What is Rhetoric
15 years ago
Thursday, February 26, 2009
Wednesday, February 25, 2009
The Grammar of Visual Design
This week, we shift from our first textbook to a new visual communication textbook entitled, "Reading Images: The Grammar of Visual Design" by Kress and van Leeuwen. My initial thought was... "where did all of the pretty pictures go?" I find it a bit contradictory that a book about visual design has very little pictures, and practically no color. Hmmm... interesting. I know people always say you can't judge a book by it's cover, but this time, I was hoping that I could. The cover is very colorful and implies that the best is yet to come. However, as far as the first chapter is concerned, that is certainly not the case. The book is extremely heavy on content, and no so much on the pictures. But, I'm willing to give it a try. After all, change is a good thing, right?
Another thing I found to be interesting was the use of the grammar metaphor. Although the authors do a good job explaining their reasoning, my initial thought is that with grammar there is only one right way to do it. The rules are very defined and expectations spelled out. In other words, grammar is very cut and dry. I feel that visual communication, art, and images are quite the opposite. Unless it's a chart or diagram, most visuals and images leave room for lots of interpretation. However, this is the point the authors are trying to make. Kress and van Leeuwen assert, "not much attention has been paid to the meanings of regularities in the way image elements are used--in short, to their grammar--at least not in explicit ways or systematic ways" (p. 2).
The authors also argue that just as the grammar creatively employed by poets and novelists is, in the end, the same grammar we use when writing letters, memos, and reports, so the 'grammar of visual design' creatively employed by artists is, in the end, the same grammar we need when producing attractive layouts, images, and diagrams for our course handouts, reports, communiques, and so on (p. 3). However, they are quick to point out that it is not a "universal" grammar because visual language is not transparent and universally understood. Instead, it is culturally specific.
Kress and van Leeuwen argue that visual design fulfills three major functions. First, an "ideational" function is a function of representing the world around and inside us. Second, an "interpersonal" function is a function of enacting social interactions as social relations. All message entities--texts--also attempt to present a coherent world of the text. This is the third function, the "textual" function-- a world in which all the elements of the text cohere internally, and which itself coheres with its relevant environment. So, are the authors saying that all visual communication must fulfill these three major functions?
Another thing I found to be interesting was the use of the grammar metaphor. Although the authors do a good job explaining their reasoning, my initial thought is that with grammar there is only one right way to do it. The rules are very defined and expectations spelled out. In other words, grammar is very cut and dry. I feel that visual communication, art, and images are quite the opposite. Unless it's a chart or diagram, most visuals and images leave room for lots of interpretation. However, this is the point the authors are trying to make. Kress and van Leeuwen assert, "not much attention has been paid to the meanings of regularities in the way image elements are used--in short, to their grammar--at least not in explicit ways or systematic ways" (p. 2).
The authors also argue that just as the grammar creatively employed by poets and novelists is, in the end, the same grammar we use when writing letters, memos, and reports, so the 'grammar of visual design' creatively employed by artists is, in the end, the same grammar we need when producing attractive layouts, images, and diagrams for our course handouts, reports, communiques, and so on (p. 3). However, they are quick to point out that it is not a "universal" grammar because visual language is not transparent and universally understood. Instead, it is culturally specific.
Kress and van Leeuwen argue that visual design fulfills three major functions. First, an "ideational" function is a function of representing the world around and inside us. Second, an "interpersonal" function is a function of enacting social interactions as social relations. All message entities--texts--also attempt to present a coherent world of the text. This is the third function, the "textual" function-- a world in which all the elements of the text cohere internally, and which itself coheres with its relevant environment. So, are the authors saying that all visual communication must fulfill these three major functions?
Thursday, February 19, 2009
Scientific Looking and Global Visual Culture
The "Scientific Looking, Looking at Science" chapter discusses Gunther von Hagens' Body Worlds project. The exhibition is a contemporary example of medical display. Dead bodies have undergone a preservation process called plastination and they're put on display in various poses. The notorious director of the project "assumes the role of both a scientist and an artist" (p. 354). The exhibit is viewed by most as extremely controversial. Some claim that the bodies are cadavers of Chinese prisoners. Others suggest the exhibit affirms traditional gender stereotypes, with male figures in active scenarios, such as a soccer game, and the female figures shown in traditional states, such as pregnancy.
I had the opportunity to view the Body Worlds exhibit at the Discovery Place in Charlotte, NC. I knew from early on in my life that the medical field was not for me. My stomach turns anytime my friends who are doctors or nurses discuss any medical experiences, terminology, procedures, or conditions. I cannot express enough how much the medical field and everything related to it is NOT for me! So, going to this exhibit was a huge step for me. I dreaded going to the exhibit, but all of the cool kids were doing it, so I decided to go too. The exhibit actually wasn't as bad as I thought it would be. Mainly because everything I saw seemed so fake-looking. I had to remind myself that what I saw before my eyes was actually real, and at one point in time, a living human being.
The most disturbing part of the exhibit was the childbirth/pregnancy room. There was a warning/disclaimer placed outside of the room that informed people of the contents of the room. There was a pregnant woman with a child still inside her womb as well as fetuses at every stage of the gestation process. This part of the exhibit was nothing less than controversial for many different reasons. However, the exhibit was quick to explain (via signage) that the fetuses and pregnant woman died naturally. Regardless, actually seeing these bodies made the exhibit seem all too real in stark contrast to the rest of the exhibit. I would post images from the exhibit, but I can't quite bring myself to look them up and have to stare at them every time I visit my blog... sorry!
I had the opportunity to view the Body Worlds exhibit at the Discovery Place in Charlotte, NC. I knew from early on in my life that the medical field was not for me. My stomach turns anytime my friends who are doctors or nurses discuss any medical experiences, terminology, procedures, or conditions. I cannot express enough how much the medical field and everything related to it is NOT for me! So, going to this exhibit was a huge step for me. I dreaded going to the exhibit, but all of the cool kids were doing it, so I decided to go too. The exhibit actually wasn't as bad as I thought it would be. Mainly because everything I saw seemed so fake-looking. I had to remind myself that what I saw before my eyes was actually real, and at one point in time, a living human being.
The most disturbing part of the exhibit was the childbirth/pregnancy room. There was a warning/disclaimer placed outside of the room that informed people of the contents of the room. There was a pregnant woman with a child still inside her womb as well as fetuses at every stage of the gestation process. This part of the exhibit was nothing less than controversial for many different reasons. However, the exhibit was quick to explain (via signage) that the fetuses and pregnant woman died naturally. Regardless, actually seeing these bodies made the exhibit seem all too real in stark contrast to the rest of the exhibit. I would post images from the exhibit, but I can't quite bring myself to look them up and have to stare at them every time I visit my blog... sorry!
Tuesday, February 17, 2009
Digital Remix Ideas
I'm considering doing a digital remix of cookbook covers. For example, the above cookbook "get grilling" would instead say, "get real with grilling" or "get real: grilling for working professionals". I would also like to take cookbooks that have well-known Food Network chefs and transpose working professionals such as Vizzie McAndrews, Donald Trump, or the like into kitchens. Or, I could take chefs and put them in corporate settings with their aprons, spatulas, and mixing bowls. Just some ideas to get the creative juices flowing...
Thursday, February 5, 2009
Advertising, Consumer Cultures, and Desire
Consumer products and brands and the advertising that sells them aim to present an image of things to be desired, people to be envied, and life 'as it should be' (p. 265). To fully understand this assertion one must step back and think about advertisements encountered on a daily basis. Do advertisements always sell a lifestyle or a product? I think most of the time they do, but sometimes I think they're just plain creative art forms. For example, take the following commercial. It is one of my favorite commercials right now, and I've seen it on TV multiple times. However, I had NO idea what the commercial was selling or what company it was endorsing... until I found it on YouTube.
The commercial works because it makes the impossible, possible. It takes something completely unexpected and makes it seem almost realistic. There is one or two seconds at the end where State Farm gets recognition. However, I guarantee that most people who have seen this commercial have no idea who endorses it.
Another commercial or effectively executed advertising plan that stands out in my mind are the "G" commercials. For the longest time I would see these "G" commercials on TV and have no idea who or what "G" was. However, I did know that there were some pretty important people behind this "G" concept. Finally, curiosity got the best of me, and I appeased the advertisers by Google searching "G" only to find that it was the new marketing strategy from Gatorade. Other companies and brands have also used this mystery technique to lure in consumers. As the authors say, in a consumer society there is always a demand for newness. Therefore, "old products are sold with a new look, added features, a new design, or simply new slogans and ad campaigns" (p. 267). This is certainly the case with Gatorade and their "G" campaign... it suckered me in, and I'm assuming many others as well.
The commercial works because it makes the impossible, possible. It takes something completely unexpected and makes it seem almost realistic. There is one or two seconds at the end where State Farm gets recognition. However, I guarantee that most people who have seen this commercial have no idea who endorses it.
Another commercial or effectively executed advertising plan that stands out in my mind are the "G" commercials. For the longest time I would see these "G" commercials on TV and have no idea who or what "G" was. However, I did know that there were some pretty important people behind this "G" concept. Finally, curiosity got the best of me, and I appeased the advertisers by Google searching "G" only to find that it was the new marketing strategy from Gatorade. Other companies and brands have also used this mystery technique to lure in consumers. As the authors say, in a consumer society there is always a demand for newness. Therefore, "old products are sold with a new look, added features, a new design, or simply new slogans and ad campaigns" (p. 267). This is certainly the case with Gatorade and their "G" campaign... it suckered me in, and I'm assuming many others as well.
Subscribe to:
Posts (Atom)
