The language of the visual world
Assignment
To apply analytical skills to the evaluation of an existing poster (message) in terms of Peirce?s concept of Signification, in the form of a written essay/term paper. Students will also demonstrate their understanding of major concepts learned in the course through assimilation of such concepts into the written paper.
From the textbook: ?Associative Axis? (pages 118?124) and ?Charles Sanders Peirce: A Pragmatist?s Approach (pages 124?125).
Start with a poster that includes imagery and type (that really narrows it down!)* Analyze the choices made by the designer (Associative Axis) in terms of the four condition defined in Peirce?s doctrine of signs (pg. 124 in textbook). An example of this is presented in the textbook on pages 124 & 125, where the author analyzes the 1997 Rainy States Film Festival poster
In addition, try to incorporate a discussion of concepts learned in this course in your analysis, where appropriate;
? denotation/connotation (pg 37),
? representational style (pg 42),
? relationship between text and image (pg 48),
? affective response to design/levels of emotion (pg 69), etc.
The topics you choose to reference in your analysis will depend on the subject (poster).
You may illustrate the paper with examples, but the crux of the assignment should be in written form. There is no length requirement, but suggested length is 2?4 pages. The paper should be formatted according to Chicago style standards and contain appropriate citations (if and when applicable).
Due in 2 weeks (week 10). Students are also required to submit the Word Document (.docx) of their paper work to the portal by midnight on the due date.
Students will be graded on; choice of appropriate subject (poster) to write about, understanding of concepts learned in the course, ability to demonstrate comprehension of concepts and synthesis of ideas through the analysis of the subject, spelling and grammar. Formatting and use of citations may affect grade if lacking.
> *You may use any poster you wish. For those who want a good resource for this, try the AIGA Design Archives website, https://designarchives.aiga.org/ where you can search for posters among hundreds of examples, each from a noted designer. A few suggestions:
Ballet Tech, 2000 by Paula Scher
Fresh Dialogue Poster, 1996 by Stefan Sagmeister
Bring in ?Da Noise, Bring in ?Da Funk, 1996 by Paula Scher AIGA Poster, 1999 by Stefan Sagmeister
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