Visual Literacy

• Engels
• Middelbare school
• vwo
• Leerjaar 4

Advertising techniques

Big 5

Visual Literacy

What is visual literacy?

“Being able to read and compose images.”

Subject

"The main thing shown in the photograph."

- people

- objects

- animals 

- places

 - etc

Denotation / Connotation

Denotation = the literal meaning

Connotation = the suggested meaning / your own associations

Comment on the subject + denotation + connotation

Setting

- Where is the picture set (what is the place)?

- What is in the foreground?

- What is in the background?

What is foregrounded / backgrounded? What is the effect?

Framing

"What the photographer has placed within the boundaries"

- what is in the image?

- what dominates the space?

- portrait or landscape?

- what is the effect?

Comment on the framing of the picture

Vantage point / Angle

Also called the 'angle': 

- low 

- medium

- high

Body language

"Non-verbal communication"

- facial expression

- posture

- clothing

- gaze

- hands

- objects

What is the effect of this angle? How does the body language support this?

Balance

"To arrange or adjust parts in a symmetrical way"

Contrast

"Contrast forms, lines or colours to intensify proportions and create a more dynamic effect"

Balance or contrast? What is the effect?

Dominance

"The most influential or important element in the image. The dominant point is where your eye is drawn first."

Show a picture in which the dominance effect is used.