Analysis of visual communication

Learning outcomes

At the end of the course each student will have acquired the ability to analyse and understand the meanings and visual organisation of an image, acquiring the basic skills of visual culture through semiotic methodology.

In particular, he/she will have acquired the ability to break down and analyse various types of visual artefacts: from a press advertisement to the lay-out of a website, from the visual identity of a brand to the analysis of a logo.

He/she will thus be able to assess the different strategic choices and values generated by each individual visual communication.

Furthermore, he/she 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 relations mediated by images themselves.

During the course each student will be able to practise and test the skills acquired, analysing concrete case studies from corporate and brand visual communication, and from media communication.

Course contents

Topics will be addressed that will enable students to acquire an overview of the world of images in contemporary world; case study analyses will be carried out.

In detail, topics articulation is as follow:

• visual communication methods: painting, photography, posters and graphics, brands and logos, web, audiovisuals
• visual semiotics
• visual identity and brand image

Reading/Bibliography

Slides are available as handouts.

BOOKS AND ARTICLES

• Spaziante L. (2026). Sound media: the audiovisual text, between sound and image, Milan, Meltemi.

• Barbieri, D. (2011), Visual communication, from painting to typography, Rome, Carocci.

• Marrone, G. (2007), The brand discourse: semiotic models for branding, Rome, GLF editori, Laterza.

• Polidoro, Piero (2008), What is visual semiotics, Rome, Carocci.

Teaching methods

Lecturer's explanations alternate with examples and online videos, as well as exercises individually or collectively discussed.

TEACHING TOOLS
Slides, photographic images, audiovisual materials, websites.

Assessment methods

1/2 of the assessment comes from the written, open-question midterm, which will be taken approximately halfway through the course.<br> 1/2 of the assessment comes from a final written test, with open questions, which will be taken at the end of the course.<br> The final grade also takes into account assiduity in attendance and active participation during the lectures.

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.