UNIT 3
Visual communication practices

OUTCOME 2
Visual communication analysis


Focus on the analysis and evaluation of
examples of visual communication


ASSESSMENT TASK
Analyse and evaluate the effectiveness
of a range of visual communications
using one of the following forms
- an essay
- a written report
- a test (with structured questions)
- an annotated visual report
- another appropriate format


        ***** ESSENTIAL READING FOR TEACHERS *****
        VCE VISUAL COMMUNICATION AND DESIGN
        ASSESSMENT HANDBOOK 2006
        Teachers (Members only) click
here

        In particular, read the information about
        Unit 3 Outcome 2

POSSIBLE ACTIVITIES
If you have any ideas/suggestions please
email me now

You will need to demonstrate the ability to:

o   discuss ways in which visual communications
   are used to communicate information for
   specific audiences

o   
describe the purpose/s of visual communications

o   
describe
   - material/s
   - methods
   - media
   - final presentation/s
   used in the production of visual communications

o   
describe the use of
   - standards
      and/or
   - conventions
   where appropriate

o   
discuss how
   - design elements
   - design principles
   are evident and are applied in collaboration
   in visual communications to convey
   - information
      and/or
   - ideas

o   
evaluate the application of
   - design elements
   - design principles
   used in visual communications to convey
   - information
      and/or
   - ideas


You will need to demonstrate knowledge of

o   the factors that influence ways in which
   information is expressed in relation to the intended
   purpose/s of visual communications

o   the audience to whom the visual communication
   is directed

o   the intended purpose/s of visual communications
   for example
   - to
advertise
   - to promote
   - to depict
   - to teach (
example)
   - to inform
   - to guide

o   the ways used to
   -
attract attention
   - maintain interest
   in visual communications
   for example
   - location
   - context
   -
humour
   - emotive imagery
          examples -
          Emotive imagery in fundraising advertisements
          
see below
          Road Safety poster

o   the ways in which
   - standards
   - conventions
   where appropriate,
   contribute to the communication of
   - information
      and/or
   - ideas
   in visual communication

o   
design elements including
   - point
   - line
   - shape
   - form
   - tone
   - texture
   - colour
   - letterform
   used in visual communications

o   
design principles including
   - figure-ground
   - balance
   - contrast
   - cropping
   - hierarchy
   - scale
   - proportion
   - pattern
   used in visual communications

o   - material/s
   - methods
   - media
       CAUTION:
        In this study, '
media' refers to what makes the
        images, such as pencils, paints, inks, markers
        and toner (used to make photocopies). As you
        do your research, you will find that 'media' often
        refers to where images are used, such as
        magazines, brochures, posters, billboards, web
        pages and packaging. In this study, these are
        considered to be '
contexts'.

   - final presentation/s
   used in visual communications
Although care has been taken in preparing the information
contained on these webpages, EDUCATION GRAPHICS does not
and cannot guarantee the accuracy thereof. Teachers and
students should ALWAYS be guided by the Visual
Communication and Design VCE Study Design, and other
relevant material such as the VCAA Bulletin, published by the
Victorial Curriculum and Assessment Authority.
OUTCOME 1
OUTCOME 2
OUTCOME 3
ADVERTISING IMAGERY EMPLOYED BY DISASTER RELIEF ORGANISATIONS AND MEDIA
STEREOTYPING OF THE RECIPIENTS OF AID

Charities concerned with the provision of emergency relief following humanitarian
catastrophes have to determine the nature of the images of the victims of a disaster
that will be projected in their fundraising advertisements. The mass media can make or
break a fundraising campaign following a major disaster. Accordingly, relief agencies
(such as the International Red Cross, ActionAid, OXFAM and Save the Children) are
obliged to nurture good relations with newspaper and television companies and to
furnish media organisations with pictures, stories and information. Experience suggests
that highly emotive advertising is most effective for raising large amounts of money at
short notice consequent to a well-publicised catastrophe. Equally it seems that the
mass media covers humanitarian disasters in an emotive fashion, focusing mainly on
dramatic personal events, tragedy and suffering, and the sensational aspects of
disasters rather than the serious side of local relief efforts. Emotive imagery in
fundraising advertisements in conjunction with media sensationalisation of events can
greatly stimulate donations to disaster relief appeals, but may also demean and
patronise aid recipients. The latter problem is particularly acute in relation to Third
World countries, where most catastrophes occur.

Extract from the website of
Centre for Research in Marketing
London Metropolitan University
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