COP: LECTURE 4 - Why is this not an apple?

Visual Literacy:

Visual literacy is based on the idea that pictures can be read. - Helps people understand even when they don't speak the language. 

VL is made up of presentational symbols whose meaning results from their existence in particular contexts...Conventions of visual communication are an example of universal and cultural symbols. E.G. + can mean a variety of things such as it can hold a religious value or it can mean an addition symbol. 

However, if you put symbols into context such as +, X, = you can understand they are part of a mathematical concept. 

The first aid badge and Switzerland logo are the same but hold different backgrounds. However, they still hold different meanings/ representations. Just by shifting the proportions of a design can make it have different meanings for instants, if the cross was extended and the colours were changed it could then mean the England flag. 

Visual Syntax and Visual Semantics are key in order to be aware and visually illiterate.

SYNTAX- pictorial structure and visual organisation of elements. It affects the way we read an image by changing the basic building blocks. 

Framing/ stage of images/ layout can construct and image and it's meaning. 

Some symbols mean the same thing but are more affect than others. E.G  a school sign makes most drivers slow down less than what a speed camera sign does. 

Apple logo 

SYMBOL - it symbolises an apple (logo)

SIGN - it is a sign for APPLE products (Identity) 

SINGNIFIER - it signifies quality, innovation, creativity, design, lifestyle. (Brand)

Visual Synecdoche: 

Term is applied when a part is used to represent the whole or vice versa.

The main subject is substituted for something that is inherently connected to it. 

Visual Metonym:

A symbolic image that is used to make reference to something with a more literal meaning.

Visual metaphor: 

Used to transfer meaning from one image to another. 

Study Task 3 - Harvard referencing and Triangulation

To what extent can creative advertising be said to persuade or manipulate the audience?
Triangulation & Referencing Task Worksheet
Theme: Politics / Society / Culture / History / Technology / AestheticsFocus:

Book reference (author, year of publish) e.g. “Jones, 2015”

Relevant key points in summary (use bullet points)	Additional notes (e.g. for or against)
Creative advertising: an introduction - Miriam Sorrentino 2014	Explores the fundamentals of advertising and branding.Provides indispensable overview of creative thinking in advertising practise. PACKAGING Occupies a rather unusual position in the marketing family as it not only provides a surface or a medium, on which a company can tell consumers about the goods inside. Eg luxury, value, or fun items.- often integral to the product. Hard to image shampoo or cereal without it. Advertising - human connection primarily paid for in advertising	modern / supports
The complete guide to advertising - Torin Douglas 1985	Why advertising sellsSelecting the best media The advertising triangle
http://www.oysterstudios.com/what-makes-a-good-advert/	What makes a good avert	Modern/ contemporary

A number of authors have considered the importance of creative advertising, although some have similar viewpoints  some are very different. ‘Miriam Sorrentino, 2014’ looks at the generics of packaging stating it is essential on objects such as shampoo and cereal to the public as they would find it unusual to find these products without it stating packaging does not only provide a surface or a medium on which a company can tell the consumer about the goods inside e.g if they are high end or value products. Within ‘The Complete Guide To Advertising,Torin Douglas 1985’ it explores the fundamentals as to why advertising sells and explores the advertising triangle.

COP lecture 3 - What is research?

Module aims:

-Introduce practical,theorectical and contextual research skills/approaches
-Introduce integrated relationships between practical, theoretical and contextual awareness

'Process is more important than outcome' - Bruce Man Design 1998

What is information?
Information should be sufficient, competent, relevant and useful.
Communication/ knowledge =facts, data, opinions

Strategy for researching into a problem: Assimilation - General study- Communication - Development 

Cross dimension elements - intuitive approach all becomes your tool kit.

When researching - START ANYWHERE the process will help you develop.
Referencing- Bibliography. You should use other peoples work as long as you reference them properly.