This document provides guidelines for evaluating 8 images as part of a unit. Each image evaluation must discuss: 1. The visual codes used in the image such as composition, narrative, contrast, etc. 2. The technical codes used such as production techniques, image manipulation, and technology. 3. The original purpose of the image such as its media format, style, and intended audience. 4. A critical reflection of how well the image achieves its intended purpose. 5. A critical reflection of the quality of execution regarding techniques, process, production, and development needs.

1. Evaluation
Unit 07. & 34.

2. Each of the 8 images must be accompanied with an evaluation
discussing;
Task 14 - DELETE
1. Use of visual codes
• Composition
• Balance relate, depth of focus,
subtlety of dominant point
• Cohesion
• Contrast
• Narrative
• Collections
• Connections
• Referencing
• Sequences
• Denotation
• Connotation
• Representation
• Ideology
• Iconography
2. Use of technical codes
• Technology
• Production
techniques
• Image manipulation
• Image construction
3. The image’s original
purpose
• Conventions of media
format
• Style and genre
• Relationship to other
media
• Context
• Specialisation
• Client expectations
• Audience
• Cultural differences

3. Each of the 8 images must be accompanied with an evaluation
discussing;
Task 14 - DELETE
4. Critical reflection of the image’s ability
to realise purpose
• Original intentions
• Brief
• Enabling creative media production
• Documenting creative media
production
• Opportunities for development
• Contextual references
• Visual communication.
5. Critical reflection of the image’s quality of
execution
• Techniques
• Process
• Pre-production and planning
• Production
• Post-production
• Development needs
• Quality
• Industry protocols.

4. Image 1
Image’s
Original
Purpose
Poster
Visual
Codes Used
• Narrative; The poster shows that the
sweet bag on my poster has a very
important role in the film.
• Contrast; The bag is very bright and
colourful against the plain white
background.
Technical
Codes Used
• Production techniques; I used a set of
studio lights to brighten up the so I could
brighten up the photo.
• I used a Canon DSLR camera to take the
photo, and put it in the manual setting.
Image
Here

5. Image 1 Critical
reflection
of the
image’s
ability to
realise
purpose
• The image is a poster and the bag is
meant to represent the bag that our
main character will be stealing the
sweets from in the film. I think it leaves
an open mind into what the film could
be about.
Critical
reflection
of the
image’s
quality of
execution
• I used photoshop to brighten out some
of the colours and remove some text that
was on it. I think I managed to make it
look as less obvious as possible.
Image
Here

6. Image 2
Image’s
Original
Purpose
Context; Show the full body & potential
wardrobe of the main character.
Visual
Codes Used
• Contrast; My body is highlighted and
stands out against the plain white
background.
• Subtlety of dominant point; My chest is
the strongest point in the image.
Technical
Codes Used
• Technology; I used the studio lights to
light up my body and a DSLR camera to
take the photo.
Image
Here

7. Image 2 Critical
reflection
of the
image’s
ability to
realise
purpose
• I think the image does a good job of
showing what the character will be
wearing in the film.
Critical
reflection
of the
image’s
quality of
execution
• The image is in sharp quality and all the
colours of my clothes are saturated very
nicely.
• I’m not sure if I needed to add the
vignette to the edges of the photo, it
seems to add a sort of darkness to it.
Image
Here

8. Image 3
Image’s
Original
Purpose
Show the full body & potential wardrobe of
the main character from behind.
Visual
Codes Used
• Contrast; My body, while still saturated is
somewhat darker on my back-side than
the front.
Technical
Codes Used
• Production techniques; I turned down
the studio lights ever so slightly to see if
it wouldn’t come out as bright.
Image
Here

9. Image 3 Critical
reflection
of the
image’s
ability to
realise
purpose
• Like the previous image I think this one
does a decent job at showing what my
outfit will look like when it comes to
shooting the film.
• Original intentions; it was originally
intended to show what my outfit might
look like from behind
Critical
reflection
of the
image’s
quality of
execution
• Post-production; The image has come
out almost looking like it has a filter on it,
my blue jeans look as if they have a hint
of green to them.
Image
Here

10. Image 4
Image’s
Original
Purpose
Context; Actor headshot
Visual
Codes Used
• Contrast; the image really brings out the
redness on my fellow actors face and the
yellow in his hair.
Technical
Codes Used
• Technology; I set up the DSLR in front of
my actor and brightened up the lights to
make the image appear bolder.
Image
Here

11. Image 4 Critical
reflection
of the
image’s
ability to
realise
purpose
• Brief; I needed a headshot for my actor
and I think I have successfully take a
good one that meets the little standards
I required.
Critical
reflection
of the
image’s
quality of
execution
• Post-production; I think the image looks
very bold and brings out all the colours
that are present in a very bright way.
However I don’t think the vignette
around the edges of the image is
necessary, it doesn’t seem to match the
bright colour scheme the image has.
Image
Here

12. Image 5
Image’s
Original
Purpose
Context; Actor full body shot.
Visual
Codes Used
• Contrast; the photo looks really sharp
and brightly contrasted.
Technical
Codes Used
• Technology; I to capture the full body I
simply turned the camera on its side, I
also used the DSLR and studio lights.
Image
Here

13. Image 5 Critical
reflection
of the
image’s
ability to
realise
purpose
• Original intentions; I wanted to show
the potential outfit for my actors
character. However I don’t think it’s
entirely spot on.
Critical
reflection
of the
image’s
quality of
execution
• Quality; The image comes out both bold
and sharp at the same time, I like the
way it came out.
Image
Here

14. Image 6
Image’s
Original
Purpose
Context; Poster
Visual
Codes Used
• Narrative; This shows my character in the
reflection of the computer screen
wanting to get a sweet from the boy on
the left.
• Contrast; there is a highlight of
brightness on the computer screen to
show my face.
Technical
Codes Used
• Image construction; To create the we
tilted the computer screen sideways to
face half my direction/half facing my
actors direction.
• Technology; we used 2 torches to shine
on my face to make my face more
apparent on the photo.
Image
Here

15. Image 6 Critical
reflection
of the
image’s
ability to
realise
purpose
• Original intentions; I wanted to show
what the story of the film was about
through the poster, and I think I have
successfully done that.
Critical
reflection
of the
image’s
quality of
execution
• Techniques; I think the lighting technique
I used to brighten up my face had a really
good final product.
• Quality; The image seems to have a mix
of brightness(within and around the
centre) but not around the edges where
it seems to have a dark vignette.
Image
Here

16. Image 7
Image’s
Original
Purpose
Context; Screenshot of scene taking place
in the film.
Visual
Codes Used
• Narrative; The main character sees the
boys with the sweets and is tempted to
take one.
• Subtlety of dominant point; although I
tend to be the one in focus.
Technical
Codes Used
• Image construction; I had the
cameraman tilt the camera so the shot
would look more creative.
Image
Here

17. Image 7 Critical
reflection
of the
image’s
ability to
realise
purpose
• Original intentions; The image is meant
to be a screenshot from one of the
scenes in the film. Although we aren’t in
our potential costumes I think this will
be pretty accurate to what the final
product looks like in the film.
Critical
reflection
of the
image’s
quality of
execution
• Quality; I used photoshop to remove
some of the spots on the back of my
neck. I think it looks realistic and I have
done a good job of making my skin look
clear.
Image
Here

18. Image 8
Image’s
Original
Purpose
Context; Main actor headshot
Visual
Codes Used
• Contrast; I turned the contrast up to
make my cheeks and the red on my face
look brighter and bolder.
Technical
Codes Used
• Technology; I gave someone the camera
and told them to turn it on its
side(portrait mode) and then told them
to take the photo. I also turned up the
lights to get the maximum brightness.
Image
Here

19. Image 8 Critical
reflection
of the
image’s
ability to
realise
purpose
• Brief; I got the actor headshot of
myself(the main character) that I
needed. I think this would serve well as
a professional actor headshot.
Critical
reflection
of the
image’s
quality of
execution
• Post-production; I turned up the contrast
in post as I did with the headshot of my
fellow actor. I like how bright it is, even
though I seem a bit pale and spots seem
to stand out a bit. And, again, the
vignette doesn’t seem to match the level
of brightness the rest of the photo has.
Image
Here