known personalities. They often highlight current social or political issues. Cartoons are pictures that are designed to make us laugh. You need to think about why it is meant to be funny, even if you personally don’t find it funny.  Visual Literacy Direct words spoken by someone or something. Speech bubble: Background and setting: Where and when is the scene taking place (outside, living room, in a house) Objectives: What is the purpose or intention of the cartoon. Is it to educate, entertain or inform. Thought bubble: Visual Literacy Facial expressions: Big eyes- surprised or shocked Round, open mouth – shocked, shouting Smile – happy, excited Frown – unhappy, anger, disagreement Eyebrows downturned – disappointed  Visual Literacy Folded arms – disagreement, unaccepted Chin up – unaccepted, questioning Raised finger – warning, lecturing, explaining Hands clasped together – stressful, stressed  Visual Literacy Satire: Sharp wit used to highlight, expose or ridicule (mock) human, social or political weaknesses or stupidity. Sarcasm: An extreme form of intentional irony. One thing is said but something else is intended or understood with the purpose of hurting, insulting or humiliating. You must have worked very hard to be at the bottom of the class. Irony: Implies the opposite of what is said. Tone is very important which tempers or conveys this meaning. I can’t wait for my detention on Friday. Stereotyping: a fixed, generalised image of a specific group of people. Usually it contains some truth, stretched to include all members of a group unfairly. All blondes are dumb.  Visual Literacy Positive Tone / Attitude Words Amiable Consoling Friendly Playful Amused Content Pleasant Appreciative Dreamy Hopeful Proud Authoritative Ecstatic Impassioned Relaxed Benevolent Elated Jovial Reverent Brave Elevated Joyful Romantic Calm Encouraging Jubilant Soothing Cheerful Energetic Lighthearted Surprised Cheery Enthusiastic Loving Sweet Compassionate Excited Optimistic Sympathetic Complimentary Exuberant Passionate Vibrant Confident Fanciful Peaceful Whimsical  Visual Literacy Negative Tone / Attitude Words Accusing Aggravated Agitated Angry Apathetic Arrogant Artificial Audacious Belligerent Bitter Boring Brash Childish Coarse Cold Condemnatory Disappointed Disgruntled Disgusted Disinterested Harsh Haughty Hateful Condescending Contradictory Critical Insulting Hurtful Indignant Outraged Irritated Desperate Threatening Quarrelsome Wrathful Visual Literacy Humour / Irony / Sarcasm Tone / Attitude Words Amused Bantering Bitter Caustic Comical Condescending Contemptuous Critical Cynical Disdainful Giddy Flippant Mocking Mock-serious Irrelevant Humorous Insolent Ironic Quizzical Joking Malicious Patronizing Sarcastic Pompous Mock-heroic Scornful Whimsical Ribald Ridiculing Teasing Wry Sardonic Satiric Silly Taunting  Visual Literacy Neutral Tone / Attitude Words Admonitory Allusive Apathetic Authoritative Baffled Callous Candid Ceremonial Clinical Consoling Contemplative Conventional Detached Didactic Disbelieving Factual Dramatic Earnest Expectant Frivolous Fervent Formal Forthright Incredulous Haughty Histrionic Humble Loud Informative Inquisitive Instructive Nostalgic Intimate Judgemental Learned Urgent Lyrical Matter-of-fact Meditative Vexed objective Obsequious Patriotic Wistful Pleading Pretentious Persuasive Questioning Reflective Reminiscent Restrained Sincere Resigned Serious Zealous  Visual Literacy Sorrow / Fear / Worry Tone / Attitude Words Aggravated Despairing Hopeless Paranoid Apprehensive Disturbed Horror Pessimistic Agitated Embarrassed Melancholy Poignant Anxious Fearful Miserable Pitiful Apologetic Foreboding Morose Regretful Concerned Gloomy Mournful Remorseful Confused Grave Nervous Resigned Dejected Horrific Numb Depressed Hollow Ominous Serious