Visual analysis
Aim
Identify and describe the elements and structure of visual arguments as they exist in the world (i.e. social and cultural settings) and write an analysis outlining what you think the argument is proposing and what the desired response is.
Objective
Write a 1000 word visual analysis considering the message, audience, intent, and context of a piece of visual communication and its message.
Method
Review the visual communication examples provided on the learnonline site. Select one and, in a written analysis, examine the visual argument using the following set of 4 criteria:
1. Form: consider what the object is (e.g. its form or intended form) and what you see within the boundary of its form. Examine how visual elements are arranged or configured within that space and how meaning is generated as a result. Thinking about the following:
- The visual elements you see and how related to one another.
- What technique has been used to create the visual elements you see (e.g. photography, painting, drawing, etc.)?
- Are there similarities or differences across the elements?
- How is
colour used?
- Point of view or the vantage point of the reader.
- Are you looking up to or down on something?
- What is included in the picture frame and has anything been cropped or cut out?
- What is the focal point?
- Are you looking at elements from a distance or close up?
- How the visual space is used.
- Is the picture plane crowded or empty?
- Which items are large and which are small?
- Are they close together or far apart?
- Are elements layered on top of one another or are they separated by space
- Is there an order to the visual elements determined by their placement?
2. Function: think about what the object is trying to communicate. Consider:
- The verbal language (i.e. words/text).
- What are the words telling you?How does this relate to how they are depicted or what they look like?
- The pictorial language.
- What do the images tell you?
- What do they look like and what does the way they are depicted tell you?
- The combined message.
- Is communication enhanced?
- Would a complete message be possible if either the words or the pictorial elements were absent
3. Context: observe the kind of communication object/medium you are looking at. Determine:
- Where one would see it.
- How do readers typically engage with objects of this type (e.g. in a quiet place or on a busy street)?
- How much time is there to read the image?
- Is it read from a close or far distance?
- Who the audience might be.
- Must readers be familiar with certain concepts to understand this message?
- Is it drawing on visual elements/languages that are used in specific ways or to relate to specific audiences (e.g. young, old, genders, uni students, professionals)?
- Does it exclude readers?
4. Intention: think about what the desired response to this message is.
- Is the intention to change minds, to convince readers to take action, or to inform?
- Draw a conclusion on how the form, function, and context of use work toward this intent or whether they work against it.
Assessment
You will be assessed on the level and depth of your analysis and whether your ideas are supported by evidence drawn from your observation of the image and its individual elements, society, and related reading. You must use the Chicago Manual of Style to format your references.
Your assignment must consist of:
- A 1000 word written visual analysis submitted to
learnonline as a Word (.doc or .docx) file and using the provided Word template;
- At least 2 relevant academic references. You can draw from the reading resources provided for this course and/or choose to read more widely. Do not rely on websites or other popular media sources to support your position.
- Full and correct references, clearly cited in your text, whenever you draw on someone else’s ideas or you use direct quotes. Use the Chicago footnoting referencing system.
- A bibliography containing all sources cited in your essay, listed alphabetically. You must adhere to
Chicago referencing system.
DUE: Monday 23rd March 2020 by 11pm via learnonline.
Aim
Identify and describe the elements and structure of visual arguments as they exist in the world (i.e. social and cultural settings) and write an analysis outlining what you think the argument is proposing and what the desired response is.
Objective
Write a 1000 word visual analysis considering the message, audience, intent, and context of a piece of visual communication and its message.
Method
Review the visual communication examples provided on thelearnonline site. Select one and, in a written analysis, examine the visual argument using the following set of 4 criteria:
Identify and describe the elements and structure of visual arguments as they exist in the world (i.e. social and cultural settings) and write an analysis outlining what you think the argument is proposing and what the desired response is.
Objective
Write a 1000 word visual analysis considering the message, audience, intent, and context of a piece of visual communication and its message.
Method
Review the visual communication examples provided on the
1. Form: consider what the object is (e.g. its form or intended form) and what you see within the boundary of its form. Examine how visual elements are arranged or configured within that space and how meaning is generated as a result. Thinking about the following:
- The visual elements you see and how related to one another.
- What technique has been used to create the visual elements you see (e.g. photography, painting, drawing, etc.)?
- Are there similarities or differences across the elements?
- How is
colour used? - Point of view or the vantage point of the reader.
- Are you looking up to or down on something?
- What is included in the picture frame and has anything been cropped or cut out?
- What is the focal point?
- Are you looking at elements from a distance or close up?
- How the visual space is used.
- Is the picture plane crowded or empty?
- Which items are large and which are small?
- Are they close together or far apart?
- Are elements layered on top of one another or are they separated by space
- Is there an order to the visual elements determined by their placement?
2. Function: think about what the object is trying to communicate. Consider:
- The verbal language (i.e. words/text).
- What are the words telling you?How does this relate to how they are depicted or what they look like?
- The pictorial language.
- What do the images tell you?
- What do they look like and what does the way they are depicted tell you?
- The combined message.
- Is communication enhanced?
- Would a complete message be possible if either the words or the pictorial elements were absent
3. Context: observe the kind of communication object/medium you are looking at. Determine:
- Where one would see it.
- How do readers typically engage with objects of this type (e.g. in a quiet place or on a busy street)?
- How much time is there to read the image?
- Is it read from a close or far distance?
- Who the audience might be.
- Must readers be familiar with certain concepts to understand this message?
- Is it drawing on visual elements/languages that are used in specific ways or to relate to specific audiences (e.g. young, old, genders, uni students, professionals)?
- Does it exclude readers?
4. Intention: think about what the desired response to this message is.
- Is the intention to change minds, to convince readers to take action, or to inform?
- Draw a conclusion on how the form, function, and context of use work toward this intent or whether they work against it.
You will be assessed on the level and depth of your analysis and whether your ideas are supported by evidence drawn from your observation of the image and its individual elements, society, and related reading. You must use the Chicago Manual of Style to format your references.
Your assignment must consist of:
Your assignment must consist of:
- A 1000 word written visual analysis submitted to
learnonline as a Word (.doc or .docx) file and using the provided Word template; - At least 2 relevant academic references. You can draw from the reading resources provided for this course and/or choose to read more widely. Do not rely on websites or other popular media sources to support your position.
- Full and correct references, clearly cited in your text, whenever you draw on someone else’s ideas or you use direct quotes. Use the Chicago footnoting referencing system.
- A bibliography containing all sources cited in your essay, listed alphabetically. You must adhere to
Chicago referencing system.
DUE: Monday 23rd March 2020 by 11pm via learnonline.
Knowledge
If you do not understand something, don't just make a guess, do the research and find out so that you know, then demonstrate that knowledge. For example, do you understand all the different types of camera angles used in a video? If not, look for an online resource or book that helps you understand them. For example:- https://en.wikipedia.org/wiki/Camera_angle
- https://www.mvrop.org/cms/lib03/CA01922720/Centricity/Domain/60/Angles%20Definitions.pdf
- https://www.bhphotovideo.com/explora/video/tips-and-solutions/filmmaking-101-camera-shot-types
- https://www.acmi.net.au/education/online-learning/film-it/cinematography/framing-camera-angles-movement/#angles
Analysis
Do your analysis before you begin to write your assignment. Write down the criteria required to address the assignment then breakdown the image according to this criteria. Address the questions posed by the assignment, think about your own interpretation, connect these ideas to the theory you encounter and then, when you have an understanding of the advertisement, make a plan for what you want to say. This preparation forms the structure of your assignment from which you can proceed.
Research and Reference
Make sure you provide some sort of academic reference or support for your statements. If you are going to use words such as "subculture" or "counter culture" in your analysis, then provide a definition from Baldwin and Roberts ‘Culture: The Theory’ in Visual Communication: From Theory to Practice. If you want to discuss how the reader might interpret a particular element within the image you might quote or reference from Van Den Broek et al ‘Why Images? The Functions of Visual Language’ in Visual Language: Perspectives for Both Makers and Users. We provide resources and references for a reason—read them and understand and then demonstrate your knowledge. It is also helpful to read ahead and read broadly.
Illustration
When discussing visual argument ensure you include a visual reference or illustration of the image you are talking about. If this is an advertisement, include the best copy of the advertisement you can find, if it were a video, you might include stills from that particular film. Ensure the reader understands what you're talking about. Never assume the reader has seen the image you're discussing.
Direct Statements
Make statements which clarify your perspective of and be direct with them. Write with confidence. If you are not confident in your views, you need to do more research, think and discuss your ideas with peers, until you have a firm understanding of what you want to say.
Colloquialism
Avoid using common slang and some verbal utterances in writing, such as "really" as in "this is really good" and "simply" as in this simply is." These statements do not contribute to the strength of your writing which should be direct and to the point.
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