© 2010, Craig DeLarge1

Visual LiteracyMarketing 320 – Week 5

Philadelphia UniversitySpring II 2010

Craig A. DeLarge, MBA

© 2010, Craig DeLarge2

Week 5 Agenda• Take Roll

• Review Key Concepts

• Review Exercises

• Week 3 Concepts to Cover• Style & Its Categories• Visual Thinking & The Writing Process

• Visual Thinking Workshop?

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Key Concept Review• 1) Visual Literacy• 2) Marketing Effects• 3) VizLit Elements• 4) VizLit Expressions• 5) VizTechs: Contrast/Harmony• 6) Compositional Decisions

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Exercise Review• Chapter #7, Question #3

List examples of: 5 styles: Primitivism, Expressionism, Classicism, Embellished, Functional

in areas of: architecture, clothing, interiors

List examples from nature of the same if possible

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Style• synthesis of visual elements, techniques,

syntax, inspiration, expression & purpose

• typifies an environment, culture, historic period, geographic locale, world view, life philosophy, personality type, etc.

• constitutes visual cultural categories for past, visual cultural possibilities for future as they continually combine & change

Dondis

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Categories of Style(from Western Point of View, as per Dondis)

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Primitivism• Prehistoric/Native

• Exaggeration• Spontaneity• Activeness• Simplicity• Distortion• Flatness• Irregularity• Roundness (Organic)• Colorful

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Expressionism• Gothic/Byzantine/

Medieval

• Verticality • Variation• Exaggeration• Spontaneity• Activeness• Complexity• Roundness (Organic)• Boldness• Distortion• Irregularity

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Classicism• Greco-Roman/

Renaissance• Golden Mean

• Harmony• Simplicity• Accuracy• Symmetry• Sharpness• Monochromaticity• Depth (Perspective)• Consistency• Stasis• Unity

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Embellishment• Baroque/Art Nouveau/

Victorian

• Complexity• Intricacy• Exaggeration• Roundness• Boldness• Fragmentation• Variation• Colorfulness• Activeness• Brightness

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Functional• Bauhaus• Arts & Crafts

• Simplicity• Symmetry• Angularity/Mechanical• Predictability• Consistency• Sequentiality• Economy• Subtlety• Sharpness• Monochromaticity

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Visual Thinking & The Writing ProcessClick on SlideShare link below

http://www.slideshare.net/rycoleman/visual-thinking-the-writing-process

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Group Exercise for Points

• Use the “Visual Method” from “Thinking & The Writing Process” to illustrate:

– Team 1: how you prepare your class exercises

– Team 2: how you go about getting a job

– Team 3: how you engage in constructive conflict