Visual Literacy And Its Impact On The Picture

Visual arguments can be very useful in terms of passing a message along to the public. Common examples of an advertisement would be seen on TV ads, possibly a poster, billboard, and commercials. An ad that caught my eye is a powerful image portraying verbal abuse. It shows a man screaming at a woman with a fist coming out of the man's mouth and punching the woman in the face. It basically relays the message of how verbal abuse is just as bad or hurtful as physical violence and abuse. This ad also attempts to target the emotion of the viewers. Her facial expression is key in this ad. There are no textual elements but the picture is strong enough to the point that texts is no longer needed. The ad does not put us in the situation but it shows us how verbal abuse can be extremely hurtful. Collingwood argues that other sentient beings are able to engage with art and get a sense of the ‘total imaginative experience’ that prompted it. Collingwood mentions that “There is a particular process of recognition that happens which, if the art has succeeded in communicating on more than a purely idiosyncratic level, leads to enhanced self-knowledge, and by extension an enhanced collective self-knowledge. Given the fundamental formulation of the artistic process, and especially given the unavoidable loss of intensity of feeling even for the artist, then clearly the engagement of the fellow sentient being is not one of the equivalence with that of the artist, but an imaginative engagement based on the stimulus to hand, be it poem, sound of tactile art.” (Swale.

In Ogilvy on Advertising, David Ogilvy targets consumers as his general audience, and his purpose is to teach his audience how to create appropriate and efficient advertisement through visual and literary techniques. Ogilvy used logos to list out the steps of creating an advertisement. For instance, Ogilvy wrote, “First, study the product you are going to advertise... Your next chore is to find out what kind of advertisement your competitors have been doing for similar products” (Ogilvy, 11-12). He evokes logic to explain to the audience that to create an effective advertisement that they must become familiar with their product as well as their competitor’s product and advertisement, which give them an advantage in creating a more effective ad.

III. Purpose and stance; Here’s where we “read” the ad and describe it – visual rhetoric

It is said that a picture is worth a thousand words, but maybe they are worth far more than that. Pictures, although seemingly simple in nature, are extremely complex. Far too often, people overlook what a picture truly is. When a person looks at an image, they most likely see only the image, nothing else. Many people do not look deep enough into an image to fully comprehend the true meaning of it. However, when an individual begins to truly study an image in an attempt to understand the true complexity of it, they will be surprised at what they overlooked before. As stated by French Realist Painter, Gustave Courbet, “Fine art is knowledge made visible.”

When someone looks at an advertisement there is more that meets the eye than just pictures

Through visual anthropology, images, ads, and cartoons are constantly changing individual’s views and the world in which they live in. Images are not merely pictures to state the obvious, they are pictures that have a deeper meaning. Whether the meaning is shown or not shown, they convey representation of something more meaningful in the end. Stuart Hall

Visual arguments can bring to readers great impact with pathos, ethos, and logos. In the advertising from the page 78, there are evidence of visual with pathos, ethos, and logos. The advertising said “DON’T LET TEXTING BLIND YOU.” that is enough to arouse to reader’s attention emotionally. It is important that most public service ads make readers aware of the purpose of advertising by making them stand out and sometimes exciting because Just a moment's carelessness on the part of the drivers caused horrible or dreadful accidents. Also, in the advertising the driver’s eyesight looks like a dangerous situation. I am sure that every drivers have experienced that they had been texting while a driving. Maybe, many readers have ethically reflected

In Robert Scholes essay, “On Reading a Video Text” Scholes asserts that modern visual media or “video texts” provide a powerful vehicle for “cultural literacy.” By making use of “visual fascination” in mass media and in particular, commercials, these “video texts” use this part to bring viewers out of boredom and pique their interest. Following this, “narrativity” comes into play not only giving viewers the story but providing them with the ignition for their on context using their own cultural knowledge and experience on the commercial. The final step in the process is the ideological confirmation that is “cultural reinforcement,” the securing of one’s place in a body or group. With “video texts” more widely seen than traditional forms of

This company is emphasising how their product is an authentic Asian dish and the yellow and red brand colours they incorporate in their logo is used to highlight their authentic background. Another range of competitors would include 2-minute noodle companies such as ‘Maggi’, ‘Indomie Mi Goreng’, ‘Nissin 's Demae Ramen’, and ‘Nong Shim 's Shin Ramyun’. Although Lee’s Chilled Meals produces a slightly different product, companies like Maggi are well established within the ready-to-eat noodle market and have an established consumer base. An online survey was created and distributed to 693 people (347 males and 346 females) between 18-25 across Sydney. Numerous key insights were identified as a result of this research, one of the most important was when creating an advertisement image of the product to not simply show a bowl of noodles on a table in front of any empty seat. Through the use of multiple place settings and another bowl of noodles and by showing two people consuming the product, this can evoke the idea in the mind of the consumer that the product is one to be shared and enjoyed with other people, hence creating a positive experience. The use of the ‘visual depiction effect’ to subtly manipulate the positioning of utensils and cutlery to match that of the viewers dominant hand provokes mental stimulation and generates mental association towards the use of the product. Elder and Krishna concluded from a study

Today’s society is faced with a plethora of media appealing to their emotional state by advertising the basic human need, to eat. The images that we see each and every day of our lives appear in media such as, magazines, billboards, television, during movies, and on the internet. These images are artfully recorded as film or photographs in such an advanced way that they tempt and tease our senses, inviting us to purchase and eat such a wonderful product (Cyberpat.com, 2013). Our senses are bombarded with messages constantly and are extremely sensitive to the messages they receive. The sense of sight and sense of smell are particularly sensitive and have a special connection with the processing of messages that affect the emotions Croy, Schirato and Webb, 2004). This is often referred to as The Hedonic Experiential Model. It is refers to the way consumers process information based on the concept that purchasing decision may be spur of the moment or irrational. This model reflects the emotions of the consumer, which more than likely, have been influenced by advertising or visual propaganda. (Clow) It is with little wonder that advertising or mass media propaganda, are expressed utilising the senses, and in particular, the sense of sight (Alden and Steenkamp et al., 1999).

Visuality, defined in a most straight forward way, is the quality or state of being visual or a mental image or picture relates to the process of glimpsing with the eyes. Even though the term encompasses a broad array of explanation and it conveys different things to different people, it relates with the prism with which people construe the world. It applies to both tangible and intangible and depending on one’s ability to exploit the visual senses. Visuality plays an integral role as a cultural tool in the society. In the contemporary context, it refers to the manner in which people see and how they are seen. However, on numerous occasions, mentioning of the word elucidates the idea of construing contents via media

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

In his essay The Rhetoric of The Image, Roland Barthes explores the relationship between image and meaning. He centres his discussion around the advertisement as advertising is a medium in which there is an intended message being sent to the viewer. Barthes puts forward that if an image contains signs, in advertising the signs are ‘full’, as these signs are formed with the viewer in mind so that the intended message is not missed.

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.

An advantageous and instinctive way to deal with conceptualizing the multifaceted visual quality appraisal issue is to make a similarity with the traditional correspondence issue. We will make broad utilization of Fig. 1, which delineates various vital ideas, starting with the lower some portion of the figure, which portrays the components and stream of a transmitter-channel-beneficiary correspondence framework. As the inscription clarifies, in this similarity, the ""transmitter"" is the universe of noticeable brilliant vitality and of article surfaces that communicate in a physically and measurably legal way, anticipating through lenses to pictures that are episode on a sensor. In view of the