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  1. 1. http:// =zK9EUGgoVjU
  2. 2. VIBES
  3. 3. What Music do you like? and why?
  4. 4. Visual Literacy is…… Visual literacy is the ability to interpret, negotiate, and make meaning from information presented in the form of an image. Visual literacy is based on the idea that pictures can be “read” and that meaning can be communicated through a process of reading.
  5. 5. Brainstorm What do we read In a Picture???
  6. 6. <ul><li>For the ancient Romans, a red flag was a signal for battle. </li></ul><ul><li>Because of its visibility, stop signs, stoplights, brake lights, and fire equipment are all painted red . </li></ul>RED <ul><li>In Russia, red means beautiful. The Bolsheviks used a red flag as their symbol when they overthrew the tsar in 1917. That is how red became the colour of communism. </li></ul><ul><li>In India, red is the symbol for a soldier. </li></ul><ul><li>In South Africa, red is the colour of mourning. </li></ul>
  7. 7. GREEN <ul><li>Only one national flag is a solid colour: the green flag of Libya. </li></ul><ul><li>In ancient Greece, green symbolized victory. </li></ul><ul><li>In the highlands of Scotland, people wore green as a mark of honour. </li></ul><ul><li>Green means “go.” When “all systems are green , ” it means everything is in order. </li></ul><ul><li>The “ green -eyed monster” is jealousy. </li></ul><ul><li>“ Green with envy” means full of envy or jealousy </li></ul>
  8. 8. <ul><li>In ancient Rome, public servants wore blue . Today, police and other public servants wear blue . </li></ul><ul><li>In Iran, blue is the colour of mourning. </li></ul><ul><li>Blue was used as protection against witches, who supposedly dislike the colour. </li></ul><ul><li>If you are “true blue , ” you are loyal and faithful. </li></ul><ul><li>“ Feeling blue ” is feeling sad. “ Blue devils” are feelings of depression. </li></ul>BLUE
  9. 9. <ul><li>The Egyptian queen Cleopatra loved purple . To obtain one ounce of Syrian purple dye, she had her servants soak 20,000 Purpura snails for 10 days. </li></ul><ul><li>In Thailand, purple is worn by a widow mourning her husband's death. </li></ul><ul><li>A “ purple heart” is a U.S. military decoration for soldiers wounded or killed in battle. </li></ul><ul><li>Purple is a royal colour. </li></ul><ul><li>Purple robes are an emblem of authority and rank. </li></ul><ul><li>Purple in a child's room is said to help develop the imagination according to colour theory. </li></ul>PURPLE
  10. 10. <ul><li>In Egypt and Burma, yellow signifies mourning. </li></ul><ul><li>In Spain, executioners once wore yellow . </li></ul><ul><li>In India, yellow is the symbol for a merchant or farmer. </li></ul><ul><li>In tenth-century France, the doors of traitors and criminals were painted yellow . </li></ul><ul><li>Hindus in India wear yellow to celebrate the festival of spring. </li></ul><ul><li>Yellow has good visibility and is often used as a colour of warning. It is also a symbol for quarantine, an area marked off because of danger. </li></ul><ul><li>Yellow ribbon signifies support for the Cancer Council </li></ul>YELLOW
  11. 11. WHITE <ul><li>A white flag is the universal symbol for truce. </li></ul><ul><li>White means mourning in China and Japan. </li></ul><ul><li>The ancient Greeks wore white to bed to ensure pleasant dreams. </li></ul><ul><li>The Egyptian pharaohs wore white crowns. </li></ul><ul><li>The ancient Persians believed all gods wore white . </li></ul><ul><li>White heat is a state of intense enthusiasm, anger, devotion, or passion. </li></ul><ul><li>A “ white knight” is a rescuer. </li></ul><ul><li>To westerners white is a symbol of virginity. </li></ul>
  12. 12. Black <ul><li>The ancient Egyptians and Romans used black for mourning, as do most westerners today. </li></ul><ul><li>The “ Black shirts ” were the security troops in Hitler's German army, also known as the S.S. </li></ul><ul><li>Black often stands for secrecy. </li></ul><ul><li>Black humour is morbid or unhealthy and gloomy humour </li></ul><ul><li>Black is associated with sophistication and elegance. A “ black tie” event is formal. </li></ul><ul><li>A black belt in karate identifies an expert. </li></ul><ul><li>A black flag in a car race is the signal for a driver to go to the pits. </li></ul><ul><li>A black sheep is an outcast. </li></ul>
  13. 13. THE LANGUAGE OF SIGNS AND SYMBOLS A sign is something that stands for something else . A symbol is a sign which has further layers of meaning. Personal : We all have associations with things in our experience. One person may have strong affection for dogs while another person may fear them intensely. Cultural : Different symbols may have quite different meanings in different cultures. In Chinese culture, dogs represent devotion and faithfulness; in Islamic culture, they represent impurity. Universal : Jungian psychology, along with other theories, argues that some symbols have universal meaning. Lions suggest deity in a variety of cultures, for instance. Trying to discern and express the universal meaning of a symbol is tricky. People read and interpret signs and symbols everyday and from them extract meaning and purpose.
  14. 15. Understanding the metalanguage of Visaul Literacy
  15. 16. The salient Feature <ul><li>Projecting or jutting beyond a line or surface; protruding . </li></ul><ul><li>2. Strikingly conspicuous; prominent . </li></ul><ul><li>3. Springing; jumping: </li></ul>The Salient Feature is the thing that you first notice when viewing a Visual Text.
  16. 17. Vectors Vectors are lines that can be drawn around a picture to represent what draws our eye.
  17. 18. The Reading Path A reading path is the movement of a viewers gaze around a visual text. The reading path determines whether we read the text top to bottom, or left to right etc.
  18. 19. Target Audience The Target Audience are the intended or “marketed” audience. Also known as a demographic , every text made should have a target audience in mind. Every effective text will display elements that will appeal to there target demographic.
  19. 20. Demand Demand is a technical term for visual texts, when a figure gazes directly out of the page at the reader, demanding a response .
  20. 21. Offer An Offer is a Technical term for visual text, used when a picture offers the reader something to do with a story.
  21. 22. TASK Look at the Poster and answer the Questions. <ul><li>What is the Salient Feature and Why ? </li></ul><ul><li>Are there any vectors ? If so what are they ?? </li></ul><ul><li>Who might be the bands intended audience ? </li></ul><ul><li>Describe the reading Path . What important information does it lead us to? </li></ul>