PURPOSIVE COMMUNICATION

Remote Learning Series 2020 – 2021

UNIT II - Module 4:
Visual Communication - Evaluating Types
of Visual Texts

Start It Right…
Read the Learning Outcomes of this Module.

At the end of the learning engagement, you should be able to:

1. explain what visual communication is,
2. evaluate various types of visual texts;
3. develop skills in understanding visual texts like print advertisements, photos, etc.,
4. participate in activities in analyzing content of various multimodal texts, and
5. appreciate the significance of evaluating visual texts at various levels/contexts of
communication.

Hook up and Share…

A. Spot the Difference. Make good use of your sense of sight. Circle or highlight
the differences between these two pictures.

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 Watch and Buzz…
Use the Internet and view the video presentation titled “Purdue OWL: Visual
Rhetoric” at [Link] Based on the content
of the video, write a summary of 75 – 100 words.

Summary

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Quick Response. Explain the importance of understanding visual rhetoric in your daily communication
habits/practices?

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 Show and Tell…
A. Do You See What I See? In one sentence, describe what you see in the picture.
First, describe what you immediately see at initial glance. Second, have a closer look
at each picture and describe what you see this time. No cheating. Have fun!

First look: _______________________________ First look: __________________________________

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Closer look: _____________________________ Closer look: ________________________________
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Quick Response: What do you feel about this activity? Does it help you realize something about your
visual communication? What is that realization?
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B. Reacting to the Text. Read and understand the proceeding article. Afterwards, answer the question
that follows.

Types of Text: Narrative, Expository, Technical and Persuasive

By Tasos Vossos Updated April 17, 2017

Texts can be grouped into categories based on their structure and purpose. These categories include
narratives, expository texts, technical texts and persuasive texts, which can be distinguished by
examining what the author's intent and how the author goes about achieving the intended result.
Knowing the features of each type of text allows you to choose the format that best suits your work.
Narrative Text
Narratives are accounts of past events, either real or fictional. A narrative essay, which tells about real
incidents, must have a clearly defined setting, characters, plot and point of view. It must include an
introduction, a climax and a conclusion. The author's purpose in writing a narrative essay is to
communicate an important lesson learned during the story -- such as the importance of knowing how to
swim when the author nearly drowned -- and not just recount past events.
Expository Text
The purpose of an expository text is to give information about a specific topic. It is not storytelling, but a
straightforward discussion of a topic, such as population increase in New England, the reasons behind it
and its effects. According to Professor Arnetha F. Ball of Stanford University, the author of an expository
text cannot assume that the reader has prior knowledge of the topic; therefore, the writer must use plain
language and an easy-to-follow structure.
Technical Text
The author of a technical text also has the purpose of explaining a specific topic, but a technical text's
language and structure distinguish it from other expository types. A technical text contains specific
terminology to address the text's issues and avoids colloquial terms, humor and critical language. In
addition, vague terms and figurative language have no place in a technical text, in which authors use
few, if any, interrogative sentences -- sentences that are questions and imperative sentences --
sentences that are commands.
Persuasive Text
The author of persuasive text tries to convince the audience of the validity of the author's opinion. This
type of text can employ a number of different persuasive methods. These techniques include the use of
rhetorical questions, repetition, emotive language, exaggeration, addressing the readers directly and
using facts as a means of backing up a point. The writer must mention the issue clearly and must
express an opinion on it explicitly.
How do the four types of text differ from one another?

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C. News Report Writing. Assume you are a news writer-reporter on ABC News that goes on air daily at
6 PM. Write a straight-to-the-point news report based on the data in the graph that follows.

My News Report
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D. What is your Theory? Study the picture that follows and tell whether the person was murdered or
committed suicide. Explain your educated hunch.

My Theory

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E. Compare and Contrast. Study the excerpt from a plain text online article and the infographic about
aerosols’ role in Covid-19 transmission. Then point out the similarities and differences in the two
formats of presentation of information about the topic. Use the Venn diagram at the end of the excerpt
to show your output. Answer also the questions that follow.

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Aerosols may play a Larger Role in COVID-19 Transmission than Previously Thought
An Excerpt from PBS News Hour Updated on Jul 10, 2020
By Byron Erath, Andrea Ferro, and Goodarz Ahmadi

Editor’s note: On July 9, the World Health Organization acknowledged that coronavirus could potentially
be spread through the air under certain conditions.
When someone coughs, talks or even breathes, they send tiny respiratory droplets into the surrounding
air. The smallest of these droplets can float for hours, and there is strong evidence that they can carry
live coronavirus if the person is infected.
The risk from these aerosols isn’t currently incorporated into the World Health Organization’s formal
guidance for nations, though. The WHO suggests that the coronavirus is primarily transmitted by
coughing or sneezing large droplets into someone’s face, not a longer-term threat that can be floating in
the air.
After pressure from scientists, that may soon change.
This week, more than 200 scientists published an open letter to the WHO warning about airborne
transmission of COVID-19 via aerosols and urging the organization to recognize the risks. The WHO has
since acknowledged growing evidence of airborne spread of the disease, but it has not yet changed its
advice.
As professors who study fluid dynamics and aerosols, we believe it is important for people to understand
the risks and what they can do to protect themselves.

What is an aerosol and how does it spread?

Aerosols are particles that are suspended in the air. When humans breathe, talk, sing, cough or sneeze,
the emitted respiratory droplets mix in the surrounding air and form an aerosol. Because larger droplets
quickly fall to the ground, respiratory aerosols are often described as being made up of smaller droplets
that are less than 5 microns, or about one tenth the width of a human hair.
In general, droplets form as a sheet of liquid breaks apart. You’ve probably experienced this
phenomenon by blowing soap bubbles. Sometimes the bubble doesn’t fully form, but instead breaks
apart into many droplets.
Similarly, in humans, small sheets and strands of liquid – mucus – often stretch across portions of the
airway. This most often occurs in locations where the airway opens and closes again and again. That
happens deep within the lungs as the bronchioles and alveolar sacs expand and contract during
breathing, within the larynx as the vocal folds vibrate during speech, or at the mouth, as the tongue and
lips move while talking. The airflow produced by breathing, speaking and coughing breaks apart these
sheets of mucus, just like blowing the soap bubble.
The size of the droplets varies based on how and where they are produced within the airway. While
coughing generates the largest quantity of droplets, research has shown that just two to three minutes of
talking can produce as many droplets as one cough.
Droplets that are smaller than 5 microns can remain suspended in the air for many minutes to hours
because the effect of air drag relative to gravity is large. In addition, the water content of virus-carrying
droplets evaporates while they are airborne, decreasing their size. Even if most of the fluid evaporates
from a virus-laden droplet, the droplet does not disappear; it just becomes smaller, and the smaller the
droplet, the longer it will stay suspended in the air. Because smaller diameter droplets are more efficient
at penetrating deep into the pulmonary system, they also pose a much greater infection risk.
The WHO guidelines suggested that the virus RNA found in small droplets wasn’t viable in most
circumstances. However, early research on the SARS-CoV-2 virus has shown that it is viable as an
aerosol for up to 3 hours.
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 Infographic Plain Text

Questions:
1. Considering the comparison and contrast shown above, which content format between infographic and
plain text is more advantageous in communicating messages? Why?

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2. No matter what we do with graphics, as researchers Griffin and Stevenson point out: Words remain
important. Explain your agreement or disagreement on their idea.

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 Plug in and Chat…
Interactive Lecture. Participate in the discussion of the key concepts about varieties
and registers of spoken and written language.

WHAT IS VISUAL COMMUNICATION

From [Link] 2020
Visual communication is something that can be achieved through sight. It can be anything like eye
contact, map, chart, facial expression, signals, and poster. You can also include the graphics, books,
animation, illustration, painting, interactive web design, advertising, and the short film. All these come
with a message in a beautiful way. These can be more impressive than the words.
Definition of Visual Communication
Visual communication is a way of the communication that people get through the reading or seeing. As
mentioned earlier, it can be anything that shows a message. It expresses an idea and gives a piece of
information with the use of the different signs, gestures, postures, and anything that can be expressible.
It comes with an impressive power to inform and educate a person or groups. Just imagine while driving
on an unknown road, we keep asking the people about the destination. But if you have a medium of
visual communication like a map, you can simply find out the way without any help. You can say that
visual communication can be anything that expresses the things in a beautiful and understandable
manner. People rely more on the different forms of visual communication than the verbal communication
as they get all the details with the signs and symbols.
History of Visual Communication
The history of visual communication can be traced back to a time when the writing was not invented.
During that phase, people were relying on the paintings preserved in the caves and rocks. It dates back
more than 40, 000 years ago. It was a part of the life of the people who were unknown to the writing and
alphabets. In brief, it can be said that visual communication is an integral part of the human existence.
Before the invention of the writing, people were relying on this traditional method of the communication to
communicate with each other.
The invention of the alphabets created a new history in the ear of communication. It really made easier
for the people to communicate with each other in a written way. After that, the books were being
published and then we entered into an area where many technologies are incorporated to make the
communication much easier than ever, this is the era of computer. In this area also, visualization has
also a great role to play.
In the history, you will get many signs of visualization. These were mostly available in the rocks and
caves. When Cro-Magnons arrived in Europe 40, 000 years back, they have bought sculptures, body
ornamentation, engravings, and many more things that reflect the origin of the visual communication.
They had also the paintings of the wild animals and many abstract paintings that reveal the thought
process of the human being of that period.
They also used the graphical symbols or the Ideograms to express their emotion. They used these
symbols to express a particular incident and to show any emotion. They were more comfortable with this
medium of the communication as they were not familiar with the alphabet and languages. They
communicated through the gestures, painting, signs, and symbols.
Conclusion
Visual communication is a good combination of words, pictures, photography, symbols, and signs. These
are more expressive and can be used both in the personal and professional levels. There are many
advantages of visual communication in business in the current world. In fact, now these mediums are
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widely used in different types of the industries. People are using these tools to promote their business
and to express their view in a unique and beautiful manner. It has been widely used in different
communication tools including traditional and modern. Moreover, you can start a career with this
communication medium and start to earn a huge due to its better-earning potential.

WHAT IS VISUAL TEXT?

Visual texts are images or pictures that don't move. They may or may not have words that add to the
meaning. Visual texts are texts that are mediated through film, video, advertising, gaming and the
Internet. The ability to interpret and make meaning from color, line, format, light, texture and shape is
important.
Types of Visual Texts
An advertisement is paid, non-personal, public communication about causes, goods and services,
ideas, organizations, people, and places, through means such as direct mail, telephone, print, radio,
television, and internet. An advertisement aims to change the thinking pattern (or buying behavior) of the
recipient, so that he or she is persuaded to take the action desired by the advertiser. When aired on radio
or television, an advertisement is called a commercial. (Business Dictionary)
A billboard is large outdoor advertisement (usually 12 feet x 25 feet) for which rent is charged according
to three factors: (1) the amount of traffic that passes its location, (2) its visibility, and (3) its size.
(Business Dictionary)
A poster is a large, usually printed placard, bill, or announcement, often illustrated, that is posted to
advertise or publicize something. (The Free Dictionary)
A painting the final work of product of the practice of applying paint, pigment, color or other medium to a
solid surface called the "matrix" or "support" (Merriam-Webster). The medium is commonly applied to the
base with a brush, but other implements, such as knives, sponges, and airbrushes, can be used. The
support for paintings includes such surfaces as walls, paper, canvas, wood, glass, lacquer, pottery, leaf,
copper and concrete, and the painting may incorporate multiple other materials, including sand, clay,
paper, plaster, gold leaf, and even whole objects.
A drawing is the art or technique of producing images on a surface, usually paper, by means of marks,
usually of ink, graphite, chalk, charcoal, or crayon. Drawing as formal artistic creation might be defined as
the primarily linear rendition of objects in the visible world, as well as of concepts, thoughts, attitudes,
emotions, and fantasies given visual form, of symbols and even of abstract forms. (Encyclopedia
Britannica)
A comic strip is a series of adjacent drawn images, usually arranged horizontally, that are designed to
be read as a narrative or a chronological sequence. The story is usually original in this form. Words may
be introduced within or near each image, or they may be dispensed with altogether. The comic strip is
essentially a mass medium, printed in a magazine, a newspaper, or a book. (Encyclopedia Britannica)
A cartoon is a type of illustration, sometimes animated, typically in a non-realistic or semi-realistic style.
The specific meaning has evolved over time, but the modern usage usually refers to either: an image or
series of images intended for satire, caricature, or humor; or a motion picture that relies on a sequence of
illustrations for its animation.
An infographic is “a visual representation of information or data” (Oxford English Dictionary). In
essence, an infographic is a form of visual communication meant to capture attention and enhance
comprehension ([Link]). It is a collection of imagery, charts, and minimal text that gives
an easy-to-understand overview of a topic. An infographic uses striking, engaging visuals to
communicate information quickly and clearly.
A meme is an amusing or interesting item (such as a captioned picture or video) or genre of items that is
spread widely online especially through social media (Merriam-Webster).
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 FORMAL VISUAL ANALYSIS: THE ELEMENTS AND PRINCIPLES OF COMPOSITION
From John F. Kennedy Center for the Performing Arts
Formal analysis is an important technique for organizing visual information. In other words, it is a strategy
used to translate what you see into written words. This strategy can be applied to any work of art, from
any period in history, whether a photograph, sculpture, painting or cultural artifact.
In any work of art, all of these elements and principles will be present, but some will be more obvious
than others. When engaging in formal analysis, students should select the elements they feel are most
strongly represented in the piece they are analyzing.
A good place to start formal analysis is to look at a work of art and take note of how your eye moves
around the object. Where does your eye go first, and why were you attracted to that part of the image?
What colors, textures, and shapes appear in the image? What did the artist include in the composition to
guide your eye or to direct your gaze to a certain part of the image?
The Elements
The elements of formal analysis are building blocks that can be combined to create a larger structure.
 Line is the most basic building block of formal analysis. Line can be used to create more complex
shapes or to lead your eye from one area in the composition to another.
 Value is the degree of light and dark in a design. It is the contrast between black and white and all
the tones in between. Value can be used with color as well as black and white. Contrast is the
extreme changes between values.
 Shapes are created when lines are combined to form a square, triangle, or circle. Shapes can be
organic (irregular shapes found in nature) or geometric (shapes with strong lines and angles such as
circles, triangles, and squares).
 Forms are three-dimensional shapes with length, width, and depth. Balls, cylinders, boxes and
pyramids are forms.
 Space is the area between and around objects. Increasing or decreasing the amount of space
around an object affects the way we view that object.
 Color differentiates and defines lines, shapes, forms, and space. Even black and white images have
a huge number of different shades of gray.
 Texture is the surface quality that can be seen and felt. Textures can be rough or smooth, soft or
hard. Textures are often implied. For instance, a drawing of a rock might appear to have a rough and
hard surface, but in reality is as smooth as the paper on which it is drawn.

The Principles
Notice how the following principles integrate the elements of formal analysis and build on one another.
 Balance is created in a work of art when textures, colors, forms, or shapes are combined
harmoniously.
 Contrast is the use of several elements of design to hold the viewer's attention and to guide the
viewer's eye through the artwork.
 Movement is the way a viewer's eye is directed to move through a composition, often to areas of
emphasis. Movement can be directed by lines, contrasting shapes, or colors within the artwork.
 Emphasis is created in a work of art when the artist contrasts colors, textures, or shapes to direct
your viewing towards a particular part of the image.

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  Pattern is the repetition of a shape, form, or texture across a work of art.
 Proportion is created when the sizes of elements in a work of art are combined harmoniously.
 Unity is created when the principles of analysis are present in a composition and in harmony. Some
images have a complete sense of unity, while some artists deliberately avoid formal unity to create
feelings of tension and anxiety.

HOW TO ANALYZE AN ADVERTISEMENT

By wikiHow Staff March 13, 2020
We are surrounded by advertising. Whether you’re watching television, reading a magazine, going to the
movies, or even browsing social media, you’re bound to see some ads. However, by analyzing what’s
included in an ad, such as the language, the imagery, the music, and the actors, you can begin to break
down the subtle processes ads use to persuade people to buy certain products and get a sense of how
the marketing strategies of advertisers work.
Evaluating Advertisements in Print Media
1. Determine who the target audience is for the advertisement. Use the context of the ad (e.g., what
type of magazine it’s in) to figure out who the advertisers are trying to persuade. This will help you
determine what sorts of beliefs or emotions the ad is meant to appeal to.
 For example, an ad that appears in Cosmopolitan magazine is probably meant to appeal to women,
while an ad featured in the newspaper is probably aimed at a wider general audience.
 Think about how a person from a particular demographic might respond to an ad targeted at a
different demographic, and why they might have a different reaction. This will help you to determine
some of the hidden social meanings that the ad is incorporating.
2. Examine what action or activity is taking place in the ad. This may be thought of as the
advertisement’s “plot” (e.g., a happy family going on a cruise). Consider what sort of significance the ad’s
plot has and how it makes you think about the product differently.
 For example, if an ad for a watch features a man wearing it while on a cruise with his family, you may
come to associate the watch with the excitement of going on a cruise and the positive feelings of
having a family.
 Note that the ad’s plot may not seem relevant to the product itself. This is an example of an
advertisement intentionally manipulating their audience’s feelings.
3. Consider what words are used in the text of the ad. Like with commercials, the words used in print
advertisements are meant to either inform about the product or manipulate the audience’s reaction to it.
Ask yourself why the particular words in the advertisement were chosen.
 Think as well about how the language in the ad describes the benefits of buying the product. For
example, does the ad say the product will make you happier, cooler, or sexier?
 The typeface used is also an intentional design choice. Ask yourself how you might react to the ad if
the words were printed in a different typeface and why that might be.
4. Analyze the images used in the ad. Images are just as important as text in print media
advertisements. Take note of what images are used in the ad to depict the product or to complement its
depiction.
 For example, ask yourself what sort of images of people or objects are included in the advertisement
and how these images influence your reaction to the product. Consider whether your reaction would
change if different people or objects were used.

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  If you’re analyzing the ad from an artistic perspective, you should also note which colors are used
and where in the ad those colors are placed. You may find there are certain colors that are matched
with particular emotional responses.
 The ad may feature images that reflect a certain lifestyle (e.g., a two-story home in a wealthy
neighborhood) and use these images to associate the product with particular values and beliefs in
your mind.
5. Think about the background and what sort of reaction it’s meant to elicit. Backgrounds are a
particularly subtle aspect of how advertisements influence people’s emotions. Pay attention to what sort
of background is used in the advertisement and how it might be influencing your reaction to the product.
 For example, a background of a sunny beach and palm tree might be trying to elicit feelings of calm
and relaxation, while a busy city street might bring to mind feelings of activity or people in motion.
6. Take note of how everything in the ad is spatially situated. Print advertisements are limited to a
certain amount of space, so the way that advertisers use that space is significant. Think about where
words and images in the ad are situated and what reaction that spatial organization is meant to cause.
 For example, an advertisement that seeks to leave its audience excited and energized about its
product might feature a large amount of overlapping words and images and leave very little blank
space in the ad.
 An ad with lots of empty space might want to make people think of feelings like “quiet” or
“understated.”
HOW TO ANALYZE A PHOTOGRAPH
From Understand Media 2020
Photographs are everywhere in today's society. From news articles to advertisements, we see
photographs used in many forms of media. It can be argued that a photograph isn't simply a moment
captured in time, but that it also has an intended meaning and hopes of an effect on its audience.
When most of us look at a photograph, we simply see the meaning on the surface. But photographs can
have deeper meanings. Photographers, just like writers and other artists, use a set of rules to convey
meaning in their work. They use the tricks of their trade to mean one thing on the surface, and mean
something completely different upon closer examination. As the saying goes, a photograph says a
thousand words.
Below are some things to consider when analyzing a photograph.

1. What does the camera angle tell us about the photograph? A low angle might make the subject
seem larger than reality, while a high angle makes the subject look very small.
2. What does the framing tell us about the photograph? What is the main focal point of the
photograph? How is the subject framed within the photo? A close-up might convey more power than a
wide shot might. What is in the background of the photograph, and does that background add to the
photo's overall message?
3. What does the lighting tell us about the photograph? Is the subject lit very brightly, giving the
impression of clarity and openness, or is the subject darkly lit, giving the impression of something
mischievous or devious going on? Is the lighting soft with barely any shadows, or hard with sharp
shadows?
4. What do the subject and its positioning tell us about the photograph? If there is more than one
subject in the photo, how do the subjects relate to each other? Do we see the entire subject, or only a
portion of it? If the subject is a person, is he/she looking at the camera or looking away? Is he/she
serious, happy, sad, or mischievous?

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 Clinch It Well…
Accomplish the assessment activity that follows. Then submit your output to your
instructor for evaluation and grading.

Name: ___________________________________ Section: _______ Date: _______ Score: ________

A. Expressing Opinion about Advertisement in Print Media. Answer the questions directed for each
of the advertisements.
If you have the money, would you buy this product?
What factors in the advertisement will persuade or
dissuade you?
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This ad for World No Tobacco Day compares two sides of a woman’s face to demonstrate the ravaging
effects of smoking. One side is young, fresh and bright; the other is aged, wrinkled and dull.

Who do you think was the audience for this image? What
can you learn from examining this image?
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This campaign called “Work Ache” for painkillers Aspirina Bayer features a stapler painted with a man
face down holding the sides of his head. It cleverly depicts how a headache can feel like you’re
hammering your head on the desk.
What action or activity is taking place in the ad? Do
you think this ad is effective in depicting its purpose?
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B. Giving Opinion about a Photograph.
Why do you think this image was made?
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C. Expressing a Feeling towards a Painting.
What emotion do you think Amorsolo wants
to elicit in his painting?
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(Painting by Fernando Amorsolo)
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D. The Poet in You. Draw inspiration from this visual text to compose an original quotation, anecdote or
poem. Use the space provided for your output.

E. Responding to Image. Study the cartoon that follows. Then write a reaction of 50 – 75 words based
on the message presented in the visual text.

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My Reaction

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References

Erath, B., Ferro, A., and Ahmadi, G. (2020, July 10). Aerosols may play a Larger Role in COVID-19
Transmission than Previously Thought. Retrieved from [Link]
aerosols-may-play-a-larger-role-in-covid-19-transmission- than-previously-thought

ezTalks. (2020). What is Visual Communication. Retrieved from [Link]

communications/[Link]

John F. Kennedy Center for the Performing Arts. (2019). Formal Visual Analysis: The Elements &
Principles of Composition. Retrieved from [Link]
to/from-theory-to-practice/formal-visual-analysis

OWL Purdue. (2013, January 1). Purdue OWL: Visual Rhetoric. Retrieved from
[Link]

Understand Media. (2020). How to Analyze a Photograph. Retrieved from

[Link]

Vossos, T. (2017, April 17). Types of Text: Narrative, Expository, Technical & Persuasive. Retrieved from
[Link]

wikiHow Staff. (2020, March 13). How to Analyze an Advertisement. Retrieved from
[Link]

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