Genesee Community College

COM 107 Visual Communication Fall 2012 Instructor: Pam Swarts (pswarts@genesee.edu) Class: TR. 9:30AM-10:50AM Room E122 Ofce: E122: 585.343.0055 Ext. 6436 Ofce Hours: T & R 12:30AM-2:30PM

Catalog Description Survey of the development of visual design in the mass media and its impact on the American society. Explores the general concepts of visual communication including the psychology of design and contemporary theories of electronic media. Criteria for Grading Final Grade will be based on attendance and the successful completion and presentation of class projects and tests. Students are allowed 2 unexcused absences. More than 2 absences will result in the reduction of your nal grade by one letter grade for every subsequent absence. Text and Supplies Seeing is Believing by Arthur Asa Berger In addition to text, contemporary readings, videos and lms will be assigned A separate notebook will be required for all lms. This notebook will be graded. Movies may include but are not limited to: Advertising and the End of the World Fahrenheit 911 Crumb American Mullet The History of American Photography Outfoxed Richard Avedon Georges Meleses Course Overview This course will deconstruct methods of visual communication. Students will be required to keep a notebook on movies viewed in class.This notebook may include worksheets and pop quizzes on movies viewed in class. Week 1-2 Aspects of Visual Communication Chapter 1 & 2 a.)The image and imagination b.)the basis of imagination:Frued vs. Jung c.)The Functions of Art d.)Seeing, sight and perception e.)Social aspects of the visual and the visual in relation to personal identity f.)The eye and persistence of vision g.)Bicameral brain in relation to visual perception h.)Icon, Index and Symbol as tools for visual communication i.)Signier and Signied j.)Codes-systematized and unsystamatized and there relation to culture. k.)Metaphors and Metonymies l.)Condensation and Displacement m.)Optical and Haptical means of visual interpretation Week 3-4 Basic elements of imagery Chapter 3 a.)The Dot b.)Line c.)Shapes d.)Volume e.)Scale f.)Spatiality g.)Balance

 h.)Direction i.)Lighting j.)Perspective k.)Proportion l.)Color Week 5-6 Photography Chapter 4 (Test on Material) a.)The camera and supplies-digital vs traditional b.)Photographic Genres c.)Basic Photographic History d.)Photography and objectify- variables involved in image manipulation Week 7-8 Film Chapter 5 a.)Film construction and persistence of vision b.)The advent of editing and the creation of a story line. c.)Shots-how the framing of the moving image affects viewer interpretation of the scene. d.)Montage in lm e.)Color vs Black and White lm f.)How sound effects the editing of the moving image and musical motifs set up viewer expectation g.)Camera Movement and Depth of Field h.)Animation Week 9-10 Television, its relationship to lm and televised media Chapter 5 a.)Marshall McLuhan-Cool and Hot media and the media is the message b.)The differences in the television and lm viewing experiences c.)How the medium of television creates an illusion of pseudo-companionship . d.)Television Genres, there history and evolutionary impact on current television media 1.)Commercials 2.)Sitcoms and Domestic Comedies 3.)News 4.)Talking Heads and Reality programming 5.)Dramas 6.)Television Variety Shows e.)Video medium as noncommercial artistic outlet Week 11-12 Cartoons, Comics and Animation Chapter 6 Paper Due a.)The Comic Strip, its history and illustrative conventions. b.)The Cartoon and its history and illustrative conventions. c.)Alternate uses of comics and illustration and there power as illustrative tools. Week 13-14 Typography and Graphic Design as tool of visual communication. Chapter 7 a.)Basic Font families and there composition and uses b.)Contrast c.)Repetition d.)Alignment e.)Proximity f.)Leading and kerning Week 15-16 The computer as visual tool Chapter 8 Final Test a.)The computer system b.)the operating system c.)the internet d.)Vector programs, there pros and cons and uses e.)Raster/Bit map programs, there pros and cons and uses f.)animation programs (including 3d) there pros and cons and uses

Student Performance Outcomes: Upon successful completion of the course, as documented by worksheets, quizzes, notebook summaries, and projects, the student will be able to: 1.Demonstrate knowledge of the underlying principles and physiology involved in visual interpretation. 2.Describe the basic elements of imagery such as the dot, line shapes, volume, scale, spatiality, balance, direction, lighting, perspective proportion, and color. 3.Identify the history and components of at least two photographic genres, including at least four of the variables involved in image manipulation. 4.Explain the process of lm construction and the persistence of vision as a factor in viewer interpretation of the scene.* 5.Describe the impact of each of the following on lm construction: editing, montage in lm, color vs. black and white, sound effects, camera movement, depth of eld, and animation.* 6.Analyze the impact of television using the writings of Marshall McLuhan, and then describe the relationship of television to lm, including the impact of at least four different television genres (commercials, sitcoms and domestic comedies, news, talking heads and reality programming, dramas, and variety shows) on television media. 7.Compare and contrast the history and illustrative conventions of comic strips and cartoons, identifying alternative uses and the underlying power of comics and cartoons as illustrative tools. 8.Demonstrate knowledge of typography and graphic design as a tool of visual communication, employing elements such as basic font composition and use, contrast, repetition, alignment, proximity, and leading and kerning. 9.Discuss the computer as a visual tool, including knowledge of the computer and operating systems, use of the internet, vector programs, Raster/Bit map programs, and animation programs. * This course objective has been identied as a student learning outcome that must be formally assessed as part of the College's Comprehensive Assessment Plan. All faculty teaching this course must collect the required data (see Assessing Student Learning Outcomes form) and submit the required analysis and documentation at the conclusion of the semester to the Ofce of Assessment and Special Projects. Plagiarism Plagiarism is the dual act of presenting and claiming the words, ideas, data, or creations of others as one's own. Plagiarism may be intentional-as in a false claim of authorship-or unintentional - as in a failure to document information sources using MLA, APA, CBE, or other style sheets or manuals adopted by instructors in the College. Presenting ideas in the exact or nearly exact wording as found in primary or secondary sources constitutes plagiarism, as does patching together paraphrased statements without in-text citation. Each faculty member will determine appropriate responses to plagiarism. Disciplinary action resulting from conrmed instances of plagiarism and/or cheating may include receipt of a failing grade on an assignment or the course, removal of a student from a class, or expulsion of a student from the College.