1. & Visual Representation
Visual Literacy
& Visual Representation

2. What are visual texts?
Visual texts are texts in which meaning is shaped and communicated by images rather than words.
Visual texts use techniques such as line, shape, space, colour, movement, perspective, angle and juxtaposition to shape meaning.
Examples of visual texts include cartoons, billboards, photographs, artworks, web pages and illustrations.

3. What is visual literacy?
Visual literacy is the ability to decode, interpret, create, question, challenge and evaluate texts that communicate with visual images as well as, or rather than, words.
Visually literate people can read the intended meaning in a visual text such as an advertisement or film shot, interpret the purpose and intended meaning, and evaluate the form, structure and features of the text.
They can also use images in a creative and appropriate way to express meaning.

5. Composition ... how visual texts are composed
How is meaning made? Consider the following elements:
Symbols, signs and repetition
Use of colour
Perspective: foreground, mid-ground, background
Framing
Positioning of elements, e.g. centring, off-centre
Focal point
Reading pathways (vectors)
Angles
Use of action/stillness

6. What is a symbol?
A symbol is something that stands for or represents something else.
Can you deconstruct the following symbols?

7. Cultural symbols ...

8. Australian cultural symbols ...

9. Symbolic objects
Look at the following objects and write down a symbolic meaning for each:

10. Colour can be used for meaning and effect
Colours can have symbolic meaning. For each of the colours below, write down one or two symbolic meanings.
BLACK WHITE
PINK RED
GOLD BLUE
GREEN PURPLE

11. Animal Symbolism
Animals can also be used to enhance meaning and visual effect. Write down a possible meaning for these animals:

16. Animal symbolism in advertising
Look at the following ads which are based upon animal symbolism:
What animal is used?
How is colour used? What colours are used?
How does the use of symbols and colour enhance the visual text ... How are we as ‘responders’ positioned? Would you buy the product? Why/why not?

20. Visual text analysis
Look at the following image and fill out your ‘Language Analysis’ sheet’.
Does the written text complement the image?