Visual Literacy Task 1

1. Research

• Define the objects and characters used in ads.

Objects used in ads--The object as an epiphany or the "here I come" type, The self-sufficient object or the "here I am" type, and The object as a quality or the attribute type.

Characters used in ads--I'm looking at you type, You are looking at me type

• Give an example of how each primary and secondary color can be used.

The primary colors have some type of meaning like some show passion while others show passion or religon. Even secondary colors have meaning. IE- black can symbolize darkness, depression, etc.

• Explain each of the 4 shots used in ads.

Long Shot-A long shot shows at least the entire figure with enough space at the top and bottom of the frame so that the people do not appear cramped

Medium Shot-A medium shot shows the people from his and her waist to above the head.

Close Up-A close up shows only the head and shoulders of the couple.

Extreme Close Up- An extreme close up isolates only a portion of the person's head and is used for dramatic visual impact. This cinematic version of framing can be adapted to the needs of the still photographer, especially when planning a series of photographs.

• Explain the zones of a picture

A picture, a photo is a way of shaping out reality and framing it in a format. Each medium has a specific format. A format is a world in itself, it has an horizon, the top part is the sky and the lower part the earth. The upper is the spiritual zone, the lower the material one.

• What is Z-Reading?

It is what the eye catches first on an ad and then it tells how companies should make thier ads

2. Develop

This ad is for Columbian Coffee. I think they are trying to say that they now serve their coffee on their planes. They have a picture of a man and a donkey on a plane, which adds a little bit of humor.