1. VISUALS

2. Creating Visuals  Creating a visual is a process that requires artistic ability, creative design, and critical thought. Consider the image to the right, what makes this visual interesting?

3. Balance  The way shapes are arranged. When shapes are balanced, they create a feeling of order and harmony. When shapes are not balanced they create tension.

4. Color  Color is made up of hue (tint), intensity, and value. Hue or tint refers to the name of the color, ex. Dull. Value means the lightness of darkness of a color. Color is used to represent things the way they are, but also to create feeling.  What can we say about artist Christopher Pratt’s use of color in the following water color?  “49” – Christopher Pratt

5. “49” Artist: Christopher Pratt

6. Composition  The bringing together of parts or elements to form a whole; the structure, organization, or total form of a work of art.

7. Contrast  The perceptual effect of the proximity of very different colors; to compare as to point of the differences; set off against one another. “Newfoundland Houses” – Glenn Pardy

8. Emphasis  Drawing attention to something by use of color, size, or placement.

9. Focal Point  The main element, or area of interest, of a composition; what your eye is drawn to.

10. What is the focal point?

11. Line  The basic unit of any image that has both length and direction. Straight lines often suggest order. Jagged lines can suggest power, fear, or confusion. Curved lines may suggest motion or softness. Diagonal lines can suggest motion or tension.

12. Message  Any thought, idea, or information, whether expressed in plain or secret language. What’s the message of this editorial cartoon?

13. Mood  The atmosphere or feeling created by a literary work. What is the mood of this visual?

14. Perspective  A system for creating an illusion of depth or three- dimensional space on a two dimensional surface.  Linear perspective  Atmospheric perspective (hazy effect/detail/color value)  Isometric Perspective

15. Use of Perspective

16. Proportion  The comparative size relationship of parts to a whole and to one another Size of trees Size of house Size of Trees

17. Scale  The size or apparent size of an object seen in relation to other objects, people, or its environment. How is scale used in this photograph?

18. Tone  Expresses the author’s attitude towards his or her subject. What is the tone of this visual?

20. Audience  The target audience refers to those people who would be most likely to buy and enjoy the product being sold  (i.e. Toy commercials are geared toward children. Computer commercials are often geared toward young adults. Life insurance commercials are often geared toward older people.)

21. Slogan  Most advertisements use a catchphrase or slogan which becomes associated with the product  (e.g. Nike: Just Do It. L’Oreal: Because You’re Worth It. The best part of waking up is Folgers in your cup!)

22. Logo A symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc

23. Angle  slant, or way of looking at or presenting something Background  distance part of a landscape; surroundings, especially those behind something, and providing harmony and contrast

24. Form  Caricature – used by cartoonists, refers to exaggerated facial features of subjects

25.  Collage – a form of art in which various materials such as photographs and pieces of paper or fabric are arranged and stuck to a backing  Comic strip – a sequence of drawings in boxes that tell an amusing story, typically printed in a newspaper or comic book

26.  Editorial Cartoon – deal with current news events or social, political or cultural issues

27.  Poster – a poster contains images and text that convey a feeling or mood and a message.  Photograph – a picture taken by a person

28. Font  Larger and Bolder fonts emphasize certain words  This creates a particular impression about the product and captures attention

29. Facial Expressions Faces are used to show emotions The expression on the model ’ s face is the emotion that the advertiser wants you to feel (i.e. A smiling, excited child with a toy product is meant to imply that you too will be that happy if you buy the product)

30. Punctuation  Exclamation points (!) and Question Marks (?) are used to capture attention and make you want to continue reading an ad or poster  Questions make an ad appeal to us more personally (Do you want to look like a star???)  Exclamation points make something seem more exciting and urgent (Don’t delay, call now!!!!)

31. Objects / Images within the visual We are meant to associate our feelings about other images shown in an ad with the product that is being sold (i.e. An ad selling a sports drink may show a volleyball. This is meant to suggest that drinking the product will improve our game.)

32. Final Notes  Visual Artists use many tools to create their art – some of which we just discussed  When viewing a visual: Be Critical, Ask questions, Imagine, Wonder  Look for messages, what does the artist want you to think?  A picture can say a thousand words.