Visual Communication
-affected by audience, message, media, context
-process of sending and receiving messages using type and images
-based on a level of shared understanding of signs, symbols, gestures and objects
-made up of presentational symbols whose meaning results from their existence in particular contexts
-requires an awareness of the relationship between visual syntax and visual semantics
Visual Literacy
-ability to construct meaning from visual images and type
-interpreting images of the present, past and a range of cultures
-producing images that effectively communicate a message to an audience
-ability to interpret, negotiate and make meaning from information presented in the form of an image
-all that is necessary for any language to exist is an agreement amongst a group of people that one thing will stand for another e.g. horizontal and vertical line could mean plus, positive etc
-colours influence interpretation - plus sign coloured red = Red Cross, green = medicine. Size influences e.g. vertical line longer = Christianity. Cross on flags manipulated to interpret image differently - England, Switzerland.
Visual Syntax
-The syntax of an image refers to the pictorial structure + visual organisation of elements. It represents the basic building blocks of an image that affect the way we ‘read’ it.
Visual Semantics
-The semantics of an image refers to the way an image fits into a cultural process of communication. It includes the relationship between form and meaning and the way meaning is created.
Semiotics
-Study of signs + sign processes (semiosis), induction, symbolism, metaphor. Closely related to linguistics (structure/ study of language) as well as non-lingustic sign systems.
Visual Synecdoche
-When a part is used to represent the whole, or vice versa. e.g. statue of liberty = New York.
Visual Metonym
-Symbolic image that is used to make reference to something with a more literal meaning.
Visual Metaphor
-Used to transfer the meaning from one image to another.
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