Objectives and competences
The objective of the course is to introduce students to visual communication and the psychological, semiologic and communication concepts that enable the understanding of image production and transmition and the understanding of the image in different visual phenomena.
Content (Syllabus outline)
• Introduction to visual communication.
• Psychological, semiological and communication concepts of transferring image.
• Elements of visual communication.
• Morphology and syntax of visual language elements.
• Posters: design and semiotic analysis of posters
• Film: semiotic analysis, Mise-en-Scene.
• Theories of visual communication: theory of aesthetics, theory of visual rhetoric, theory of perception, narrative theory, theory of visual ethics, theory of visual literacy.
• Visual hints in advertising.
Learning and teaching methods
• lectures,
• tutorials,
• individual work.
Intended learning outcomes - knowledge and understanding
On completion of this course the student will be able to
identify and understand different visual phenomena,
analyse images within visual phenomena,
convert marketing strategies in creative solutions in the field of texts and later in visual communication.
Intended learning outcomes - transferable/key skills and other attributes
Communication skills: manner of expression at written examination and individual essays, oral manner of expression during seminars.
Problem solving: converting of marketing strategies in creative solutions.
Working in a group: team work in group seminar.
Readings
• A. Berger: Seeing is believing: An Introduction to Visual Communication, Mayfield, Mounrain View, 1998
• P. Bonnici: Visual Language, the Hidden medium of Communication, Rotovision, 1999N.
• Lacey: Image and Presentation. Key Concepts in Media Studies. St. Martins Press, New York, 1998.
• M. Sturken, L. Cartwright: Practices of Looking. An Introduction to Visual Culture. Oxford University Press, Oxford, 2001
• K. L. Smith, S. Moriarty, G. Barbatsis in K. Kenney (ur.): Handbook of Visual Communication: Theory, Methods, and Media. Mahwah, NJ: Lawrence Erlbaum Associates, 2005.
Prerequisits
Basic knowledge of media communication.
Additional information on implementation and assessment Positive midterm written exams ( 2 midterm written exams) replace written examination.
