Workshop Overview1. Introduction to Today’s theme 2. Participant go-around3. Mini-lecture on Visual Communication4. Task 1: Deconstruct/Reconstruct

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5. Task 2: Mapping Connection Online/Offline6. Task 3: Visual Comm on a Budget

Provoke Feeling

Create Connection

A Quick Introduction to Semiotics

The Study of Visual Signs

"Rose is a rose is a rose is a rose“ – or is it?

• Denotation – describe an image as simply as possible. What Barthes called 'the first order of signs'.

• Connotation – emotions, values and associations that the sign gives rise to. What Barthes called 'the second order of signs.'

Two Levels of Meaning

Denotation:What is a rose?

Vs.

Connotation:What does giving a

rose mean?

What it is vs. What it means

What makes up Meaning

•Text – the signs that make up the image•Audience – the targeted receivers of the image •Context – where the text is positioned or located more broadly•Intertextuality – references in the text to other texts•Captions/anchorage – what attaches meanings, limiting polysemic possibilities.

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FIND IT: Text, Audience, Context, Intertextuality, Caption/Anchorage

Provoke Feeling

Create Connection

InterpellationA process in which we

internalize ideologies as a response to being hailed or addressed

The

‘hey you!’

Effect

Provoke Feeling

Create Connection

Task 1: Decon/Recon

1. de-construct the advertisement—Using Barthes method of semiotics (denotation vs. connotation) explain how the ad functions. What does the ad ask you to think and feel? What conventions does it draw on? What kinds of assumptions does the ad make about target consumers? How is the viewer interpellated? 2. re-construct the advertisement—Construct an alternative reading of the product advertised that reveals or brings out other possible components of the product or service.

Task 2: Mapping Connection Online/Offline

HSBC

SHELTER

CLIMATE CAMP

Visual Comm on a BudgetKeep The Principles→ Be Site-specific → Provoke through bold images→ Use place to generate

feelings of be/longing→ Speak directly to your

audience – the ‘Hey you’ Effect

→ Cut down your Copy→ Keep colour consistency → Make your USP visual

Cut The Costs! Think creatively about sites:

free places to post? Deals you can make? Exchanges?

Link up with local photographers and film students

Promote user-generated content

Make a mood book/brand guide