Summary Visual Literacy Notes

VISUAL LITERACY
[Analysing cartoons and advertisements]
**Go over adverts and cartoons

PURPOSE [Can be a combination of the below]
 TO ENTERTAIN
E.g., Nando’s- Get you to engage with the advert by making you
laugh

 TO INFORM
E.g., Free Wi-Fi - To understand that if you want free Wi-Fi, come to our
restaurant for a free service and then you can buy from us

 TO PERSUADE
E.g., Colours can be used

 In addition, the purpose of an advert will always be to get YOU to
interact with the brand – to buy, consume, subscribe, like, talk
about.
 The more you are engaged with the product – the more likely you
are to buy into the product
 Awareness around the brand

ELEMENTS OF AN ADVERTISEMENT
[Image and text work together to create a singular message to the
consumer/reader]
 LOGO
 Brand identifier
 Symbol
 Associate the brand with the logo whenever we see it
 SLOGAN
 Remain constant throughout advertising campaigns
 Keep slogan consistent and the same so you can build the brand
recognition
 Copy
 Any text or writing on an advertisement
 Will change according to the theme and style of the advertisement
trying to produce
 Gives us information
 Image
 Using cinematic techniques
 Find out the message they are trying to portray using the image

ADVERTISING TECHNIQUES
1. Reading Paths & Focal Point
 Used to direct your attention/gaze