1. Visual Literacy
Marketing 320 – Week 6
Philadelphia University
Spring II 2010
Craig A. DeLarge, MBA
© 2010 Craig DeLarge 1

2. Week 6 Agenda
• Take Roll
• Review Key Concepts
• Week 6 Concepts to Cover
• The Visual Arts
• Visual Literacy: The Business Link
• Mind Mapping
• Workshop?
© 2010 Craig DeLarge 2

3. Take Roll
© 2010 Craig DeLarge 3

4. Key Concept Review
• 1) Visual Literacy
• 2) Marketing Effects
• 3) VizLit Elements
• 4) VizLit Expressions
• 5) VizTechs: Contrast/Harmony
• 6) Compositional Decisions
• 7) Styles (5)
© 2010 Craig DeLarge 4

5. Basic Communications Model
Misunderstanding
aided by noise.
Verbal/Visual
Intended Perceived
Meaning Meaning
created Intended & Perceived Meaning created
here (hopefully) reconciled here. here
http://records.viu.ca/~soules/media301/message.gif
© 2010 Craig DeLarge 5

6. Chapter 8: The Visual Arts
Visual Literacy & Thinking takes place in multiple visual
art (VA) areas: sculpture, architecture, photography, etc.
Each VA area meets multiple needs (solves problems):
- living life: shelter, food, relationships, beauty
- self-expression: decoration,
- preservation: memorials, recording,
- education: demonstration, replication,
Every VA informs the observer about self, world, times,
etc.
Dondis, A Primer of Visual Literacy
© 2010 Craig DeLarge 6

7. Chapter 8: The Visual Arts
VA take us beyond the limitations of verbal & audible
forms
VAs are used for social, political, cultural purposes going
beyond commercial (and they drive the commercial)
Its expression must always seek a a connection with the
audience. NEVER FORGET TO CATER TO YOUR
AUDIENCE!
AVOID visual AMBIGUITY by all means & at all costs!
Dondis, A Primer of Visual Literacy
© 2010 Craig DeLarge 7

8. How have you taken advantage of
these links in your past/present?
How will you take advantage of these
links in your future, based on what
you have learned this semester?
© 2010 Craig DeLarge 8

9. Chapter 8: The Visual Arts
Body language & facial expressions
Sculpture
Architecture
Painting
Illustration
Graphic Design
Industrial Design
Photography
Film
Television
Dondis, A Primer of Visual Literacy
© 2010 Craig DeLarge 9

10. Facial & Body Language
• Most basic and
impactful visual art
of all
• In communication,
YOU are the main
prop
http://www.ratcreature.net/sketches/slothsdraw/exercise-w2-1.jpg
http://inconvenientbody.files.wordpress.com/2009/08/expressions.jpg
Dondis, A Primer of Visual Literacy
© 2010 Craig DeLarge 10

11. Sculpture
• Solid material in actual 3
dimensions
• sculptere = to carve
• The sculptor releases
hidden form into reality
• Stone, clay, wax are key
materials
• Forms range from
realistic to abstract
http://thekissklimt.files.wordpress.com/2009/04/the-kiss-sculpture-constantin-brancusi.jpg
Dondis, A Primer of Visual Literacy
http://travelcritic.info/wp-content/uploads/2009/02/statue-of-liberty-new-york-usa-travel-critic.jpg 11
© 2010 Craig DeLarge

12. Architecture
• “Enclosed space”
• 3 dimensional
• Meets shelter need for
purposes of religion,
administration, leisure,
welfare & education
• Expresses taste,
aspiration, purpose &
tradition, culture
• Line is key element used
for plan & elevation
http://m2.sourcingmap.com/smap/images/item/n/08b/ux_a08042600ux0013_ux_n.jpg
Dondis, A Primer of Visual Literacy
http://z.about.com/d/pittsburgh/1/0/Z/8/fallingwater.jpg © 2010 Craig DeLarge 12

13. Painting
• Picture making at its
basis
• Storytelling &
education, decoration
a key purpose
• Re-presenters of the
natural & imagined
world
• Dominated by most all
the elements
http://www.keithgarrow.com/abstract-painting-golden.JPG
Dondis, A Primer of Visual Literacy
http://www.rankopedia.com/CandidatePix/3912.gif © 2010 Craig DeLarge 13

14. Illustration
• Visualizers of the print
industry
• More related to
commercial arts of
engineering, design &
publishing
• Largely referential
purpose assisting
verbal information
http://www.3dillustration.co.uk/images/Engineering-Illustration.jpg
Dondis, A Primer of Visual Literacy
http://www.coverbrowser.com/image/saturday-evening-post/173-1.jpg © 2010 Craig DeLarge 14

15. Graphic Design
• Labeled “commercial
artist”
• Assembles typefaces,
images & other
elements into print
compositions
• Design areas include:
typefaces,
publications, posters,
packaging, letterheads
http://www.visuallure.com/art/graphic-design-vehicle.jpg
http://upload.wikimedia.org/wikipedia/commons/1/17/Lautrec_moulin_rouge,_la_goulue_(poster)_1891.jpg
Dondis, A Primer of Visual Literacy © 2010 Craig DeLarge 15

16. Crafts
• Hand-made artifacts
• Caters to custom
tastes as “1 of a kind”
pieces
• Decoration, a key
purpose
• “Fine Arts for the
common people”
http://www.abbotsfordtoday.ca/wp-content/uploads/2009/11/jim-homer-pottery-edited.jpg
Dondis, A Primer of Visual Literacy
http://www.ocaregistry.com/images/works/large/711753212211830.jpg © 2010 Craig DeLarge 16

17. Industrial Design
• Related to “The
Industrial Age”
• Adapts products to the
“mass production”
• Founded in the Bauhaus
& “functionalism”
• Balances the technical
and the beautiful
• Associated with
obsolescence & fads
• Focused on “profit
motive”
http://cmykern.com/wp-content/uploads/2008/09/kives0051.gif
Dondis, A Primer of Visual Literacy
© 2010 Craig DeLarge 17
http://www.trucdesign.com/blog/images/industrial_design/motorcycledesign/haleva.jpg

18. Photography
• “Instant” picture-
/record-making
• Key areas are:
journalism, portrait,
documentary
• Highly accessible to
the masses
• Believability its most
distinctive quality
http:// admonkey.files.wordpress.com/2008/11/ad_123.jpg
Dondis, A Primer of Visual Literacy
18
http://fc02.deviantart.net/fs9/i/2006/026/8/9/Absolut_vodka_publicity_by_Hellvicks.jpg © 2010 Craig DeLarge

19. Film
• Rapid sequential
photos which record
motion
http://en.wikipedia.org/wiki/Phenakistoscope
• Takes advantage of
the “persistence of
vision”
• Movement its chief
visual element
http://www.youtube.com/watch?v=9Qfey6iz5Os
Dondis, A Primer of Visual Literacy
© 2010 Craig DeLarge 19

20. Television
• “Film” for the masses
• Most dynamic &
socially impactful
visual art
• Scale (of reach) is its
most distinctive quality
• Compositional
decisions impacted by
environmental noise
considerations
http://talkinstuff.files.wordpress.com/2009/05/television.jpg
Dondis, A Primer of Visual Literacy
http://www.radiolaguy.com/images/GEsign.jpg © 2010 Craig DeLarge 20

21. VizLit: The Business Link
Business is about solving problems, and so is
VizLit
Markets work on intra/inter-cultural communication
& understanding, and VizLit enables this
Organizations succeed based on group
cooperation, and VizLit enhances this
Your communications skills are critical to your
career/life success, and VizLit is communication
itself
© 2010 Craig DeLarge 21

22. MindMapping
http://www.slideshare.net/sajwest/basics-of-mind-mapping-for-business-and-beyond
© 2010 Craig DeLarge 22

23. Group Exercise for Points
Gather in respective teams
Create a MindMap of this Visual Literacy
course as you have collectively experienced
it thus far
Go for thoroughness & creativity
© 2010 Craig DeLarge 23