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Art Class notes

by: Michelle Goldsborough

Art Class notes 2151

Marketplace > Temple University > Advertising > 2151 > Art Class notes
Michelle Goldsborough

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About this Document

notes on class and people
Introduction to art direction
Tracy Agostarola
Class Notes
Art, Theory, people, perception, ads
25 ?




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This 3 page Class Notes was uploaded by Michelle Goldsborough on Tuesday September 13, 2016. The Class Notes belongs to 2151 at Temple University taught by Tracy Agostarola in Fall 2016. Since its upload, it has received 6 views. For similar materials see Introduction to art direction in Advertising at Temple University.


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Date Created: 09/13/16
Art Class Week 3, Lecture 1 8 depth cues even if depth doesn’t exist  Space  Size  Color  Lighting  Textural gradients  Interpositions  Time  Perspective Magazines are 3d and paintings are 2d because of the depth Movement  Real-it’s really moving  Apparent- it seems to be moving but it isn’t. ex: video. It isn’t actually moving in your space  Graphic movement- the order in which your eye views things  Implied-a 2d image of something in motion and you know consciously that it’s moving but they aren’t moving in your space, it is implied; a picture of movement Visual Theories  Two fundamental groups o Sensory-direct or meditated images are composed of light objects that either attract or repel us o Perceptual- concerned mainly with the meanings that are associated with the image  Visual sensation vs. visual perception o Sensation is stiumuls from the outside world that activated nerve cells within your sense organs o Perception concentrates on the conclusions that are made by the information gathered by our eyes  Sensory Thoeries of Visual Communication o Gestalt Theory  Max Wertheimer, stroboscope  Eye merely takes in visual stimuli, brain arranges them into coherent images  Elements of a scene are combined and understood by the brain in 4 fundamental prinicpals o Similarity, Proximity, Continuation, Common Fate o Constructivism  Perceptual Theories of Visual Communication o Semiotics- the study of signs, Ferdinand de Saussure- Swiss linguist, Charles Sanders Pierce- American philosopher, effect of signs on society o They were not particularly interested in the visual aspect of signs; Pierces contribution was the formulation of 3 sign categories  Icoic, indexical and symbolic  Three categories are not mutually exclusive o Cognitive Iconic  greek “to be like”  most closely resemble the things they are supposed to represent Indexical  logical common sense connection to the thing they represent  we know what these objects represent because of our life experiences Symbollic  the most abstract  no logical connection so they have to be taught  socially and culturally influenced Chain of Associations  Roland Barthes- French literary theoriest, philosopher, each element we see is a link in a visual narrative whole  Commonly referred to as codes 4 types of code  Metonymic- collection of code that causes the viewer to make assumptions about what is seen  Analogical-group signs that cause you to make mental comparisons  Displaced- transfer of meaning from one set of signs to another  Condensed codes- several signs that combine to form a new composite message Cognitive  What is going on inside the viewed mind is just as important as the images that are seen o Carolyn Bloomer-memory, projection, expectation, selectivity, habituation, salience, dissonance, culture, words  Memory-our link to all the images we have ever seen  Projections- persons mental state is projected onto an inanimate object  Expectation- preconceived notions lead to missed visual perceptions  Selectivity- most of the visual experience is not part of conscious processing  Habituation-mind ignores routine visual stimuli  Salience- noticed more if it has meaning to you  Dissonance-too many distractions  Culture- manifestations of the way people act  Words- see with our eyes but we think with words


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