Contents
Visual literacy techniques............................................................................................................... 1
Visual Elements.......................................................................................................................... 1
Verbal Elements......................................................................................................................... 2
Techniques of humour................................................................................................................ 2
Advertisements and Cartoons.................................................................................................... 5
1. "I" – Authenticity:............................................................................................................... 9
2. "We" – Inclusivity vs. Exclusivity:........................................................................................ 9
3. "They/Them" – Separation and Distance:.........................................................................10
4. "You" – Conversational and Direct:................................................................................... 10
5. "One" – Universal and General:........................................................................................ 10
Page 0 of 14
, Visual literacy techniques
25 marks
Visual Elements
1. Colour:
o Consider how contrasting colors draw attention or create
focus. For instance, a bright color against a dull background
can make an element stand out.
o Look for color symbolism (e.g., red for danger, blue for calm).
Consider how color contributes to the overall tone of the text.
o How does the use of color influence the mood of the visual
text? What emotions are evoked by the color scheme?
2. Font (Typography):
o Consider the consistency or variation in font types. Mixed
fonts may suggest diversity or contrast.
o Examine whether the font style matches the content's tone
(e.g., playful fonts for humorous content).
o How does the choice of font contribute to the message's
effectiveness? What is the impact of bold or italicized text?
3. Foreground & Background:
o Think about how the background might provide context for
the foreground. For example, a chaotic background could
reflect a character's state of mind.
o Pay attention to the details in the background and how they
complement or contrast with the main focus.
4. Lighting:
o Look at how light and shadow are used to highlight or
obscure elements. This can create tension or direct attention.
o Identify the source of light and its direction. Consider how it
affects the perception of the subject.
5. Facial Expressions & Body Language:
o Consider the interaction between characters through their
expressions and gestures. Look for subtle cues like clenched
fists or averted eyes.
o Observe how facial expressions align with or contradict the
text’s message. Body posture can suggest dominance,
submission, or openness.
6. Proxemics:
o Analyze how the physical distance between figures conveys
their relationship or social hierarchy.
o Notice whether figures are close together or far apart, and
what that implies about their relationship.
o What does the spatial arrangement of the figures suggest
about their interaction? How does the use of space influence
the viewer's perception?
7. Repetition:
o Analyze the repeated elements and their purpose, whether to
reinforce a point or to create a rhythm.
o Look for patterns in the language or visuals that emphasize a
theme or idea.
1
, o What effect does repetition have on the reader/viewer? How
does it reinforce the message?
Verbal Elements
1. Figurative Language:
o Explore how figurative language adds depth or layers to the
visual text. Consider the connotations of metaphors and
similes.
o Identify any underlying meanings or symbolic references in
the language used.
o How does figurative language enhance the meaning of the
verbal text? What is the impact of a particular metaphor or
simile?
2. Emotive Language:
o Look for words that are charged with emotion and analyze
their purpose in the text.
o Assess how emotive language manipulates the audience’s
feelings.
o What emotional response is the text trying to evoke? How
does the choice of words affect the tone?
3. Humour:
o Consider the type of humor used (e.g., dark, dry, slapstick)
and its effectiveness in conveying the message.
o Examine how humor may be used to criticize, mock, or
lighten the tone.
o How does humor contribute to the effectiveness of the visual
text? What is the purpose of the irony or satire used?
Techniques of humour
Satire
Satire is the use of humor, irony, or exaggeration to criticize or
mock individuals, organizations, or societies with the aim of
provoking change, educating, or entertaining.
Example: A cartoon showing a politician with an oversized wallet
filled with cash while claiming to fight corruption.
This example uses humor to highlight the politician's hypocrisy. It’s
effective because it makes the issue of corruption more relatable
and engaging through exaggeration and irony, prompting the
audience to think critically about the politician’s actions.
Puns
Puns are a clever play on words where a word or phrase with
multiple meanings is used to create humor.
Example: A headline that reads, "Time flies like an arrow; fruit flies
like a banana."
This pun plays on the dual meanings of "flies" and "like," creating
humor through wordplay. It grabs attention by being witty and
memorable, making it effective in catching readers' interest and
making the headline stand out.
2
Visual literacy techniques............................................................................................................... 1
Visual Elements.......................................................................................................................... 1
Verbal Elements......................................................................................................................... 2
Techniques of humour................................................................................................................ 2
Advertisements and Cartoons.................................................................................................... 5
1. "I" – Authenticity:............................................................................................................... 9
2. "We" – Inclusivity vs. Exclusivity:........................................................................................ 9
3. "They/Them" – Separation and Distance:.........................................................................10
4. "You" – Conversational and Direct:................................................................................... 10
5. "One" – Universal and General:........................................................................................ 10
Page 0 of 14
, Visual literacy techniques
25 marks
Visual Elements
1. Colour:
o Consider how contrasting colors draw attention or create
focus. For instance, a bright color against a dull background
can make an element stand out.
o Look for color symbolism (e.g., red for danger, blue for calm).
Consider how color contributes to the overall tone of the text.
o How does the use of color influence the mood of the visual
text? What emotions are evoked by the color scheme?
2. Font (Typography):
o Consider the consistency or variation in font types. Mixed
fonts may suggest diversity or contrast.
o Examine whether the font style matches the content's tone
(e.g., playful fonts for humorous content).
o How does the choice of font contribute to the message's
effectiveness? What is the impact of bold or italicized text?
3. Foreground & Background:
o Think about how the background might provide context for
the foreground. For example, a chaotic background could
reflect a character's state of mind.
o Pay attention to the details in the background and how they
complement or contrast with the main focus.
4. Lighting:
o Look at how light and shadow are used to highlight or
obscure elements. This can create tension or direct attention.
o Identify the source of light and its direction. Consider how it
affects the perception of the subject.
5. Facial Expressions & Body Language:
o Consider the interaction between characters through their
expressions and gestures. Look for subtle cues like clenched
fists or averted eyes.
o Observe how facial expressions align with or contradict the
text’s message. Body posture can suggest dominance,
submission, or openness.
6. Proxemics:
o Analyze how the physical distance between figures conveys
their relationship or social hierarchy.
o Notice whether figures are close together or far apart, and
what that implies about their relationship.
o What does the spatial arrangement of the figures suggest
about their interaction? How does the use of space influence
the viewer's perception?
7. Repetition:
o Analyze the repeated elements and their purpose, whether to
reinforce a point or to create a rhythm.
o Look for patterns in the language or visuals that emphasize a
theme or idea.
1
, o What effect does repetition have on the reader/viewer? How
does it reinforce the message?
Verbal Elements
1. Figurative Language:
o Explore how figurative language adds depth or layers to the
visual text. Consider the connotations of metaphors and
similes.
o Identify any underlying meanings or symbolic references in
the language used.
o How does figurative language enhance the meaning of the
verbal text? What is the impact of a particular metaphor or
simile?
2. Emotive Language:
o Look for words that are charged with emotion and analyze
their purpose in the text.
o Assess how emotive language manipulates the audience’s
feelings.
o What emotional response is the text trying to evoke? How
does the choice of words affect the tone?
3. Humour:
o Consider the type of humor used (e.g., dark, dry, slapstick)
and its effectiveness in conveying the message.
o Examine how humor may be used to criticize, mock, or
lighten the tone.
o How does humor contribute to the effectiveness of the visual
text? What is the purpose of the irony or satire used?
Techniques of humour
Satire
Satire is the use of humor, irony, or exaggeration to criticize or
mock individuals, organizations, or societies with the aim of
provoking change, educating, or entertaining.
Example: A cartoon showing a politician with an oversized wallet
filled with cash while claiming to fight corruption.
This example uses humor to highlight the politician's hypocrisy. It’s
effective because it makes the issue of corruption more relatable
and engaging through exaggeration and irony, prompting the
audience to think critically about the politician’s actions.
Puns
Puns are a clever play on words where a word or phrase with
multiple meanings is used to create humor.
Example: A headline that reads, "Time flies like an arrow; fruit flies
like a banana."
This pun plays on the dual meanings of "flies" and "like," creating
humor through wordplay. It grabs attention by being witty and
memorable, making it effective in catching readers' interest and
making the headline stand out.
2
