ASSIGNMENT 2. MID-TERM EXAM (INDIVIDUALTAKE HOME) BASED ON READINGS AND CLASS DISCUSSIONS.

WEIGHT = 25% GUIDELINES FOR COMPLETING THE MID-TERM EXAM

Following you will find five questions with accompanying visuals. Each questions is worth five percentage points. Answers will be evaluated based on how accurately they answer the question, the depth of the discussion, synthesis of the readings and course materials, together with examples provided. You should answer the questions thoughtfully. The materials for answering the questions can be found in our textbooks, the readings posted to Blackboard and class lectures. The best answers will be detailed. I have no absolute length in mind, but a 500 word response (approximately) should be adequate to address each question effectively. This may require you to use two PowerPoint slides for each answer. You can draw circles, use arrows or other visuals to underscore your answer. Type your answers into this PowerPoint presentation and then print them out as slides (black and white is fine).

The assignment is due on Tuesday, October 22 in print (one slide per page).

Name: _____________________________________________________

Q1
In the first weeks of the course, we addressed the building blocks of design, including the ways in which lines are used in visual communication, and how they create energy, provide direction and so on.
Discuss the use of lines in this page from Diageos Annual Report and in the cover page of GEs 2011 Annual Report.

Answer to Question One

Lines are common shapes in design, they can have a sense of simplicity or complexity. Lines can be implied. Different lines have different effects and purpose for the viewer. For an example, in the alcohol advertisement, Johnnie Walker is adverting a new flavor; Double Black. A plane is in the upper right hand corner taking off which symbolizes the new flavor of Johnnie Walker taking off. The airplane leaves a diagonal line of light shining down on the product. Not only does the diagonal line of light emphasize the products, but our eyes are then directed up to the airplane and we connect the idea with a new flavor of alcohol taking off like an airplane. The other ad is from GE, a large successful company. In the ad there are many kinds of lines being utilized. Curved lines establish direction, and in the middle of the advertisement two lines are curving down and it directs your eyes to the slogan which is the most important part of the ad. All of these diagonal, vertical, curved and horizontal lines mix, intersect, and meet at some point forming a complex machine. The complexity in this machine is impressive like GE.

Q2
Gestalt theory encourages the designer to clearly delineate the background and subject in a design, especially if we want our message to be clear. In addition, the Rules of Thirds is an important aspect of visual rhetoric, especially in photography where we read all nine quadrants of any image. The dog pictured here was used to illustrate a magazine article entitled Dogs: Our Loyal and Attentive Companions. Briefly discuss why this photograph was an effective choice for this article, and then take a photograph that can be used in an upcoming article called Stop and Smell the Roses: How the Simple things in Life Bring Us Joy. Insert the photograph in this slide, and then comment on why you think your photograph will be effective for the article. There is no requirement to photograph an animal. The choice of subject and background is up to you. However, the editors of the article has specifically asked that you do not fill the frame entirely with the subject. In other words, the background and subject will work together to tell your story. A2.

Answer to Question Two

Answer to Question Two Continued

In the photo with the dog, the dog looks obedient because he is looking up at the viewer and according to Harrison that represents less power for the dog. The dog is laying down which is considered to be an obedient position. The background shows that the dog is in a park or a open field but is laying down and being obedient as opposed to running around and not listening to the owner or bing next to the owner for protection or company. In the photo I chose, three little cousins take a break from playing on the beach to simply sit shoulder to shoulder and look out at the view of the ocean while feeling the waves crash onto their tiny feet. It s the simple things in life, such as a great view or a great vacation with family that can make you stop and appreciate the moment and your life. It can make you Stop and smell the roses. What is in the background of a photo can be vital to achieving a 3D effect. In this photo the background is simple and does not take away from the subject. Its simplicity makes the subject stand out and heightens a 3D effect. In order for figures to be perceived it must stand out from its background. There is no activity in the background so the subject, the kids, are enhanced. The background has neutral colors and the kids have brighter colors on which provides sharpness and clarity. Due to the Rule of Thirds, the kids are placed in the center of the photo where the viewers attention is focused. Our eyes then travel around the background and put the scene together.

Answer to Question Two Continued

This real scene gives you a good sense of depth and influences the realism of the photograph. Since the background is so plain and simple it adds to the theme of Stop and smell the roses: It s the simple things in life that brings us joy. Simply looking at a view with people you love will bring us joy no matter what your age is.

Q3
Knowledge of Gestalt theory and laws can become very important when space is tight in a layout and an entire image cannot be displayed. This Guinness ad may have taken this principle to extremes, however, it is effective. Discuss the Gestalt laws or principles at work in this advertisement. Also, consider any rhetoric figures that are used here to create an effective advertisement, and whether the advertisement incorporates appeals to ethos, pathos or logos.

Answer to Question Three

This advertisement is best described as a Tricolon image. The words and symbols are parallel to each other. This helps persuade that Guinness is a year round beer, great in all seasons. Since the three images are parallel there is a symmetrical balance. Each of the three images are divided the same amount of distance between each other with the same amount of symbols and words in each picture. This brings me to the Law of Similarity. There is a white symbol representing the white foam of the beer in each picture. One word describes each little picture as well. There are only minor differences between the three. In this image the Law of Closure is at work. The mind fills the shape of a Guinness glass even though you cant see the outline of the glass because of the black background. Law of Emergence is also present in the ad. At first glance you are not sure what you are looking at, but after a few minutes you recognize the resemblance of a glass of Guinness. The white shapes and Guinness logo help the outline of the glass emerge. There is the Law of Simplicity. All of the symbols are white and simple. As stated above, the white symbols show the white foam at the top of the glass and also illustrate how Guinness is a year round beer. There are only three words in the ad; Winter, Summer, Guinness. These three simple words also help explain the argument of the ad to the viewer. According to Aristotle, this ad would appeal to a viewers pathos, meaning it appeals to our emotion. The ad is creative and makes the viewer really look at the ad and think about what the argument is.

Q.4
There is an increasing trend to use photographs in annual reports and other documents to assist the author in communicating complex ideas. The use of close-up, middle ground and long shots can assist a writer in providing context and immediacy in a report, ad or on a web page. In her article on semiotics, Claire Harrison also discusses the ways in which photographs can create salience and can provide us with valuable information. Discuss.

A4.

Answer to Question Four

According to Harrison, varying perspectives of shots will enhance themes and keep an audiences interest. In this particular article, there are three different kinds of shots being established. There is a long shot, medium shot, and close-up shot. Long shots are designed to establish the setting and orient the audience. They can be taken from many different angles such as looking down, up, or straight ahead at a scene. They are also composed so that there is something to focus on in the foreground, middle ground, and in the background. The photograph at the top of the page is the long shot. The photo displays the entire Toast of the Town event. When you have a photo that displays a background, middle ground, and foreground the eye rests on something in each of these varying shots. There is a fountain in the back ground for the viewer to rest their eyes on, bright orange pillars in the middle ground to focus on, and two tables in the foreground. The middle picture on the page is a close-up shot. The purpose of close-ups are to depict details of the subject or locale. They capture the details of the center of interest. The close-up shot is of food and wine. That was the major attraction of this event so it is appropriate to get as much details as possible for the audience. The last picture in the article is a medium shot. Medium shots reveal a sense of space in the place, but also provide intimacy for the viewer. The viewer is able to depict whether there is a lot of space or if it is crowded in the photo, but they also see details closer up. This captures the essence of the event. In this particular photo we see several people in the background and determine the event is crowded. This photo includes all of the major themes of the event. It shows people, food and wine. Unlike the other photos where they are concentrating on one aspect of the event such as crowds or food, we see it all in this photo.

Answer to Question Four continued

An important concept to consider and analyze while critiquing these shots is the salience present. Salience refers to the ability of an RP to capture the viewers attention. Elements to consider when thinking about salience are the size of the RP in the photo, the tonal and color contrast, and of course what kind of shot it is. According to our class notes, an RP in the foreground of a photo has greater salience than the RP in the background because they are closer. The bigger the RP, the greater the salience. Areas of high tonal contrast have greater salience, and strongly saturated colors will have more salience than softer colors. Tonal salience is present in the long shot because of the bright orange pillars. Note the color choice for these pillars. The saturated color stands out against the softer colors. Salience in the close up is established by the larger images of the wine and food in the photo. The bigger the RP, the more the salience. There is tonal contrast in the middle ground shot due to the different colors of clothes people have on. A woman in a black dress stands out next to a man dressed in a white shirt. There is a couple at the bottom of the article that have a lot of salience because they are closer and stand out from the other photos. The tonal contrast makes them look brighter against the other photos giving them salience as well. All of these different shots and degrees of salience provide varying views of the themes present in this article. All of these differences peaks the audiences attention when looking at the article.

Q5
Claire Harrison also indicates that figures can be presented in different ways in photographs used in articles, corporate documents and websites. She argues that the following elements should be considered when analyzing images in any environment:
Visual Demand Intimate Distance Frontal Angle Vertical Angles Explore Harrisons ideas in relation to the images provided.

A5.

Answer to Question Five

In the Interpersonal Metafunction, Harrison explains that advertisements involve Image Act and Gaze, Social Distance and Intimacy, and Perspective- The Angles, Involvement, and Power. Lets first discuss the Image Act and Gaze. The Image act involves the eyeline of the Represented Participants (RPs). The Represented Participants are usually the people in the advertisements. In all three advertisements the RPs are looking right at the viewer. This feature process is described as Demand. The RPs are looking directly at the viewer so they can feel a strong connection and engagement with the RPs. Lets now analyze the social Distance and Intimacy in the three ads. The Social Distance is determined by how close the RPs in an image appear to the viewer. This will effect feelings of intimacy or distance for the viewer. In the ad with the athlete we are presented with the Far Social Distance feature. The viewer can see the entire figure and the background and understand what is going on around the RP. In the Tempur-pedic ad there are several RPs at a Far Personal Distance. The viewer sees them from the waist up. This distance is a little more intimate than the ad with the athlete because the RPs are in a closer distance. The last ad provides the viewer with an Intimate Distance Feature. The viewer only sees part of the head and face of the RP. This gives a strong feeling of connection and intimacy for the viewer.

Answer to Question Five Continued

Now for the perspective aspect of advertisements, Harrison explains different angles the RPs are in and how it effects power and involvement. All three of the ads have Frontal Angles. This means when the RP is presented frontally to the viewer. This angle creates stronger involvement for the viewer with the RP. It implies the RP is one of us which a viewer often likes that relation. The three ads use a Medium Angle to show what kind of power the RPs have. In a Medium Angle the RP is looking horizontally making them have equal power to the viewer. If the RPs are looking down or up at the viewer they are loosing power. There is a lack of bond and similar comparison for the viewer.