Visual Literacy

Colour Capture Attention and make the picture stand out Establish a particular mood, and evoke feelings Different Colours represent different ideas (i.e. red may represent danger; blue may represent sadness)

Font/Font Larger and Bolder fonts emphasize certain words This creates a particular impression about the product and captures attention May entice you to read the rest of the words

Size of Objects (Scale) Sizing is an attention getting tactic that is meant to draw your eyes to an object The image that is most important will most likely be that which is largest

Facial Close-ups Faces are used to show emotions The expression on the model’s face is the emotion that the advertiser wants you to feel (i.e. A smiling, excited child with a toy product is meant to imply that you too will be that happy if you buy the product)

Punctuation !?,…!!””;;! Exclamation points (!) and Question Marks (?) are used to capture attention and make you want to continue reading an ad or poster Questions make an ad appeal to us more personally (Do you want to look like a star???) Exclamation points make something seem more exciting and urgent (Don’t delay, call now!!!!)

Contrast Contrast means the use of opposites (large v.s. small; black vs. white; tall v.s. short) to focus your attention on a particular object or idea

Transfer (Setting) Showing a product in a particular setting (time, place, and circumstances) is intended to make us feel a certain way Advertisers hope that we will transfer our good feelings about the setting we see to the product that is being advertised (i.e. An ad for Brand Name sneakers may show an athlete winning a game in a gymnasium. It likely wouldn’t show him using these sneakers to rake the leaves in the backyard, even though they may be good for that as well.)

Other Objects/Images We are meant to associate our feelings about other images shown in an ad with the product that is being sold (i.e. An ad selling a sports drink may show a volleyball. This is meant to suggest that drinking the product will improve our game.)

Pointing (Focal Point) Also referred to as “Vantage Point” Objects and light are aligned to point to an object Arrows or pointing fingers may be used to help you focus your attention Pointing to the package may help you remember what a product looks like in a store

Audience The target audience refers to those people who would be most likely to buy and enjoy the product being sold (i.e. Toy commercials are geared toward children. Computer commercials are often geared toward young adults. Life insurance commercials are often geared toward older people.)

Slogan Most advertisements use a catchphrase or slogan which becomes associated with the product (e.g. Nike: Just Do It. L’Oreal: Because You’re Worth It. The best part of waking up is Folgers in your cup!)