Visual CommunicationCDG 204

School of graphic design 2014Lecturer: Miss. Hafiza Wahida Abd Kadir

chapter 10

IMAGES - 'The camera was my signal for help, nothing more.'

The Image Revolution

• The image is in the middle of a revolution.

• Amateurism means– that the general public are increasingly

providing the news media with pictures, and companies are producing their own advertising images.

The Perspective of Intention

• This covers the work of the client under three categories:– Goal

• The ambitions for the image, for the target group and for the choice of medium.

– Message• Instrumental, relational, dramatic or non-dramatic

staging.

– Context• The surroundings in which the image is

reproduced.

Categories of Image

• Informative– Giving the relevant information without value

judgements.

• Explicative– Explaining an action or course of events.

• Directive– Indicating or encourage a certain opinion.

• Expressive– Communicating strong feelings using powerful

means.

The Perspective of Proximity

• This covers the work of the photographer under three (3) categories:– Cut, where the subject is captured and cut.– Composition, in which the image's line,

volume, space, light and colour are composed to form an attractive and orienting whole.

– Meaning, the meaning and content that the photographer and the client want to get across using the image.

The Perspective of Reception

• Covers the receiver's or viewer's encounter with the image:– Perception

• The eye receives visual stimuli, which are sent on to the brain by the optic nerve.

– Experience• Consists of a personal feeling, an assessment of

stimuli and processing the impression.

– Interpretation• In which the viewer expresses the meaning of the

image (in image analysis).

example of images revolution

example of images revolution