Assignment
The following is adapted from the work of Paul Martin Lester.
In order to find meaning from a visual message, you need to learn a systematic way for studying images.
1. Make an inventory list of every element in the image,
2. Note the lighting used in the image,
3. Note any eye contact by subjects in the image,
4. Note the visual cues of color, form, depth, and movement,
5. Note how the gestalt laws apply toward the composition of picture,
6. Note any semiotic signs that are a part of the image's content, and
When you've gone through the six steps noted above, it's time to apply the six perspectives for visual analysis to the piece. Each perspective is noted below.
Personal Perspective - Gut Reaction
Rick Williams' Omniphasism (all in balance) or Personal Impact Analysis
1. What is the picture's story?
2. List primary words.
3. List associative words.
4. Select most significant associative words.
5. Pair up primary & most significant associative words.
6. Relate word pairs with your own feelings.
7. Relate any inner symbolism.
8. Write a brief story concerning personal insights.
Historical Perspective - The image's place in history
• When do you think the image was made?
• Is there a specific style that the image imitates?
Technical Perspective - Consider the process decisions
• How was the image produced?
• What techniques were employed?
• Is the image of good quality?
Ethical Perspective - Moral Responsibility
• Was the image maker socially responsible?
• Has any person's rights been violated?
• Are the needs of viewers met?
• Is the picture aesthetically appealing?
• Do the picture choices reflect moderation?
• Is the image maker empathetic with the subject?
• Can all the image choices be justified?
• Does the visual message cause unjustified harm?
Cultural Perspective - Societal Impact
• What is the story and the symbolism involved with the elements in the visual message?
• What do they say about current cultural values?
Critical Perspective - Reasoned Opinion
• What do I think of this image now that I've spent so much time looking and studying it?
The Use of Websites in Business Promotion
I. Introduction
The use of websites for commercial purposes has benefit many organizations. This paper will use the six perspectives to show how Kendra Scott Inc. has used visual elements and cues on their website to capture viewers into doing business with them.
II. Body
A. Personal perspective
• The arrangement of items on the website of Kendra Scott Inc. is so captivating such that one cannot resist the urge to navigate futher.
• The use of captivating images of their jewelry, for instance, the yellow earrings, by Kendra Scott Inc. captures the attention of a viewer at first sight.
• The interest developed by the viewer leads them to view more products and afterward are able to identify a piece they like.
B. Historical Perspective
• The Kendra Scott Opening photo seems to have been taken during the fall season to create a trendy fall look.
• The Kendra Scott style that is portrayed on the opening page is of a trendy fall look of a everyday professional woman
C. Technical Perspective
• Use of several links below the main links to direct viewers to what they would like to view increases the ease of navigation.
• Kendra Scott Inc. has been using the phrase "free ground shipping and returns" on its site. This keeps reminding existing clients on their terms and motivates new viewers into becoming clients.
• Kendra Scott Inc. has several links below the main links to direct customers to what they would like to view; for example under "your order," there are "order status," "gift cards" and "shipping and returns."
• The arrangement of the links to various destinations on a webpage eases navigation thus keeping a viewer yearning to look further into the content of a website (Altheide & Schneider, 2013).
D. Ethical Perspective
• Privacy of consumer data is key when it comes to the digital world
• Kendra Scott Inc. ensures ethical practices by warning their consumers especially those viewing using cell phones on the use of cookies by their site to store data.
E. Cultural Perspective
• Kendra Scott Inc.uses promoters of different ethnic backgrounds for their products on their website. For example, there are two ladies, one Native American origin and the other one is Latino.
• According to Sommier, (2014) this helps gives viewers of different backgrounds a sense of representation and entices them to do business with Kendra Scott INC.
F. Critical Perspctive
• Thus, an image talks a lot on its own before the explanation by words follows (Kellner, 2000).
• Kendra Scott Inc. uses a lot of images on their websites homepage. This captures the attention of viewers into knowing more, which is explained by words.
III. Conclusion
Basically, Kendra Scott Inc. has used all the six perspectives to capture viewers into doing business with them. The ease with which they navigate in the site make them like Kendra products more than they would have.
References
Altheide, D. L., & Schneider, C. J. (2013). Qualitative media analysis. Los Angeles: Sage Publications
Kellner, D. (2000). Media Culture. Critical Perspectives on Visual Imagery in Media and Cyberculture. London and New York: Routledge.
Sommier, M. (2014). The Concept of culture in media studies: A critical review of academic literature. French Journal of media studies. Retrieved 30 July 2017.
Ward, S. (2013). Global media ethics : problems and perspectives. Chichester, West Sussex, UK: Wiley-Blackwell.
Attachment:- Th-Six-Prspective-Detailed.rar