Question 1.
Visual literacy can be referred to as the ability of interpreting, negotiating and making meaning from the presentation of information as an image. This term extends the meaning of literacy with a common significance of interpreting a printed or written text. Visual literacy is set on the basis of the idea that there can be reading of picture and the meaning can be understood thoroughly by the process of reading (Maronitis, 2007). Reading is important as it encompasses to acquire multiple knowledge, skills, and acts enabling individuals for comprehension of textual meaning.
Reading can be considered as a complex activity of psycholinguistic factors and thus, can be considered as a complex and lengthy process. It is important as it helps in acquiring expertise in several social, metacognitive, cognitive, linguistic, sensory and perceptual skills (Baffoe, 2012). These skills are crucial for literate behaviour.
Question 2.
The concept of defiance is well in alignment with the entire advertisement. It tends to present a kitsch interpretation of Native America. They are presented in a headdress with a peace pipe in the direction of sky. High- end trinkets, trash, art and junk are the main aesthetic expletives and epithets attached with the newspaper advertisement of Franklin Mint (Baffoe, 2012).
As a result, it has ended up earning a bad reputation for art of co- opting, with the consideration of democracy through elements of art and affordability. This enables reframing of a specific appropriation mainly due to alteration of contexts in related dynamics. Whether cultural, social, philosophical or economic, the context for creation of an artwork, along with the complicity of the artist in such context has an intrinsic link with the meaning (Baffoe, 2012). Matters of complicity and context involve certain issues when considered by exhibition, presentation and also temporal prisms.
Question 3.
Advertisers of several products have been seen using television and images for manipulating potential consumers for the purchases of products. Manipulation by advertisement can be considered as a significant issue being faced by consumers on regular basis. This ends up widening the asymmetries related to power between the consumer and the organization. A number of advertisement place emphasis on visualization, while combining emotional techniques for the manipulation of consumers (Maronitis, 2007).
In the use of photos, colors play a significant role in manipulation of ads, as there is an attachment of emotions and meanings that is same as images and words. A number of techniques are used for guidance of trance state for the transition of behaviour, by the patter of gap in complete uncertainty, utilization of artificial words, and perseveration (Bree, 1997). Since the last 45 years, Coca Cola has been using the most manipulative and sophisticated techniques of advertisement for convincing adults and children that is a drink promoting disease, making them feel fuzzy and warm inside.
Question 4.
Images in advertisement play a significant role in swaying the opinion of public. When considering images that impact, audience may be convinced to take decision of purchasing a service or a product while ensuring the delivery of information to the audience.
When impact is involved, there variables such as emotional response and environmental responsibility. Though independent, these variables are highly dependent on the buying behaviour of consumer. On the other hand, in case of influence, the key purpose of pictures is to directly affect the buying behaviour of consumer (Baffoe, 2012).
These pictures have been identified as destabilization tropes or contradictory associations. Being a metaphor, advertisements are known to be possessing strong powers of persuasion. Hence, it can be stated that impact can be considered as the effect of something on someone, while influence is how such an effect results in motivating other for taking some type of action.
Question 5.
Media can be considered as manipulative in each and every sense, such as by overt and covert propaganda of government and professional public relations disseminating propaganda in the form of news (Baffoe, 2012). These are more often identified as credible sources of news that intentionally or unintentionally push propaganda and agendas of politics. The integrity and quality of reporting on television has a significant impact on the ability of public for evaluating everything from the products for consumer to government policies and medical services (Samuel, 2013).
In tracing the history of images, all across the Western culture and history of visualization, people did not encounter the pictures as they have in the current era. There is a ubiquitous effect of pictures almost everywhere. When considering the unlimited accessibility of pictures, its meaning and effect, it is well justified for explaining social effects of pictures awash in current media, by using the concept of democracy.
Discussion Board
As mentioned by Miller, “The totality of sights is, finally, blinding, for the images that work as provocation actually repel the careful gaze. Our only recourse is to seek out those exceptions that are really worth it and give them the attention they deserve.”
In the current era, the triumph regarding visual picture is everything but total. There has been a disembodying of different types of sensory experience, brilliantly repackaged and broken down for immediately consuming the information (Maronitis, 2007).
Music is also the same. As there has been a rise of MTV, the joys of pop and roach and country and soul have ended up becoming extremely televisual in comparison with the aural. And hence, can be considered as less physical. There can be an emotionally destructive event in a picture shattering ones current reality or experience (Bree, 1997).
There may be a dramatic shift in one’s inner reality to an extremely expansive and loving one. In any way, there is a choice to make. Either one has the choice of making change in the inner life or outer life and thus, end up remaining the same, or there is a choice of waking up and modifying the life that is different from the rest. One visual image that had a significant impact on my life, changed my perception towards the environment.
The internet has been moving in a fraction of seconds, while there can be fixing of mistakes faster than printing of retraction. It is extremely important for knowing the reader, the consumer and the product, for the creation of image appropriately. I am a very creative person and I reach the maximum end of my thought process, while editors can be seen pulling back advertisers. I believe in making second guesses and self- editing.
A number of images that created discomfort among people in the past are not even disruptive or disturbing anymore. Some images tend to affect the morality of public, while others may not have any impact. The public is not fascinated or affected by violently sickening images of war, but show more interest in image of celebration and joy as they turn out to be iconic as hostility ended. One can consider being pushed beyond the convention, while reaching the strongest visuals and impact as far as it is possible. Such powerful images are not only incorporated with torturous effect, but also the message being delivered.
The image depicts the exposure of post- consumer bottles to light of ultraviolet before recycling severely effects visual attributes and physical properties of the next generation. I have always been aware that intrinsic viscosity, haze and yellowing are significant attributes providing challenges in the use of rPET as well as virgin material (Ahmad, 2013). These pictures have been identified as destabilization tropes or contradictory associations.
Being a metaphor, advertisements are known to be possessing strong powers of persuasion. Hence, it can be stated that impact can be considered as the effect of something on someone, while influence is how such an effect results in motivating other for taking some type of action.
Media can be considered as manipulative in each and every sense, such as by overt and covert propaganda of government and professional public relations disseminating propaganda in the form of news. These are more often identified as credible sources of news that intentionally or unintentionally push propaganda and agendas of politics (Baffoe, 2012).
Considering the above picture, it can be stated that it can be considered as a credible source for the sense of sustainability and environment protection. Advertisement, specifically for such sensitive aspects, are known to having a powerful impact on how we think and we see certain elements of the society and the environment.
Such thoughtful images have a specific influence on the perception of younger generation towards the use of plastic. Such images also end up sending messages to the general population who are not aware of the severe consequences of using plastic (Bree, 1997).
I was amazed that even though all brands are aware of these consequences, why do major brands such as Coca Cola and Pepsi still sell their unhealthy products in unhealthy packaging? This is mainly because this is what the general public is purchasing and expecting. Since the last 45 years, Coca Cola has been using the most manipulative and sophisticated techniques of advertisement for convincing adults and children that is a drink promoting disease, making them feel fuzzy and warm inside (Maronitis, 2007). In the use of photos, colors play a significant role in manipulation of ads, as there is an attachment of emotions and meanings that is same as images and words.
The integrity and quality of reporting on television has a significant impact on the ability of public for evaluating everything from the products for consumer to government policies and medical services (Samuel, 2013). This integrity and quality has to be enhanced for spreading awareness about the dangerous consequences of using plastic in different forms, whether bottles or packaging. I have stopped using plastic as it will just promote plastic. This picture changed my perception towards my own expectations, and I was able to compare my expectations with the needs of environment and other living beings.
References
Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.
Baffoe, M. (2012). Projecting their own images: The role of the Black ethnic media in reconstructing the identities and images of ethnic minorities in Canadian society. Journal of Alternative Perspectives in the Social Sciences, 5(1), 28-52.
Bree, J. (1997). The impact of children's affective reactions elicited by commercials on attitudes toward the advertisement and the brand.International Journal of Research in Marketing, 14(3), 207-229.
Maronitis, K. (2007). Threat and defence: Diaspora and the creation of ethnoscapes. In Inter: A European Cultural Studies: Conference in Sweden 11–13 June 2007 (p. 387).
Samuel, M. (2013). Headlines in newspaper editorials: A contrastive study. Sage Open, 3(2), 1-10.
