The document outlines a workshop on visual communication, covering themes like semiotics, denotation, and connotation. Participants engage in tasks that involve deconstructing and reconstructing advertisements, along with mapping connections between online and offline communication. The workshop emphasizes creative, budget-friendly strategies for effective visual communication.

1. Workshop Overview
1. Introduction to Today’s theme
2. Participant go-around
3. Mini-lecture on Visual Communication
4. Task 1: Deconstruct/Reconstruct
--BREAK--
5. Task 2: Mapping Connection Online/Offline
6. Task 3: Visual Comm on a Budget

4. Provoke
Feeling
Create
Connection

5. A Quick Introduction
to Semiotics
The Study of Visual Signs

6. "Rose is a rose is a rose is a rose“
– or is it?

7. • Denotation – describe an image as simply as
possible. What Barthes called 'the first order of
signs'.
• Connotation – emotions, values and
associations that the sign gives rise to. What
Barthes called 'the second order of signs.'
Two Levels of Meaning

8. Denotation:
What is a rose?
Vs.
Connotation:
What does giving a
rose mean?
What it is vs. What it means

9. What makes up Meaning
•Text – the signs that make up the image
•Audience – the targeted receivers of the
image
•Context – where the text is positioned or
located more broadly
•Intertextuality – references in the text to
other texts
•Captions/anchorage – what attaches
meanings, limiting polysemic possibilities.

10. Sign up at Flower Shop
FIND IT: Text, Audience, Context, Intertextuality, Caption/Anchorage

11. Provoke
Feeling
Create
Connection

12. Interpellation
A process in which we
internalize ideologies as
a response to being
hailed or addressed

14. Provoke
Feeling
Create
Connection

15. Task 1: Decon/Recon
1. de-construct the advertisement—Using Barthes
method of semiotics (denotation vs. connotation) explain
how the ad functions. What does the ad ask you to think
and feel? What conventions does it draw on? What kinds
of assumptions does the ad make about target
consumers? How is the viewer interpellated?
2. re-construct the advertisement—Construct an
alternative reading of the product advertised that reveals
or brings out other possible components of the product
or service.

16. Task 2: Mapping Connection
Online/Offline

19. HSBC

20. SHELTER

21. CLIMATE CAMP

22. Visual Comm on a Budget
Keep The Principles
→Be Site-specific
→Provoke through bold images
→Use place to generate
feelings of be/longing
→Speak directly to your
audience – the ‘Hey you’
Effect
→Cut down your Copy
→Keep colour consistency
→Make your USP visual
Cut The Costs!
 Think creatively about sites:
free places to post? Deals
you can make? Exchanges?
 Link up with local
photographers and film
students
 Promote user-generated
content
 Make a mood book/brand
guide