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Visual Analysis Paper

For your Final Visual Analysis Paper, review the feedback and grading on your Week 4 Thesis and Outline submission. Apply the feedback comments in your written analysis paper. This paper needs to be at least six pages in length using APA formatting; this length does not include images or the APA title/reference pages.

Be sure to substantiate your analysis ideas with quotes and information from at least four academic sources.

These four academic sources may include any of the following:

  • Robin Landa’s etextbook,
  • Additional readings located under each module, and/or      articles you find in our LLS – for additional help finding research      articles click here to      set an appointment.

In your final paper, remember to consider the effects the visual elements have on the viewers:

  1. Sensory Response – When       analyzing the viewer’s sensory response to a particular visual, it is       important to consider the visual elements that attract the eyes. Close       your eyes when considering a visual. When you open your eyes, what are       the first visual elements that you see? When analyzing a viewer’s Sensory       Response, you may consider analyzing at least two of the following       effects:
    1. Colors
    2. Lines
    3. Shapes
    4. Balance
    5. Contrast
  2. Perceptual Response – When analyzing a viewer’s perception of visuals,       it is important to consider the audience. Consider who is or is not       attracted to this type of visual communication. When analyzing a viewer’s       Perceptual Response, consider at least two of the following effects:
    1. Target audience specifics (age, profession, gender,        financial status, etc.)
    2. Cultural familiarity elements (ethnicity, religious        preference, social groups, etc)
    3. Cognitive visuals (viewer’s memories, experiences,        values, beliefs, etc.)
  3. Technical Response – When       analyzing a viewer’s response to certain visuals, we need to consider the       technical visual aspects that may affect perception. Describe how visuals       affect the interpretation of the intended media communication message.       Address specific technological elements that impact perception. When       analyzing the Technical Response, consider the Laws of Perceptual       Organization (similarity, proximity, continuity, common fate, etc), and       at least two of the following types of visuals:
    1. Drop-down menus
    2. Hover-over highlighting
    3. Animations
    4. Quality of visuals
  4. Emotional Response –       When analyzing a viewer’s Emotional Response, it is important to consider       the targeted audience preferences and emotional intelligence. Discuss       what the viewer might want to see and what type of visual presentation       will set the tone for that response. When analyzing the Emotional       Response, consider the effects of at least two of the following types of       visuals:
  5. Mood setting colors
    1. Mood setting lighting
    2. Persuasive images
    3. Positioning of search or purchase buttons
    4. Social media icons and share options
  6. Ethical Response – When       analyzing a viewer’s Ethical Response, it is important to consider the       targeted audience values and beliefs. Identify any negative messages       about certain ideas, groups, or cultures. Describe and pinpoint images       that may be inappropriate for a variety of viewers. Keep in mind that       your website can be accessed by all ages and groups. When analyzing the       Ethical Response, consider at least two of the following types of       visuals:
    1. Visual stereotypes
    2. Limitations in diversity
    3. Inappropriate images for all audiences
    4. Digital alterations
    5. False representation or advertising


James, J. P., Lee, K., Zhang, M., & Williams, J. D. (2017). Ethics and policy issues for internet advertising: Targeting multicultural consumers in the digital marketing era. Journal of Management Policy and Practice, 18(4), 93-106.

Landa, R. Graphic Design Solutions. [Bookshelf Ambassadored]. Retrieved from https://ambassadored.vitalsource.com/#/books/9781337671064/

Panigyrakis, G. G., & Kyrousi, A. G. (2015). Color effects in print advertising: A research update (1985-2012). Corporate Communications, 20(3), 233-255.

Visual communication strategy: Design drawing. (2016). In M. Berman, The blueprint for strategic advertising: How critical thinking builds successful campaigns. New York, NY: Routledge.

Russmann, U., & Svensson, J. (2017). Introduction to visual communication in the age of social media: Conceptual, theoretical and methodological challenges. Media and Communication, 5(4), 1-5. doi:http://doi.org/10.17645/mac.v5i4.1263

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