1. MTD1 week 3 Communications theory typography Design principles

2. Sender – message - receiver

3. Real sender Sender – message - receiver

4. Dove – love yourself – women brand Unilever manufacturer Axe – attract women – men brand Sender – message - receiver

5. Unilever manufacturer Lever Bros. Margarine Unie Brooke Bond Ragu Pond’s Aqua-Net Cutex Nail Polish Vaseline Calvin Klein Cosmetics Faberge Suave Finesse Degree deodorant Best Foods Ben & Jerry’s Slim Fast Lipton Dove Axe Whatever you want to hear consumer

6. Typography: another way to send messages

7. calligraphy

8. 1847 1948 1851 mid 1920’s

9. Art deco – originated in 20’s, connoted elegance, glamour, functionality and modernity Chrysler Building, 1928-30

10. Perception: (Zettl) The eye is drawn by composition. Vectors, Lines, Weights of Image. Orientation.

11. Perception: (Zettl) Horizontal/Vertical Also Known as Landscape/Portrait. Portrait more dynamic, Horiz more tranquil. Why the screeen, iPad, Kindle orientations? How does this affect how they are read?

12. Perception: (Zettl) Figure/Ground

13. Applications Gaze Tracking Heatmaps – website http://www.youtube.com/watch?v=j5Pcp3iyuwk Graffiti Research Labs EyeWriter http://www.eyewriter.org/ http://www.youtube.com/watch?v=j5Pcp3iyuwk

14. Perception: (Zettl) Gestalt

15. Compositional ideas Aspect ratio Establishing (wide) shot MS, CU, ECU Stable/unstable (tilt, cant) Pull of frame edges Direction of gaze (nose room) Direction of motion (continuous or colliding)

16. Aspect ratio

17. Establishing shot

18. MS medium shot, CU close up

19. Stable Unstable

20. Pull of frame edges

21. Direction of gaze

22. Direction of motion

27. Mythologies - Barthes One thing the process of mythologizing does … is take phenomena that are cultural and historical and suggest they are natural Critique of the language of mass culture The images, events, and activities that surround us express an ideology (ies) – they are sign systems

28. “Collective representations” – film, television shows, objects, cultural practices, and the like, are sign- systems and therefore good subjects for semiological analysis. What semiology does is allow him to make detailed analyses of the process of mystification, of myth-making, that goes on, he argues, in bourgeois (capitalist) societies. Wrestling: ancient sport or modern spectacle?

29. Metaphors

32. In groups of 3 Find a media object – image or short video (less than 2 min.) that reflects or defines an American myth. (what myths come to mind? Success – what defines it “typical” nuclear family constitutes happiness the frontier we are what we: eat, drink, wear, drive, smoke …) and prepare a short summary of your discussion about it – why you chose it, what makes it successful, how one or more compositional elements affect our understanding of the image(s), what the essence of the myth is …