visual literacy

visual literacy:

noun

- The ability to recognize and understand ideas conveyed through

visible actions or images (such as pictures).

- Visual literacy is an understanding of what is not written, but what

is presented using signs, symbols, icons and colours.

The term “visual literacy” was first coined in 1969 by John Debes,
who was the founder of the International Visual Literacy Association.

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 VISUAL LITERACY

CARTOONS  Caricatures are generally meant

to be humorous and are often
A cartoon is usually a humorous used to make fun of a person or
drawn picture of a situation. group.

 A cartoon is a simple drawing showing

the features of its subjects in a
humorously exaggerated way,
especially a satirical one in a
newspaper or magazine.
 Cartoons may be purely pictorial with
the use of a ‘speech bubble’, or have
a caption.
 Each drawing is placed in a frame and
may be presented as a single drawing
or as a sequence of drawings.

THE PURPOSE OF CARTOONS

 Cartoons are used to express ideas or

to draw attention to a situation or a
well-known personality.
 They often highlight a current social or
political issue.
 Cartoons provide enjoyment but may
also be vehicles for serious and even
biting messages.
 Dialogue is used to reveal the author’s
thoughts and feelings.
 Humour may take the form of satire or
parody to draw attention to the
particular issue.
ELEMENTS THAT FEATURE IN CARTOONS
1. Symbols:
 These can be in the form of:
objects, signs, logos, or animals
that indicate ideas and feelings.
 Objects are often used as symbols
to communicate ideas about
people, places and mood or
atmosphere.
2. Caricatures:
A caricature is a visual
representation of a person or
group in which some distinctive
physical feature is deliberately
exaggerated or over-emphasised.
3. Satire:
Satire is a technique which uses
humour to make serious
criticism.
 Satire is used to mock and belittle
politicians or public
figures/institutions.
4. Stereotypes:
Stereotyping refers to forming a
quick, superficial image of a
group of people which is usually
based on false or incomplete
information.
 There are stereotypes of men,
women, boys, girls, older people,
teenagers, occupations, national
and ethnic groups.
 In cartoons, stereotyping is often
used so that we can identify types
of characters quickly because it
makes them easy to recognize.

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 WHEN STUDYING CARTOONS

When studying cartoons look closely at:

1. Visual techniques/clues:
 The pictures; the things we can
see.

For example:
 Facial expressions
 Movement expressions
 Body language
HOW TO ANALYSE CARTOONS  Setting
 Objects and symbols
When studying cartoons, look at:

Characters  Are they figures in their own

rights or do they represent
stereotypes?
 Are they depicted normally
or as caricature of
themselves?
 Note: facial expressions,
body language and
relationships between
2. Linguistic techniques/ clues:
characters.  Words, writing, punctuation.
 Body language emphasises
what the character wants For example:
to say or what the  rhetorical questions
cartoonist wants to portray.  puns
 repetition
Background  Where and when is the  alliteration
and setting scene taking place?  exaggeration
 Is the cartoon based on
 opinions stated as fact
fact or fiction?
 incomplete sentences
Language  Diction – does it make use
and of slang, jargon, and/or
punctuation colloquialism?
 Structure – does it use
single words, phrases or
sentences?
 How does the punctuation
affect the mood and the
tone?

Actions  These are expressed

pictorially by the clever use
of lines, facial expressions
and symbols.

Objectives  Is the intention of the

cartoon to educate,
inform, entertain or satirise?
 Has the cartoonist
achieved his/her
objective?
 How has he/she achieved
this objective?

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 EXERCISE 1

Study the cartoon below and answer the questions which follow.

1. Refer to FRAME 1 of the cartoon.

What does the traffic officer's pointing finger tell you about his mood? (2)

2. Do you think that the driver's excuse in FRAME 1 of the cartoon is valid? Motivate your
answer. (2)

3. Refer to FRAME 2 of the cartoon.

Complete the sentence below by choosing the correct answer from the list provided.

The tone of the traffic officer's remark in FRAME 2 is …

a) Sympathetic.
b) Cheerful.
c) Pessimistic.
d) Sarcastic. (1)

EXERCISE 2

Study the cartoon below and answer the questions which follow.

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1. Refer to FRAMES 1 and 2 of the cartoon.
How does the cartoonist show that the man is angry with his dog?

In your answer refer to BOTH visual and linguistic techniques. (2)

2. Refer to FRAME 3.
Why are the words 'MY CHAIR!' repeated? (2)

3. Refer to FRAME 4.
Choose the correct answer to complete the following sentence.

The sentence 'I switched off ages ago!' suggests that the dog is …

a) Indifferent.
b) Self-conscious.
c) Embarrassed.
d) Guilty. (1)

4. Do you find this cartoon humorous? Give a reason for your answer. (2)

EXERCISE 3

Study the cartoon below and answer the questions which follow.

1. Refer to FRAME 1 of the cartoon.

What does Flo’s facial expression suggest about her day? (2)

2. Refer to FRAME 3.
Comment on Pet’s reply. (2)

3. Refer to FRAME 3.
How does Flo’s body language reinforce her emotions? (2)

EXERCISE 4

Study the cartoon below and answer the questions which follow.

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1. What do the facial expressions of the dogs tell you about how they are feeling? (2)

2. Complete the sentence below by choosing the correct answer from the list.

The sentence, ‘Seize the moment, lads!’ means they must...

a) Make use of the opportunity to eat the cakes.

b) Delay eating the cakes.
c) Go outside to play.
d) Wait for the right moment. (1)

3. Why, do you think, has the woman done so much baking? (2)

EXERCISE 5

Study the cartoon below and answer the questions which follow.

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1. Discuss what the cartoonist is satirising. (3)

2. How do the body language and facial expressions of the characters contribute to
the humour of the cartoon? (4)

EXERCISE 6

Study the cartoon below and answer the questions which follow.

1. Refer to FRAME 1.
Name the game that the children are playing. (1)

2. Refer to FRAME 1.
What does the repetition of the word 'beep' indicate? (2)

3. Refer to FRAME 2.
Who is texting the people who are hiding? (1)

4. Refer to FRAMES 1 and 2.

How can you tell that the boy is enjoying the game? (2)

5. Refer to FRAME 2.
Why are the words 'Ready or not, here I come!' written in bold? (1)

6. Refer to FRAME 3.
Comment on the visual and linguistic techniques that suggest Mr B is pleased that
he did not grow up in Elmo's generation. (1)

7. To what does ‘hands-free’ mean? (2)

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 EXERCISE 7

Study the cartoon below and answer the questions which follow.

1. What visual elements are there to suggest that Mandela’s families are fighting?
Mention THREE things. (3)

2. What famous board game is being parodied in this picture? (1)

3. Provide a synonym for ‘squabble’. (1)

EXERCISE 8

Study the cartoon below and answer the questions which follow.

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1. What famous song is being parodied in this picture? (1)

2. What is the cartoonist suggesting about South Africa’s judicial appointments?

Provide reasons for your answer. (3)

3. Why have the judges been drawn with smiley faces? (2)

4. Why have the judges been drawn dancing? (2)

5. What has Zapiro drawn that refers to Jacob Zuma? (2)

6. Explain what type of humour is used in the cartoons above. (3)

EXERCISE 9

Study the cartoon below and answer the questions which follow.

1. Refer to FRAME 1.
What activity is Jon doing? Give TWO reasons for your answer. (3)

2. What is the word which he is looking for? (1)

3. Refer to FRAME 2.
Describe what happens by refering to the facial expressions of Jon and
Garfield. (3)

4. Refer to FRAME 3.
4.1 What figure of speech are the words ‘beep’ and ‘boop’? (1)
4.2 Discuss what these words illustrate. (2)

5. Refer to FRAMES 1 TO 3.
Comment on how humour is created in this cartoon strip. (2)

EXERCISE 10

Study the cartoon below and answer the questions.

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 1. How has the teacher been stereotyped? Mention TWO facts. (2)

2. What is the setting of this cartoon? Mention TWO visual cues that prove
this. (3)

3. Explain why this cartoon is seen as funny. (2)

EXERCISE 11

Study the cartoon below and answer the questions.

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1. What is the purpose of the cartoon? (2)

2. What is the setting of the cartoon? (1)

3. Consider the body language and position of the characters.

3.1 How do you know the baby rhino trusts the adult rhino? (1)
3.2 What emotion is expressed on the adult rhino’s face?
a) Sorrow
b) Confusion
c) Revulsion
d) Indignation (1)

4. Which holiday has been stereotyped in this cartoon? (1)

5. Why is the adult rhino giving the baby rhino a rifle as a gift? (1)

6. Explain the significance of the adult rhino not having a horn? (1)

7. Why do you think there is no humour in this cartoon? (2)

EXERCISE 12

Study the cartoon below and answer the questions.

1. Refer to FRAME 1.
1.1. Which verbal and visual clues does the cartoonist use to show that the mother
is surprised? (2)
1.2 Write the word, ‘til’ out in full. (1)
1.3 The expression, ‘it’s not a big deal’ means it is not...
a) a good offer.
b) a serious problem.
c) a fair deal.
d) good treatment. (1)

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2. Refer to FRAME 2.
How do you know that the boy is being texted? (1)

3. Refer to FRAME 3.
What evidence is there that Sara may not accept the boy’s invitation to the dance?
State TWO points. (2)

4. Refer to FRAME 4.
What does the smoke coming from the phone suggest? (1)

EXERCISE 13

Study the cartoon below and answer the questions which follow.

1. Refer to FRAME 1.
Explain what is meant by ‘parallel universe’. (2)

2. By examining Vern and Dern’s body language, suggest what kind of characters
they are. (2)

3. Who are the two people in the second frame? (2)

4. In what kind of clothing are the characters in the second frame dressed? What does
this detail suggest? (2)

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_________________________________________ ADVERTISING
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_________________________________________ Advertising is the process
_________________________________________ whereby the public is persuaded
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_________________________________________ various strategies and messages.
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_________________________________________ designed to educate the public, to
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 IMPORTANT TERMINOLOGY TECHNIQUES

Listed below are some of the elements Techniques that feature in adverts:
that feature on print adverts, as well as
other aspects that are of relevance to 1. Visual techniques:
advertising: The pictures; the things we can see.

MEDIA Forms of communication such For example:

as: newspapers, magazines,  The product
radio, television and the  The brand’s logo
Internet.
 Images related to the target
PRODUCT The item, event or service that
market
is being advertised.  cartoons
 colourful, attractive photographs
PURPOSE To inspire action.  fonts
 graphs
The reason the advert was  unusual layouts
made:
To make you buy, to 2. Linguistic techniques:
educate, to take action, or to
Words, writing, punctuation.
warn.

LOGO A recognisable sign or For example:

emblem (symbol) which  The slogan
represents an organisation or  a description of the product
product.  terms and conditions
 rhetorical questions
SLOGAN Short and catchy advertising  punchy headlines and captions
phrase.  puns
 repetition
Alliteration and witty lines are
 unusual trade names
helpful.
 clichés
 emotive language
MESSAGE What the advert is saying to  alliteration
the audience.  exaggeration
 distorted language
TEXT OR COPY The text, or copy, is the words  opinions stated as facts
which form part of the advert.  jargon
 incomplete sentences
The text is normally longer
than the slogan and is usually
very descriptive. THE AIDA PRINCIPLE

TARGET MARKET Each advert is aimed at a An advert is only classified as successful if it

particular group of people. makes use of the AIDA principle:

 The target market is 1. Does it grab your ATTENTION?

usually identified by
2. Does it INTEREST you in to reading
age, gender or
economic status.
it?
3. Does it create a DESIRE for you to
have/get it?
4. Does it make you go take ACTION
by buying the product or using the
service?

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 ASK YOURSELF ADVERTISING NOTES
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These are questions you should be _________________________________________
able to answer about all advertisements: _________________________________________
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WHO is advertising? Company, _________________________________________
government _________________________________________
department, an _________________________________________
individual? _________________________________________
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WHAT are they A product, a meeting,
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advertising? a service, their
company image?
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What is the MOTIVE? Profit, the spread of _________________________________________
information, public _________________________________________
health, to offer a _________________________________________
service and profit from _________________________________________
it? _________________________________________
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Who is their TARGET Housewives, _________________________________________
GROUP? teenagers, sport
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enthusiast?
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What is the main A picture, clever _________________________________________
ATTENTION- words, the use of _________________________________________
CATCHER? space? _________________________________________
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To what INSTINCT, The maternal instinct, _________________________________________
NEEDS OR DESIRES are the desire to attract _________________________________________
they appealing? the opposite sex, _________________________________________
human sympathy? _________________________________________
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Are there any SNAGS or What is in small print,
MISSIONS? terms and conditions,
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what has been left _________________________________________
unsaid? _________________________________________
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Is there any clever USE Puns, associations, _________________________________________
OF LANGUAGE? shock tactics? _________________________________________
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 EXERCISE 1

Study the advertisement below and answer the questions which follow.

1. Why has the advertiser used a picture of a kitchen in this advertisement? (2)

2. Who, do you think, would want to buy this product? (2)

3. What do the following claims tell you about the product?

a) ‘Long acting formula’ (1)
b) ‘Economical’ (1)

4. Complete the following sentence by choosing the correct answers from the list.

The slogan ‘24/7 protection against cockroaches’ means the product kills...

a) all cockroaches for 247 hours.

b) cockroaches night and day.
c) only 7 out of 24 types of cockroaches.
d) 247 types of cockroaches. (1)

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 EXERCISE 2

Study the advertisement below and answer the questions which follow.

COPY:
Bio-oil was originally developed
to help improve appearance
of scars and stretch marks.
However, it can also be for less
serious skin concerns. It is
available at pharmacies and
selected retailers at the
following recommended
prices: R42,99 (60ml), R65,99
(125ml) and R95,99 (200ml). For
a sample sachet and brochure
write to Bio-Oil Customer Care,
P.O. Box 2629, Cape Town, 800.
Individual results may vary. For
more information ask your
pharmacist or visit bio-oil.com

South African’s no. 1 selling

pharmacy skincare product.

1. Who, do you think, would want to buy Bio-Oil? Give a reason for your answer. (2)

2. Do you think that the picture of the girl is suitable to advertise Bio-Oil? Give a reason
for your answer. (2)

3. Why has the picture of Bio-Oil been included in this advertisement? (2)

4. Do you think the advertisement is effective? Motivate your answer. (2)

5. What does the following claim: ‘South Africa's No. 1 selling pharmacy skincare
product’ tell you about Bio-Oil? (2)

EXERCISE 3

Study the advertisement below and answer the questions which follow.

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 COPY:
From the moment you give
them life, you give them
love.

Our baby lotions and oils

soften and moisturize
delicate skin and are easily
absorbed to prevent
chafing, while leaving your
little ones smelling of the
unique Elizabeth Anne’s
fragrance. Consultant
Dermatologist and
Paediatrician approved.
Baby Care Line:
0860004755

Devoted to Baby

1. Name the products being advertised. (3)

2. Why has the advertiser used the picture of a mother and her baby in this
advertisement? (3)

3. State any THREE claims the advertiser makes about the products. (3)

4. Identify the slogan used in this advertisement, and say why it is effective by
referring to the visuals. (3)

5. State whether the statement below is a FACT or an OPINION, and give a reason for
your answer.

‘From the moment you give them life, you give them love.’ (3)

EXERCISE 4

Study the advertisement below and answer the questions which follow.

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1. What is being advertised? (2)

2. What is the intended emotional impact of the advertisement on the reader? (2)

3. Name the figure of speech used in the block labelled (Block A) in the advertisement. (1)

4. Who is the target audience of this advertisement? What do their actions cause? (2)

5. Would you support this campaign? Give a reason for your answer. (2)

6. How does the use of the pronouns ‘you’ and ‘your’ manipulate the reader in the
slogan:

‘YOU DUMP MORE THAN JUST YOUR TRASH.’ (3)

EXERCISE 5

Study the advertisement below and answer the questions which follow.

COPY:
Just don’t do it

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1. The advertisement contains the logo of a popular sports brand.
What is the original slogan of this brand? (1)

2. Discuss the function of the logo displayed this way.

In your answer, refer to how it supports the campaign effectively. (3)

EXERCISE 6

Study the advertisements below (TEXT A and TEXT B) and answer the questions which follow.

TEXT A TEXT B

COPY: COPY:
love free wi-fi Free Wi-Fi served at all restaurants

1. Refer to TEXT A.
How does the advertiser connect the company to its newly introduced service? (2)

2. Refer to TEXT B.
Comment on how the words reinforce the visuals. (3)

3. Refer to TEXT A and TEXT B.

Discuss which desire the advertiser is using to promote McDonalds. (2)

EXERCISE 7

Study the advertisements below (TEXT A and TEXT B) and answer the questions which follow.

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 TEXT A TEXT B

COPY:
Nine out of ten middle school students have
had their feelings hurt online.
End to Cyberbullying Organisation’s mission
is to create a global social networking arena
to help prevent and spread awareness of
cyberbullying.

1. Refer to TEXT A.
Identify which social media brand has been referred to in this advert. (1)

2. Discuss how the visuals are used to reinforce the message: ‘Your like can hurt
someone’s feeling.’ (2)

3. Refer to TEXT B.
Comment on how the words, ‘bruises will fade, but words are forever’, reinforces
the visual. (3)

4. Explain who the target audience of the advertisement would be. (2)

5. Discuss the message behind this advertisement by referring to the copy. (2)

EXERCISE 8

Study the advertisements below (TEXT A and TEXT B) and answer the questions which follow.

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 TEXT A TEXT B

COPY:
31 MPG. 305 HP.
THE ONLY SLOW PART IS THE FUEL GAUGE.
The first ever 31 highway miles per gallon 305
horsepower V6. The 2011 Mustang.
A whole new breed.

1. Refer to TEXT A.
Refer to the headline: ‘Precision Parking’.
Identify the sound device used in this headline. (1)

2. Critically discuss how the picture emphasises the headline. (3)

3. Comment on how the advertiser draws the viewer’s attention at first glance. (3)

4. Refer to TEXT B.
Refer to the headline; ‘The only slow part is the fuel gauge’.
List TWO features of this product which will appeal to the target audience.
Do NOT quote. (2)

5. Refer to BOTH TEXT A and TEXT B.

Do you consider the TEXT A or TEXT B advertisement more successful in persuading its
target audience? Motivate your answer by referring to both texts. (4)

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