Analysis of visual communication

Learning objectives

At the end of the course each student will have acquired the ability to analyze and understand the meanings and visual organization of an image, acquiring the basic skills of visual culture, as well as some elements of visual semiotics.

In particular, they will have acquired the ability to break down and analyze various types of visual artefacts: from a print advertisement to the layout of a website, from the visual identity of a brand, to the analysis of a logo.

In this way, he will be able to evaluate the different strategic choices and the values ​​generated by each individual visual communication.

Furthermore, he will acquire the tools to frame the profound transformations taking place in the ways of seeing, in the circulation of images, in the diffusion of screens, and in the social relationships mediated by the images themselves.

During the course each student will be able to practice and test the skills acquired by analyzing concrete case studies from corporate and brand visual communication and media communication.

Course content

During the lessons, topics will be addressed that will allow the student to acquire an overview of the world of images in the contemporary world and, together, case study analyzes will be carried out.

In detail, the breakdown of the course topics is as follows:

• modalities of visual communication: painting, photography, posters and graphics, trademarks and logos, web, audiovisuals.
• elements of visual semiotics
• visual identity and brand image

Bibliography

The slides used in class by the teacher are made available as handouts.

BOOKS AND ARTICLES

• Spaziante L. (2020), “#Spotcheresiste: advertising strategies and lockdown (Covid-19)”, Filosofi(e)Semiotiche, Vol. 7, No. 1 (available online)
• Barbieri, D. (2011), Visual communication, from painting to typography, Rome, Carocci.
• Brown, G. (2007), The brand discourse: semiotic models for branding, Rome, GLF publishers, Laterza.
• Polidoro, Piero (2008), What is visual semiotics, Rome, Carocci.
• Aiello, G. – Parry, K. (2023) Visual communication: identity, politics, consumption, Bologna, The mill, 2023

Teaching methods and tools

The teacher's explanations alternate with examples and online videos, as well as exercises that can then be discussed individually or collectively.

Assessment methods and criteria

1/2 of the evaluation comes from the written intermediate test, with open questions, which will be carried out approximately halfway through the course.

1/2 of the evaluation comes from a final written test, with open questions, which will be carried out at the end of the lessons.

The final grade also takes into account assiduous attendance and active participation during the lessons.