Visual Communication and the Multimedia (continues...)

http://atlantablackstar.com/2013/11/19/9-racist-ads-commercials-that-promote-negative-images-of-black-people/3/



Activity 2: Open this picture in the link provided.

1. in pair, evaluate the picture. Then, 

·         Describe what you see in the picture.

·         What do you think is the purpose of the artist?

·         How is the message conveyed by the text and/or images?

·         Do you think the message is informative or persuasive? Explain.

·         Who is the target audience of the message?

·         Are there other better ways in presenting this message?

STUDY

Directions: Read the paragraphs below to check or counter check your answers in the ENGAGE section.

                Students to become critical readers and thinkers use careful judgment about the positive and negative aspects of something (a piece) that is being evaluated. This process entails them to get intellectually involved. Decisively, student-critics express their approval or disapproval or judgments about books they read, movies watched, art exhibits/ posters viewed. They would usually give meaning based on their different fields of experiences. Note that meanings are not in words, but in people; and that the reading of messages (from the visual images) is dictated by culture. Visual communication takes many focus: gestures, facial expressions, objects, signs, and symbols. Visual sign systems are everywhere- in art, photography, architecture, public monuments, films, dance, exhibitions, fashion, hairstyle, interior design, lighting, computer games, advertising, logos and the like (www.donhamerly.info/wp-content/uploads/2011/08/vis-lit-8-11-lecture.final.pptx)

                Visual Literacy is the ability to read an image; to see, to understand, and ultimately to think, create and communicate visual information. (https://www.frontiersd.mb.ca/.../AdolescentLiteracyResources/Visual%20Literacy.pptx                                                                                                                                                                                      

                 Today’s generations millennial are basically visual and critical. Because of their extensive exposures to computer technology; in most cases some, if not all learners oftentimes spend their vacant time at the neighboring internet cafés doing their various rituals: computer gaming, e-mailing, “facebooking” and a lot more social media ventures. Unknowingly, they have this ability to interpret, recognize, create or manipulate images.

                A visually literate individual has the ability to interpret, use, appreciate, and create images and video using both conventional and 21^st century media in ways that advance critical thinking, decision making, communication and learning.

            The image in ENGAGE has the text RE-CIVILIZE YOURSELF and the prominent object that can be seen in the image are the Nivea products, and a wig. These objects are familiar to those who have or tried using or applying products for personal collection and use but may not be too relatable to those who have never tried using/collecting or seen the same. Thus, the text and the image may have different meanings to different people.

            Assessing or giving critical judgments about a certain piece of work, a poster or an advertisement for example, requires the viewers/critics to look into the visual component as well as the text or message that can be culled/ gleaned from that piece of work.

            Visual Component. Elements are the building blocks or basic units in the construction of a visual image. These are: line, shape, form, color, value, texture and space. Line is the most basic element of design. It is fundamental in the creation of an image. These can be horizontal, vertical, diagonal, straight, curved, dotted, broken, thick and thin. Some are obvious lines and others are implied. Shapes can be 2 dimensional (or flat) enclosed areas that create an outline. Examples are geometric circles, triangles, squares and oval, as well as some organic or all other shapes. They can be found anywhere in the world. Forms include 3 dimensional. These are the geometric cubes, sphere, and cone. This also includes organic forms as people, animals, tables, and chairs. Color is described by three characteristics: hue, value and saturation. Hue refers to the particular spectrum of light activated. Value is the tonal degree of light and dark. Saturation refers to the levels of purity with the spectrum of light activated. It shapes our perceptions, and shapes our emotions. Texture refers to the surface quality, the way it feels or the way it looks. This can be real or implied by different uses of media. It is the degree of roughness or smoothness in objects. Simply, this can be the feel, appearance, thickness or stickiness of a surface. Is it silky or furry or velvety? Space is either “positive” or “negative” in an image. Positive space is the main subject in the visual, and negative space is the rest of the space in the same visual. Negative space is what is outside of the positive space or main subject. This simply means that area around, within, or between images or parts of an image (relating to perspective).

            Principles. Design principles are used to organize the basic elements of visual texts into pleasing and interesting images.

            Balance and Harmony. This refers to the sense of distribution of perceived visual weights that offset one another. We feel more comfortable- and therefore visually satisfied- when the parts an image seem to have balance or be in harmony with each other. Imbalance gives a sense of disharmony which is usually not the intention of the creator. Balance and harmony can be achieved through symmetry or asymmetry, or by combining similar related elements such as color and shape. Sometimes artists deliberately disturb our sense of balance.

            Pattern. It is a combination of elements or shapes repeated in a predictable, recurring and regular arrangement. It is used symbolically to represent many things: people, belief, the specific meanings, and are passed down from generation to generation. The predictability of pattern is important is establishing a historical tradition and cultural practices.

            Proportion. It refers to the size of objects in relation to other objects in the image. Proportion can be used to draw attention to an object, be playful (make something look bigger or smaller than it is), all to make a point or cause awareness. It creates unity when all parts work together.

            Emphasis. This draws attention to a focal point. This is done by contrasting shapes or colors in the image to feature one aspect. With emphasis on a certain part, you are able to highlight what is most important in a photograph. Note that if everything is emphasized nothing will stand out.

            Contrast. It is a distinct difference between elements of a form or composition, either visually or in subject matter. Visual contrast can be achieve through the use of intense complementary colors. Images such as night and day create contrast in subject matter. When both types of contrast are used in the same composition they create the most contrast.

            Movement. In visual images, movement comes from the kinds of shapes, forms, lines and curves that are used. Diagonal lines tend  to create the illusion of movement or motion. Changes in direction, darkness or lightness, or connecting or overlapping shapes can imply movement or restlessness. A series of images shown as individual frames (like a comic strip) can provide a sense of movement through time.

            Rhythm. This is created when an element is repeated over and over again like many lines, or shapes or colors. It could also be specific content like many shoes, a faces, or cars. It creates a feeling of organized movement, and is like music in that it has “beat.”

            Unity. It refers to the relationship among the elements of an image that helps them function together. It helps to organize an image and gives it a sense of oneness. In other words, the words (texts) and images work together to create meaning. Unity can be achieved through the use of similar shapes and patterns, the use of space, or a common background.

            Perspective. It is otherwise known as point of view. Depending on the perspective, you may have a new and unique way of seeing a particular sight. It’s a very interesting and refreshing to see an image from a perspective that we don’t encounter ourselves. We are so used to seeing things from our own point of view that it stimulates our sense to see something new (inspired from Reiner, 2015).

            These technical qualities when in complementation would result to a beautiful image/ visual display.