Competency
Analyze and interpret perceptual elements of visual media communication to identify effective visual
messages.
Scenario
You have been hired by a large law enforcement agency to analyze the images used on advertising
billboards in both urban and suburban regions. The billboards visually display a new campaign message to
improve neighborhood safety.
During your analysis, you find that the images used on billboards in the urban areas are exactly the same
as the images used in the suburban areas. Both images show parents happily talking with law enforcement
officers while children run over green lawns having a fun balloon fight. You decide that these images are
not sending proper perceptual messages. You decide to create a visual analysis video for the law
enforcement agency to share with the administrationFor the video visual analysis, you realize you will need to find two new images that are quite different from
one another. One image will be used on the urban billboard, and the other image will be used on the
suburban billboard. In your video presentation, you will compare and contrast how each image utilizes the
following:
Compare and contrast the visual elements of cultural familiarity. Explain why it is important to use culturally
familiar visuals that are quite different in the urban and suburban billboard images. Include specific visuals
in your visual analysis.
Identify specific visual examples of the following cognitive elements: memories, experiences, and
expectation. Compare and contrast how urban and suburban viewers may be affected differently by those
specific cognitive visual elements.
Explain the difference between urban and suburban viewers’ emotionally engagement with each of the
billboard images.
Identify visual semiotic codes in both images: metonymic, analogical, displaced, and condensed. Discuss
the importance of using these codes. Include specific visuals in each part of your visual analysis.
As you outline your ideas for the video, you decide to record your verbal analysis while analyzing the two
visuals in less than seven minutes for added clarity.
Instructions
The presentation must include a visual and an audio recording using Screencast-O-Matic®, a free audio
recording software compatible with PC and MAC computers. Follow these instructions to download and use
this software to create your presentation.
Access the Screencast-O-Matic® homepage by clicking on the box in the upper right-hand corner titled,
“Sign Up” to create your free account.
Create a free account (be sure to write down the email and password created for account access.)
Once logged in, click on the “Tutorials” link at the top of the homepage and view Recorder Intros.
Create your presentation by clicking on the “Start Recorder” box.
Once finished recording click on the “Done” button.
Next, choose, “Upload to Screencast-O-Matic®”.
Select “Publish”.
Choose “Copy Link”.
Provide the “Link” by adding it to the deliverable dropbox.
contrast the visual elements of cultural familiarity. Explain why it is important to use culturally familiar
visuals that are quite different in the urban and suburban billboard images. Include specific visuals in your
visual analysis.
Identify specific visual examples of the following cognitive elements: memories, experiences, and
expectation. Compare and contrast how urban and suburban viewers may be affected differently by those
specific cognitive visual elements.
Explain the difference between urban and suburban viewers’ emotionally engagement with each of the
billboard images.
Identify visual semiotic codes in both images: metonymic, analogical, displaced, and condensed. Discuss
the importance of using these codes. Include specific visuals in each part of your visual analysis.