Visual Literacy

Okay so I'll be brutally honest, I completely forgot about this brief (despite it being tacked to my wall) until Lindsey reminded me that it was due in tomorrow, so, oops. I'll do what I can and probably build on it if it turns out a bit shit.

So let's get started!

Visual Synechdoche

This term is applied when a part is used to represent the whole, or vice versa. Quite simple, the main subject is substitued for something that is inherently connected to it. This substitution only works if what the synechdoche represents is universally recognized and understood, rather than taken at face value for it's literal meaning. The ability to refer to a group of a class of objects through a visual device enables a designer to convey an idea in a clean and unfettered manner.

Class example: The Statue of Liberty to represent New York City.

My Example:

The super hero of the Marvel comic books and God, The Mighty Thor. While not universally recognised and understood, within the context of comic books and Gods, this character is well known, and those who know of him also know of his trademark weapon, the Hammer of Thor. The character himself has been substituted for the image of the Hammer almost alone in the image, well known enough that he doesn't even have to be in the image for people to know who the image is about.

Visual Metaphor

A visual metaphor is used to transfer the meaning from one image to another. Although the images may have no close relationship, a metaphor conveys an impression about something relatively unfamiliar by drawing a comparison between it and something familiar.

Class example: The Big Apple as a metaphor for New York City.

My example(s): Saying somebody is a wet blanket as a metaphor for being dull.

This image has depicted the earth as the yolk of a frying egg as a metaphor for global warming and how the earth is getting too hot. I think that this works brillianted, and it's very visually appealing. It does exactly what it says on the tin.

Visual Metonym

A visual metonym is a symbolic image that is used to make reference to something with a more literal meaning. For example, a cross might be used to signify the church. by way of association the viewer makes a connection between the image and the intended subject. Unlike a visual synechdoche, the two images bear a close relatiionship, but are not intrinsically linked. And unlike visual metaphors, metonyms do not transfer the characteristics of one image to another.

Class example: Yellow cabs used as a metonym for New York City. Yellow cabs are used in cities all over America, but we automatically associate them with New York City.

My example(s): Bagettes to represent France. Pizza to represent Italy.

Absolut Vodka company love to make their adverts where more often than not, the product isn't even featured in the image at all, but instead something that looks like the shape of the bottle, which makes the viewer think of the product. Absolut Geneva refers to swiss watchmaking, and the product of substitured for a small piece of the watch that is the shape of the bottle. I love Absolut adverts.

Anyway, I hope that about covers it for now!

HJ x