Graphic Design School Faculty of Architecture University of San Carlos de Guatem ala [203] Image theory I semester 2008

1. Overview Series: third area: Communication and history Prerequisites: Communication Theor y 2 Level: Vocational Professor: Lic. Betcy of Paguaga 2. Course Description This course has both theoretical [Practical / graphic]. It provides the necessar y conceptual and critical analysis based on visual images, in preparation for th e construction of graphic messages and persuasive purposes suggestion of conduct . The course runs from the questioning of the various models of communication an d identification in graphic design activities. Subsequently, the concept of imag e analysis and classification, visual, conceptual and semantic and joints. Final ly, planning the production of visual images based on research, theory of commun ication, visual semantics and analysis of pilot tests, prepare the student for t he design of persuasive campaigns. 3. General Purpose Provide the student with basic knowledge for the interpretation and construction of effective graphic messages, based on the thorough, visual semantics and comm unication process. 4. Methodology Lectures, research, reading and analysis of sources through classroom discussion . Extra-classroom and plan design graphic pieces as evaluation of the student's ability to apply knowledge acquired in the exercise of their profession. 5. Standards To qualify for the final exam, students must have a minimum attendance of 80%. T he note of promotion is 61/100 points 6. Evaluation Area: 70 points. Final assessment: 30 points. Minimum area subject to final eval uation: 31 points. Participation in final assessment: mandatory. This course has two chances of recovery, for which the student must have the minimum area requi red. Topics and content of Unit I study communication process to inform versus Visual * Communicate * Elements of the communication process * The process of visual c ommunication theory of the sign * Unit II Image, mind and society and visual ima ge * image * image * Types Types visual image * The 13 signs of the theater and visual discourse * Social uses of the image * Attention * visual * Sensation and Perception III Memory Unit Visual Literacy and joints (visual and conceptual) Objectives Learning teaching activities Evaluation Bibliography Ailes, Roger; Kraushaar (1988) "You are the message: communicating through gestu res, images and words" Spain: Paidós. Arroyo Almaraz, Isidro (2002) 'Ethics of the image "Madrid: Laberinto. Beuchot, Mauritius (2004) "The semiotic theories o f sign and language in the story" Mexico: Fondo de Cultura Economica. Cirlot, Ju an Eduardo (1958) "Dictionary of traditional symbols" Barcelona: Luis Miracle. G erman Contreras, Walter Alonso (2000) "Analysis of myths and symbols in advertis ements (print) with features pornographic" Guatemala: USAC. Dictionary of image

technology Reading and analysis of sources. To reinforce the knowledge gained about theorie s Expert Presentations. communication and identify the correspondence group disc ussions, for the activities of the graphic design concept generation. own. Deepe ning the theory of image from the analysis of the concept, classification and co mponents to understanding individual and collective influence, emphasizing the e thical responsibility of visual communications Acquisition of self-concepts: shape (s) of evaluation to be defined by the teach er. Research, reading and analysis of sources. Expert Presentations. Workshops. Visu al displays. Design integration plan of the 13 signs of the theater in audiovisual speech. Ex hibition presentation: social uses of the image. Report bibliographic and exhibi tion: "How to manage attention, sensory perception and memory through visual mes sages you" Expert Presentations. Provide criteria for the 'Visual literacy: point, line, surface, recognition of signs of volume, texture, color, and typography and the visual code and * Joint visual forms: relationship pesoestructuras that articulate. balance and symmetry , asymmetry, rhythm, spatial configuration, golden ratio, Fibonacci sequence, an d connectors. Album graphic examples and Spain: Gedisa, 1998. short definitions of "literacy D ictionary of symbols / dir. Jean Chevalier (1988) research, reading, visual anal ysis and joints" Barcelona: Herder,€2nd edition. sources. Ability to identify s igns and Funck-Hellet, CH. (1951) joint workshops visual identification: shape ( s) of "The paintings of Italian rencimiento and the number of Gold" and joints v isual signs. define evaluation by the teacher. Agentina: Hachette. Visit or extr a-classroom activity required to be defined by the teacher. Participation and in spection report or extra-classroom activity defined by the teacher. Gómez Alonso, Rafael (2001) "Analysis of image: visual aesthetic" Madrid: Arco. Interiano, Carlos (2003) "Semiotics and Communication" Guatemala: Phoenix 8th e dition. Kowsar, Tadeusz (1997) "The sign and the theater" Madrid: Arco. Quiroa D onis, Anne Elizabeth (2000) "The image of women in print advertising ..." Guatem ala: USAC, 2000 RodrÍguez, José Luis (1978) The functions of the image in the teaching Barcelona: Gustavo Gill 2nd edition. Vilches, Lorenzo (1986) "The readi ng of the picture: press, cinema and TV" Barcelona. Editorial Palden. Unit IV based analysis and design * Case Studies * Design Project Students to apply the knowledge gained as a basis for analysis of graphic images and messages and planning media campaigns persuasive and / or suggestive behavi or. Guided analysis of graphic works and media campaigns. Workshops for planning the design of individual graphic pieces and a visual communications campaign. Ability to analyze graphic works and media campaigns. Substantiation, reporting and plan design exhibition graphic pieces and a single visual communications cam paign.