The Image Of Visual Culture Essay

Over the past few decades, enhancements in the visual fields have greatly improved, giving weight on the importance of visual material in text. Something that is more visually stimulating can usually make a text more convincing or credible. The term “seeing is believing” proves this fact. As humans, we tend to believe something if we can actually see it, which is why Jay David Bolter has referred to this phenomenon of the changed role of text and graphics as the “visual culture” in his book Writing Space. “Mere words no longer seemed adequate; they had to share their space with images.” (Bolter, 69).

     This ad is laid out in such a way that your eye follows the script right down the page. If you first look at the ad you are immediately drawn to the picture of the bottle of Hennessy. The backdrop of the ad is all cool colors such as navy blue, Carolina blue and white, but the bottle of Hennessey on the other hand stands out due to the fact that it is a warm dark orange

The advertisement is uniquely made. For starters, the words used, are in a font that is readable. The text consists of the colors yellow and white. Larger font is used on

Lastly, logos is at work in this advertisement but it is being used with the audience instead of the company. They must think about the topic that is being presented in the ad and the reasoning behind why someone would make an advertisement about this

Through the depiction of the shirtless model in a soft black and white poster has created an advertisement that will cause the money to rain down on the Calvin Klein headquarters. The brand’s powerful pathos appeals, and its use of the window effect, has created a product, in which men and women alike, will buy in order to achieve the “life” the model

Newspaper ads that include colors, photos and artwork to attract readers attention are considered displays. Displays are very important because they attract the attention of the readers in areas where the simple text in the columns do not. It’s also important that the displays are different and exciting. They need to catch the readers eye, and give interesting information

The use of green and red colors within the Ad, These colors are known to be appealing to the eye. The advertisement way of using a flashback from an adolescent girl to a mature adult both portrayed excited to have an Oatmeal Crème Pie. This is an appeal such as affiliation. It affiliates the audience with their childhood. A big attention grabber in the layout is their slogan “The taste you never outgrow”.

Advertising has become one of the most powerful and effective tools that business uses to launch and brand products. Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Everyday we are surrounded by advertisements, influencing us to make different purchases without our mind even realizing how much they really affect us. Advertising is available in many different mediums and communicated across many different forums. Of all of the forms of advertising, visual advertising has proven to be one of the most successful. Graphic designers have the ability to put subtle references and innuendos into your mind by utilizing different fonts, colors, and visual points

Have you ever watched a food commercial with images of juicy burgers or rich dark chocolate and instantly desired to eat that particular food based on the picture? These are clever advertising and marketing tools used to lure consumers with enticing the imagination. These tools have been used for many years and prey on our use of visual literacy. Visual literacy is the capacity to explain what we see through images and make meaning of them. The textbook, Visual Literacy: Learning to See, and Brian Kennedy’s video, Visual Literacy and Why We Need It, explains the definition of visual literacy differently. The textbook and B. Kennedy’s video both offer an intellectual clarity on visual literacy, but the textbook gives a more accurate definition based on today’s world, seeing as there is a continuous use of images in advertisements and marketing, which rely on much more than just our sight.

Amongst all of these advertisements, a natural link is developed between the visual representation and the product/idea being sold. In the first ad, a masculine link of control and success was created between the picture and job, targeted for both elder men and women. For man, their natural state of superiority would increase if he took this job. For the woman, her natural lower class state would move up to that of manís. The perfume ad, on the other hand, is attracting female customers only. The feminine feelings of happiness, peace, beauty and truth are linked through objects from nature, such as the sky and clouds; and these feelings are stereotypically viewed as feminine. The third ad selling a vacation trip is directed mainly toward college students. The presentation of freedom, adventure and relaxation grab studentsí attention, especially for those who really need to get away from school stress. The ad targets all sorts of students, those ìmasculineî ones who are seeking adventure and those

The famous actress and model Sofia Vergara is the model for this advertisement. With her gorgeous look and stunning hair she can attract any person going through a magazine. Her golden hair with golden eyes and eyebrows are what covers most of the advertisement and this shows the aim of the advertisement. Her white shirt, like the color of the shampoo bottle shows connection between her and the product. Her natural beauty with the classic smile captivates

Art is not just a picture on a wall or in a museum, art comes in many forms. It can be a song you just heard, a video you watched, or a painting you saw in a gallery. Also, art can be just text. All forms of art grasp you in different ways and make your thoughts evolve to new distances. Art can bring you feelings you did not think you had. You can perceive the art in many ways and the creator wants it to influence you. I believe that yes, at can truly influence society and inform human behavior. While it may seem to some that pictures, songs, and videos influence you the most, it is actually true that books are the most influential and informative because they get in touch with your mind and emotions.

The ‘Dove Evolution’ advertisement is a perfect example of postmodernism advertising and complements the above discussion of hyper reality. The advertisement presents the full process in creating a billboard worthy advertisement. Firstly, the segment provides a behind-the-scenes look at how the model is, essentially ‘created’, and shows the audience how the ‘original’ image becomes the final product, unlike modernist advertisements which just presents an already final and ‘beautiful’ product. Emphasis on the use of photo-shop illustrates how technology has become a tool in modern day advertising and highlights Baudrillard’s (1994) view that the people of today live in an ‘unreal’ and fake world. Filming and disseminating this process “allows us to live without the illusions that modernity dangled before us” (Hart pg 9) The background classical music that has been slightly distorted illustrates Hart’s (2004) belief that “Postmodernism takes what it likes from high culture (classical music) and puts it to work in popular culture (advertising)” (Pg 8, Hart, 2004), further illustrating the idea that postmodernism involves removing “things out of their contexts, fragmenting them…and, well, playing with them” (pg 8, Hart, 2004). The final cut shows the billboard up, without showing the process of how that image came to be, reiterating Mills (1956) argument that the public would be unable to tell that it is a hyper-real image. This advertisement exemplifies Harvey’s (1990)

2.what colours have been used in the advertisement? 3.What body language/gestures/facial expressions are being used between characters of advertisement? 4.Who is the intended audience? How do we know this?

Visual culture is the use of images, media, and other visual modes to represent the events and ideas of the world (Mirzoeff, 1999). The visual modes can range from an oil painting, to media on the internet, advertisements or TV. Visual culture has an influence on the consumer who is exposed to it. In this essay, I am looking specifically at how visual culture is used in advertisements, and how large brands, such as Coca Cola and McDonalds, use visual culture throughout their advertisements. Visual culture is often used to benefit a business. Such as increasing brand recognition through the marketing of the brand via colour or imagery. It can also be through catchy slogans or jingles that are created to leave an impression and therefore influence the consumer to the extent that they are remembered for a significant period of time. Therefore, it can be seen that Coca Cola and McDonalds both use different forms of visual culture in order to improve company image and increase brand recognition.