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Visual Literacy
Marketing 320 – Week 6

 Philadelphia University
      Spring II 2010
 Craig A. DeLarge, MBA



        © ...
Week 6 Agenda
• Take Roll

• Review Key Concepts

• Week 6 Concepts to Cover
  • The Visual Arts
  • Visual Literacy: The ...
Take Roll




 © 2010 Craig DeLarge   3
Key Concept Review
•   1) Visual Literacy
•   2) Marketing Effects
•   3) VizLit Elements
•   4) VizLit Expressions
•   5)...
Basic Communications Model
                                                                            Misunderstanding
  ...
Chapter 8: The Visual Arts
    Visual Literacy & Thinking takes place in multiple visual
    art (VA) areas: sculpture, ar...
Chapter 8: The Visual Arts
    VA take us beyond the limitations of verbal & audible
    forms

    VAs are used for socia...
How have you taken advantage of
  these links in your past/present?

How will you take advantage of these
 links in your f...
Chapter 8: The Visual Arts
    Body language & facial expressions
    Sculpture
    Architecture
    Painting
    Illustra...
Facial & Body Language

• Most basic and
  impactful visual art
  of all
• In communication,
  YOU are the main
  prop


h...
Sculpture
  • Solid material in actual 3
    dimensions
  • sculptere = to carve
  • The sculptor releases
    hidden form...
Architecture
• “Enclosed space”
• 3 dimensional
• Meets shelter need for
  purposes of religion,
  administration, leisure...
Painting
• Picture making at its
  basis
• Storytelling &
  education, decoration
  a key purpose
• Re-presenters of the
 ...
Illustration
• Visualizers of the print
  industry
• More related to
  commercial arts of
  engineering, design &
  publis...
Graphic Design
• Labeled “commercial
  artist”
• Assembles typefaces,
  images & other
  elements into print
  composition...
Crafts
• Hand-made artifacts
• Caters to custom
  tastes as “1 of a kind”
  pieces
• Decoration, a key
  purpose
• “Fine A...
Industrial Design
• Related to “The
      Industrial Age”
• Adapts products to the
      “mass production”
• Founded in th...
Photography
• “Instant” picture-
  /record-making
• Key areas are:
  journalism, portrait,
  documentary
• Highly accessib...
Film
• Rapid sequential
  photos which record
  motion
                                                        http://en.w...
Television
• “Film” for the masses
• Most dynamic &
  socially impactful
  visual art
• Scale (of reach) is its
  most dis...
VizLit: The Business Link
 Business is about solving problems, and so is
 VizLit

 Markets work on intra/inter-cultural co...
MindMapping




http://www.slideshare.net/sajwest/basics-of-mind-mapping-for-business-and-beyond


                       ...
Group Exercise for Points
 Gather in respective teams

  Create a MindMap of this Visual Literacy
course as you have colle...
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Visual Literacy Week 6 (of 6) Slides

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Transcript of "Visual Literacy Week 6 (of 6) Slides"

  1. 1. Visual Literacy Marketing 320 – Week 6 Philadelphia University Spring II 2010 Craig A. DeLarge, MBA © 2010 Craig DeLarge 1
  2. 2. Week 6 Agenda • Take Roll • Review Key Concepts • Week 6 Concepts to Cover • The Visual Arts • Visual Literacy: The Business Link • Mind Mapping • Workshop? © 2010 Craig DeLarge 2
  3. 3. Take Roll © 2010 Craig DeLarge 3
  4. 4. Key Concept Review • 1) Visual Literacy • 2) Marketing Effects • 3) VizLit Elements • 4) VizLit Expressions • 5) VizTechs: Contrast/Harmony • 6) Compositional Decisions • 7) Styles (5) © 2010 Craig DeLarge 4
  5. 5. Basic Communications Model Misunderstanding aided by noise. Verbal/Visual Intended Perceived Meaning Meaning created Intended & Perceived Meaning created here (hopefully) reconciled here. here http://records.viu.ca/~soules/media301/message.gif © 2010 Craig DeLarge 5
  6. 6. Chapter 8: The Visual Arts Visual Literacy & Thinking takes place in multiple visual art (VA) areas: sculpture, architecture, photography, etc. Each VA area meets multiple needs (solves problems): - living life: shelter, food, relationships, beauty - self-expression: decoration, - preservation: memorials, recording, - education: demonstration, replication, Every VA informs the observer about self, world, times, etc. Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 6
  7. 7. Chapter 8: The Visual Arts VA take us beyond the limitations of verbal & audible forms VAs are used for social, political, cultural purposes going beyond commercial (and they drive the commercial) Its expression must always seek a a connection with the audience. NEVER FORGET TO CATER TO YOUR AUDIENCE! AVOID visual AMBIGUITY by all means & at all costs! Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 7
  8. 8. How have you taken advantage of these links in your past/present? How will you take advantage of these links in your future, based on what you have learned this semester? © 2010 Craig DeLarge 8
  9. 9. Chapter 8: The Visual Arts Body language & facial expressions Sculpture Architecture Painting Illustration Graphic Design Industrial Design Photography Film Television Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 9
  10. 10. Facial & Body Language • Most basic and impactful visual art of all • In communication, YOU are the main prop http://www.ratcreature.net/sketches/slothsdraw/exercise-w2-1.jpg http://inconvenientbody.files.wordpress.com/2009/08/expressions.jpg Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 10
  11. 11. Sculpture • Solid material in actual 3 dimensions • sculptere = to carve • The sculptor releases hidden form into reality • Stone, clay, wax are key materials • Forms range from realistic to abstract http://thekissklimt.files.wordpress.com/2009/04/the-kiss-sculpture-constantin-brancusi.jpg Dondis, A Primer of Visual Literacy http://travelcritic.info/wp-content/uploads/2009/02/statue-of-liberty-new-york-usa-travel-critic.jpg 11 © 2010 Craig DeLarge
  12. 12. Architecture • “Enclosed space” • 3 dimensional • Meets shelter need for purposes of religion, administration, leisure, welfare & education • Expresses taste, aspiration, purpose & tradition, culture • Line is key element used for plan & elevation http://m2.sourcingmap.com/smap/images/item/n/08b/ux_a08042600ux0013_ux_n.jpg Dondis, A Primer of Visual Literacy http://z.about.com/d/pittsburgh/1/0/Z/8/fallingwater.jpg © 2010 Craig DeLarge 12
  13. 13. Painting • Picture making at its basis • Storytelling & education, decoration a key purpose • Re-presenters of the natural & imagined world • Dominated by most all the elements http://www.keithgarrow.com/abstract-painting-golden.JPG Dondis, A Primer of Visual Literacy http://www.rankopedia.com/CandidatePix/3912.gif © 2010 Craig DeLarge 13
  14. 14. Illustration • Visualizers of the print industry • More related to commercial arts of engineering, design & publishing • Largely referential purpose assisting verbal information http://www.3dillustration.co.uk/images/Engineering-Illustration.jpg Dondis, A Primer of Visual Literacy http://www.coverbrowser.com/image/saturday-evening-post/173-1.jpg © 2010 Craig DeLarge 14
  15. 15. Graphic Design • Labeled “commercial artist” • Assembles typefaces, images & other elements into print compositions • Design areas include: typefaces, publications, posters, packaging, letterheads http://www.visuallure.com/art/graphic-design-vehicle.jpg http://upload.wikimedia.org/wikipedia/commons/1/17/Lautrec_moulin_rouge,_la_goulue_(poster)_1891.jpg Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 15
  16. 16. Crafts • Hand-made artifacts • Caters to custom tastes as “1 of a kind” pieces • Decoration, a key purpose • “Fine Arts for the common people” http://www.abbotsfordtoday.ca/wp-content/uploads/2009/11/jim-homer-pottery-edited.jpg Dondis, A Primer of Visual Literacy http://www.ocaregistry.com/images/works/large/711753212211830.jpg © 2010 Craig DeLarge 16
  17. 17. Industrial Design • Related to “The Industrial Age” • Adapts products to the “mass production” • Founded in the Bauhaus & “functionalism” • Balances the technical and the beautiful • Associated with obsolescence & fads • Focused on “profit motive” http://cmykern.com/wp-content/uploads/2008/09/kives0051.gif Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 17 http://www.trucdesign.com/blog/images/industrial_design/motorcycledesign/haleva.jpg
  18. 18. Photography • “Instant” picture- /record-making • Key areas are: journalism, portrait, documentary • Highly accessible to the masses • Believability its most distinctive quality http:// admonkey.files.wordpress.com/2008/11/ad_123.jpg Dondis, A Primer of Visual Literacy 18 http://fc02.deviantart.net/fs9/i/2006/026/8/9/Absolut_vodka_publicity_by_Hellvicks.jpg © 2010 Craig DeLarge
  19. 19. Film • Rapid sequential photos which record motion http://en.wikipedia.org/wiki/Phenakistoscope • Takes advantage of the “persistence of vision” • Movement its chief visual element http://www.youtube.com/watch?v=9Qfey6iz5Os Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 19
  20. 20. Television • “Film” for the masses • Most dynamic & socially impactful visual art • Scale (of reach) is its most distinctive quality • Compositional decisions impacted by environmental noise considerations http://talkinstuff.files.wordpress.com/2009/05/television.jpg Dondis, A Primer of Visual Literacy http://www.radiolaguy.com/images/GEsign.jpg © 2010 Craig DeLarge 20
  21. 21. VizLit: The Business Link Business is about solving problems, and so is VizLit Markets work on intra/inter-cultural communication & understanding, and VizLit enables this Organizations succeed based on group cooperation, and VizLit enhances this Your communications skills are critical to your career/life success, and VizLit is communication itself © 2010 Craig DeLarge 21
  22. 22. MindMapping http://www.slideshare.net/sajwest/basics-of-mind-mapping-for-business-and-beyond © 2010 Craig DeLarge 22
  23. 23. Group Exercise for Points Gather in respective teams Create a MindMap of this Visual Literacy course as you have collectively experienced it thus far Go for thoroughness & creativity © 2010 Craig DeLarge 23
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