Communication class

The Visual World 2021S

COMM 2022

Visual Analysis Video Presentation Assignment

Assignment Value 25% Total Mark: /80

Purpose:

Students display a command of the tools and techniques of visual communication by applying

several (at least 6) of the 9 steps and some (at least 2) of the 6 perspectives to produce a clear

and compelling analysis of an image of their choice. This assignment will be done in video form

using Power Point and One Drive for the purposes of communicating their work and then

downloading for viewing by their professor. The tools and techniques we have learned are the

building blocks of virtually all information communicated visually, and their importance cannot

be understated. The visual analysis assignment is done individually.

Instructions

1) Choose one (1) image, of your choice, and apply the tools and techniques involved in

the visual analyzing of a visual image. These have been taught throughout this course.

Provide a good, clear and coloured copy of your visual image in your opening power

point slide. There should be additional parts of your visual image placed into your power

points as they pertain to specific preliminary steps or perspectives. Be sure to select an

image that is complex enough to allow you to apply the steps and perspectives we

have covered in class up until this assignment. These are listed below.

Steps Perspectives

Composition – Rule of Thirds, Balance, Harmony, Rhyme Personal

Visual Cues – Colour, Form, Depth, Movement Historical

Sensory Theory – Gestalt - Proximity Ethical

- Similarity Cultural

- Common Fate Technical (if

available)

- Continuity/Continuation

- Closure

Perceptual Theory – Semiotics - Iconic signs

- Indexical signs

- Symbolic Symbols

The Visual World 2020S Visual Analysis Assignment

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Perceptual Theory – Cognitive Elements:

- Memory - Projection - Selectivity - Habituation - Salience - Dissonance - Culture - Expectations

Purpose:

Identify what the purpose of your chosen visual image is. You may want to include a

chosen theme from the choices below, to help explain the purpose of your visual image.

2) The visual image you choose to analyze should have at least one (1) of the themes/topics, or

issues listed below. In your video visual analysis you will need to explain how your visual

image is an image related or connected to your chosen theme/topic. Be sure to fully describe

the purpose of your visual image as it is related to the theme you also chose for the image.

1. Environmental concern 2. Stereotypes

3. Economic 4. Social/Cultural

5. Equality 6. Political

7. Technology 8. Historical

Purpose/Meaning of Your Visual Image

3) Refer to the marking scheme to ensure that your image includes the specific

criteria being marked. If the marking scheme shows that a particular visual image

is being evaluated, make sure your visual image includes those elements.

Feel free to speak to all other steps and perspectives (as outlined in this assignment) that

your visual image possesses, so as to convince the viewer that you have a good grasp of

visual analysis as it pertains to your selected visual image.

Be sure to critique your chosen visual image so that you are sure that it meets all the

criteria items shown in the marking scheme.

4) It is strongly suggested that immediately after your visual image is shown on your first

power point, that your next slide includes a ‘Content List’ to introduce your work and

show the steps and perspectives you intend to cover. Your professor should be able to

quickly ascertain what will be covered in your video presentation. (A short verbal

synopsis is suggested).

The Visual World 2020S Visual Analysis Assignment

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Your image must have at least 2 of the perspectives listed on the first page. It also

must have at least 6 of the preliminary steps from the list .You should show the

heading of the step or perspective as well as the subheadings chosen within the headings

on that first slide after you show your image. See the example set up on page 3.

Example of your Content List:

CONTENT LIST

Heading: Colour:

Sub-headings: a) Objective Method

b) Comparative Method

Heading: Depth

Sub-headings: Size

Space

Interposition

**** Be sure to choose a visual image that allows you to maximize the

analyzing of the image. **** A COPY OF THE VISUAL IMAGE

SHOULD APPEAR ON EVERY POWERPOINT SLIDE OF YOUR

VIDEO PRESENTATION. This will allow your professor to see the part

of the visual image you are referring to in your step or perspective

analysis.

5) Apply, to the image, the steps and perspectives you see in your chosen visual image and

provide a complete and detailed critical analysis. This assignment draws together many of the

tools and techniques that have been covered in class this semester. Make sure it includes the

required steps and perspectives you want your professor to mark.

The Visual World 2020S Visual Analysis Assignment

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6) Your Video Visual Analysis Presentation Assignment will:

- be 10-12 minutes in length

- use Power Point slides which include a copy of the image in EACH SLIDE

- provide a high quality colour copy of your image

- allow your professor to hear you and see your Power Point slides as you progress

through your video assignment. For the best visual analysis video of your work, your professor

must be able to see your power point presentation slides and hear you while you present

your power point slides and their bulleted information . It would be excellent to be able to

see you, the presenter, actually presenting the information in your visual analysis video

presentation.

- prioritize the most relevant and applicable tools and techniques while ensuring that sources

used in creating your presentation (including the image itself) are cited and referenced

accurately and with care. **** (APA format is expected) ****

- include a CONTENT LIST as the first slide presented after your PP visual image

- include a final slide of REFERENCES at the conclusion of your presentation

The Visual World 2020S Visual Analysis Assignment

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You may use information from ‘credible sources’ to support your analyzed points but be sure to

cite those using proper APA formatted citations in the slide that they appear in.. Your

‘Reference List’ (last slide of your assignment) should show your professor what sources you

used in your analysis.

*** You must include some in-text citations in your power point

slides because they will add additional credibility to your analysis of

your visual image. *** You need to be able to substantiate the points

you are making and give credibility to what you are saying in the

analysis on you visual image by showing some in-text citations in

your power point slides. *** Marks will be lost for no citations.

7) Your visual analysis should be your own interpretation but supported by cited sources.

8) Upload your PowerPoint presentation to One Drive located in the Assignments area in Black

Board.

READ ALL STEPS CAREFULLY BEFORE YOU UPLOAD

YOUR PRESENTATION.

YOUR VIDEO VISUAL ANALYSIS PRESENTATION

ASSIGNMENT WILL NOT LOAD PROPERLY IF YOU

MISS ANY OF THE STEPS OUTLINED IN ONE DRIVE. BE

CAREFUL TO COMPLETE ALL STEPS.

PLEASE NOTE:

DO NOT READ FROM A PREPARED SCRIPT OR RIGHT OFF OF THE

POWER POINT SLIDES. PLEASE PRESENT YOUR INFORMATION!

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Marking Scheme: Total Assignment Mark: /80

Presentation : organization

⬜ each slide presented shows the visual image for continuity

⬜ professional appearance (video is clear and follows in sequence

⬜ includes all required parts of the assignment

⬜ Content List uses headings and subheadings which clearly and accurately

indicate important sections

⬜ visual image is a good size and in colour

⬜ APA reference is provided

/10

Marking Scheme: (continued)

Image

⬜ excellent quality

⬜ analysis is distinct, compelling, and shows initiative and thoughtful

reflection

⬜ identifies all themes (topics, concerns, challenges) which are present in the

image

⬜ all components were identified and were fully discussed in the analysis

/15

Theme, topic, concern

⬜ theme is clear

⬜ theme/issue is contemporary, relevant, and significant

⬜ theme/issue was clearly identified and fully discussed

⬜ a relevant connection was made between the visual image and the

topic/issue itself (Why is this image important?)

/5

9 steps

⬜ all appropriate steps were chosen which relate to the image and content list

(minimum 6)

⬜ composition

⬜ visual cues (colour, form, depth, movement) (2 minimum)

⬜ visual theories – semiotic signs and symbols

⬜ perceptual theory - cognitive elements

⬜ sensory theory – Gestalt theory

⬜ purpose of the visual image – connection between the image and the

topic/issue

⬜ comments on the overall aesthetics of the visual image

/15

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3 perspectives

⬜ all appropriate perspectives were chosen which relate to the image

(minimum 3)

⬜ chosen perspectives are identified and made easy to understand

⬜ ethical

⬜ historical

⬜ cultural

⬜ technical

⬜ relevant perspectives were chosen, prioritized, and were easy to understand

/15

Critical analysis: conclusions, assessment

⬜ strong, clear introduction and conclusion

⬜ relevant background information is provided

⬜ importance of the image is made clear

⬜ refers to concrete examples from the image

⬜ analysis uses credible resources where necessary

⬜ a cogent critique (including a justification) of the image is provided

⬜ in-text citations were used to substantiate and justify the students analysis

points

/15

APA style

⬜ APA format used throughout

⬜ headings and sub-headings used appropriately

⬜ all in-text citations were provided where necessary

⬜ reference for the student’s chosen visual image is from a credible source

⬜ reference list appears on the last slide of the assignment

/5