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Third Sector Skills_Visual communication_Festival of Learning


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Workshop offered to participants to the Festival of Learning at Bournemouth University (June 3-14) offered by Anna Feigenbaum and Ana Adi. Developped by Anna Feigenbaum.

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Third Sector Skills_Visual communication_Festival of Learning

  1. 1. Workshop Overview1. Introduction to Today’s theme2. Participant go-around3. Mini-lecture on Visual Communication4. Task 1: Deconstruct/Reconstruct--BREAK--5. Task 2: Mapping Connection Online/Offline6. Task 3: Visual Comm on a Budget
  2. 2. ProvokeFeelingCreateConnection
  3. 3. A Quick Introductionto SemioticsThe Study of Visual Signs
  4. 4. "Rose is a rose is a rose is a rose“– or is it?
  5. 5. • Denotation – describe an image as simply aspossible. What Barthes called the first order ofsigns.• Connotation – emotions, values andassociations that the sign gives rise to. WhatBarthes called the second order of signs.Two Levels of Meaning
  6. 6. Denotation:What is a rose?Vs.Connotation:What does giving arose mean?What it is vs. What it means
  7. 7. What makes up Meaning•Text – the signs that make up the image•Audience – the targeted receivers of theimage•Context – where the text is positioned orlocated more broadly•Intertextuality – references in the text toother texts•Captions/anchorage – what attachesmeanings, limiting polysemic possibilities.
  8. 8. Sign up at Flower ShopFIND IT: Text, Audience, Context, Intertextuality, Caption/Anchorage
  9. 9. ProvokeFeelingCreateConnection
  10. 10. InterpellationA process in which weinternalize ideologies asa response to beinghailed or addressed
  11. 11. ProvokeFeelingCreateConnection
  12. 12. Task 1: Decon/Recon1. de-construct the advertisement—Using Barthesmethod of semiotics (denotation vs. connotation) explainhow the ad functions. What does the ad ask you to thinkand feel? What conventions does it draw on? What kindsof assumptions does the ad make about targetconsumers? How is the viewer interpellated?2. re-construct the advertisement—Construct analternative reading of the product advertised that revealsor brings out other possible components of the productor service.
  13. 13. Task 2: Mapping ConnectionOnline/Offline
  14. 14. HSBC
  15. 15. SHELTER
  16. 16. CLIMATE CAMP
  17. 17. Visual Comm on a BudgetKeep The Principles→Be Site-specific→Provoke through bold images→Use place to generatefeelings of be/longing→Speak directly to youraudience – the ‘Hey you’Effect→Cut down your Copy→Keep colour consistency→Make your USP visualCut The Costs! Think creatively about sites:free places to post? Dealsyou can make? Exchanges? Link up with localphotographers and filmstudents Promote user-generatedcontent Make a mood book/brandguide