The meaning of composition

When I was reading this chapter, what I think more about is the composition of multimodel texts. The focus is how to organize the given messages into an integrated one to convey new meaning expected. According to Kress, G & van Leeuwen, T,three interrelated systems have revealed their advantages in connecting and presenting the representational and interactive meanings of the composition.They are: Information value, Salience and Framing.(177)
Some ad.images came upon me as I further read the details.

The first one is titled as:"advertisement is from the one who knows you best."


Obviously, this should be from an ad. company. The close touch of the spotted deer and the little squirrel is through the tongue of the deer. The layout of the designer's putting the squirrel on the right hand, which represent new information, would no doubt highlight the feelings of the squirrel. He seems to quite enjoy the gentle touch from the big deer. The whole image harmoniously conveys the text message , that is, he knows me best. The use of the spotted deer,such a gigantic creature in contrast with the little squirrel, I suppose, is to stress the power of the company itself.

Next three pictures are from puma company.




Though different in color, the figures chosen are all energetic and athletic. The first image is simple, with light blue background and a medium shot of a young woman. The logo of the company is located at the left bottom and the representational images occupies the right hand.The most appealing part, the smile and sweat are sharing the feelings of satisfaction. I'd like to put stress on the latter two. Though different in background, they seemed to share the same logos. The most salient element _ both figures are placed in the foreground, running towards left. I specially like the use of the light. Ahead of the figures, more light is shedding. It might be a morning exercise picture. The first picture gives a horizontal impression while the framing of the latter one is clearly distinguished by lines of dark and bright light.I also like the eye portrait of the second figure, from which you can probably see her goal ahead since it looks more active.

Another ad.:


Being placed in the center of the picture, the protruding left arm and hand holding a card is obviously introducing or inviting. This might be from a professional blogger company.The breakthrough of the design is that it is not limited to the normal plane frame;instead, the part of the arm with a magnified fist protruding from the computer screen is easy to draw more attention and may suggest more about the new promising product.

What can you see?

I selected some pictures that had left me deep impression.The first one:


Tell me your first impression, what impress you most, what you think about the girl, and what is her situation?

Can you see the big eyes are looking straightly at you? Can you see the hope, desire, and maybe a little alarm from the eyes? Can you see the little hand is holding a pencil? Can you see this is actually in a simple classroom?

This "Big Eyes" was taken in 1991, by a photographer driven by the mission of making more people aware of the real situation of the children from poverty areas in China, and was immediately selected as the poster for the "Hope Project" which was set up for saving poor children from dropping out of school.

The photographer uses simple black and white but maybe the most complexed colors to illustrate the theme. The desiring eyes and holding hands are to offer a strong sense of demanding, which push the viewer to focus and maybe get concerned unconsciously. The frontal angle also creates the power of involvement.The blurred images of the desk and her classmates in contrast with the highlight of the girl and her paper reflect the authentic crowded situation,which is something really need to be worried about.

Another picture:

Can you tell the modality of this one? Is it real or ...

It was made by a peasant last year. I have to say that his status might be a little misleading. Also, seldom might someone except zoologists know what a typical tiger in south of China should be like. However, it's a photoshoped one. I think the rigid face and motionless eyes can prove everything. As a matter of fact, before the beginning of dispute concerning weather there indeed exists the precious creature, the truth has been revealed.It is from an old Lunar (Chinese) New Year painting, along with which the comparison of the "real" and the fake would be posted later.

The next four should actually be one for they seem to convey the same message (and actually, they are all from the file formerly sent by one of my teachers):


Can you see "Love" made out of the doves?



Is the woman real or merely part of the picture?



There are five heads; however, ten kids can be counted.



You have seen the red lines? Which is longer? The answer is: they are totally equal.

We've always heard: seeing is believing; however, it seems that eyes can also be cheating. This might leave more space for us to think about the design art.


Postscripts:

1.The "big eyes" entered college and now works as a bank clerk.



2.The Lunar New Year painting and the comparison:

photoshop

The original images:

and


After processed by photoshop, it looks like this:



The first picture is from a store window and the second is a small lake taken in Alabama.The process is simple.I just use the magnetic lasso tool to select the mice, then copy, then open new picture,then paste. If the size of the two pictures do not match, the image size in "Image" can be changed accordingly.

Another picture after being processed:

Repeat the same procedure by using the lasso tool. By applying Inverse Select, the background is chosen. Then change the background color into dark green, then Edit- Fill- Background color, the Opacity = 80 and Mode = Soft light, then done.
This process may create a soft green background color which seems like a soft green light is on at night.

narrative and conceptual representation

The reading seems a little easier for me than other subjects since there are some semantic or linguistic background knowledge with which I'm familiar. However, as I was thinking about the layout of elements in the visual design, it was kind of challenge that I have never met before but would definitely need to work out as I feel much interested.
While I was thinking about the narrative and conceptual representation, two masterpieces jumped into my mind. One is the mannerist Italian painter Veronese’s The Wedding at Cana; the other is Leonardo da Vinci's Mona Lisa. Let's look at the first painting:


As is well known, the massive painting depicts the first miracle story of Jesus Christ in New Testament. It is about turning water into wine at a wedding in Cana, Galilee. Obviously, this is a narrative representation. Though the scene and arrangement seems a little bit too artificial to meet a simple story and the seemed-common Son then, I have to say that I was shocked at the first glance in the museum of Louvre. Not simply because of its size(262 in × 390 in)and the grand Greco-Roman architecture; as it were, the layout of more than a hundred people with different vivid facial and/or body expressions in every detail suggesting different status is no doubt a painstaking work. The main character seated in the middle is highlighted with halo to stress the significance. Besides, the deliberate design of direct eye-contact of this figure forces you to notice Him and compels you to sense His invisible power. The jars the servants poured and the glasses the guests hold may suggest the theme and background of the story. It is worth mention that the lambs being butchered in the front might be highly symbolic.

Observing this painting, it might be highly possible that one is unconsciously brought into the vectors of the volumes in the painting and may spare quite a while to step out.

Dramatically, the other painting Mona Lisa is hung right on the opposite of The wedding at Cana in the museum. In contrast, this painting is a conceptual representation.

I’m wondering which process I should describe it as I’m looking at the painting. Gunther Kress & Theo Leeuwen (1996:56) classified three conceptual processes, namely, classificational, analytical and symbolic processes. I’d prefer it be the second if I have to label it. The carrier is the half statue of an elegant lady, while the possessive attribute is the enigmatic smile on her serene face. Though static, the power of her smile can penetrate into the heart of each visitor. To highlight the character, contrast of dark and bright color has been used in the painting. we may see that the background sketched in is a plain but slightly blurring scenery, the hair and the clothes are dark; while the color of her face and skin are much lighter. It is said that the painting technique sfumato contributes greatly in the composition of the famous painting.

Language and visual communication

This chapter starts me to think about the relationship between language and visual communication.
The value of language, which serves as the dominating method of communication in the society, can not be totally replaced. However, I agree that visual communication should also be an effective language if properly applied. The key is: how to combine or collaborate both into a meaningful culture-based design—to convey certain message and promote social actions.
The book so far distinguished two kinds of visual literacy by comparison of Ladybird’s and Dick Bruna’s work ( p21-22). In Ladybird’s My Bath, images are simply structured as replicas of reality and the visual communication has been made subservient to language, while in Bruna’s Bird in Tree, a much broader imaginary space has been left to readers since the coded image has been openly constructed and the visual communication exists independent of language. Therefore, the two images impose two different forms of social control over meaning.
We may ask: is there still a third or fourth possibility that the construction of images and words may contribute to a more powerful convey of meaning? The answer is definitely yes since the social power and appeal of images is highly recognized in all lines of life. According to the Chapter, it is stressed that there is a role distribution among different semiotics, a role distribution in which some semiotics are given a great deal of social power, but at the price of being subjected to greater institutional (and technological) control (p26). Social and cultural factors are believed to primarily bring about the new realities of the semiotic landscape (p34). The chapter also further discussed the dramatic shift from the verbal to the visual, the characteristics of the “new literacy” and its promising prospect and highlighted the hypotheses proposed in page 39, which may serve as a breakthrough point for further research.
Besides, I think, the task also chooses designers as meanings arise out of the real society. Though children’s early drawings may to some extent reflect their recognition of the world and could be called as creative, it is more of some original self-expression instead of true communication owing to their lack in the experience of social interaction.

Kress and van Leeuwen, Introduction

The reading is exciting. Like the recommendation from Jan, I love the book at the first glance of the introduction, even though further information has not been accessed yet.
I was always thinking about the encoding and decoding of meaning in terms of cognitive knowledge. The book aims to explore the “meaningful whole”combined of visual elements from depicted people, places and things. It is to describe the way in which how the visual complexity and extension be processed, presented and recognized. From visual communication to visual design is challenging to human capacity concerning their understanding and reflection of the world. From visual design to visual communication, on the contrary, speed up and perfect the interaction between human beings and their relationship with the outside world.
Since the book focuses on the system of visual communication, it should be beneficial in many fields such as arts, teaching, advertisement, etc. Many interesting topic might be come across in this introduction such as the way children observe and express about the world. It is much of metaphor-orientated. It starts us to think about the representational resources these particular sign makers depend upon to express certain meanings. I also like the idea that “visual language is not transparent and universally understood, but culturally specific (p3). It explains the craft of many businesses in taking advantage of particular culture phenomena in their overseas trades. It is true. For example, I have heard that some European computer sellers complained about most Chinese people favored much on those beautifully designed computer instead of the most efficient one, ignoring the price. Actually, I smiled at the complaint as I could really understand. Not every Chinese is professional, therefore, a computer with some practical functions to their needs might be enough. However, the priority for most Chinese is that it needs to be pleasant and comfortable to eyes. Out of the same reason, the blog with more colors and styles should be welcomed more by Chinese people. That explains why in China the blog designer would spare no effort in putting forth the “new clothes” every now and then.
I love the book for it enlightens and as I read it, I find many notions are like old friends, who appear, offer and exchange appealing ideas from different point of view which are right in accordance with my appetite.

Electronic Monument

The topic should be" How to Change the World"or the kind.
It will be designed into three sections: the first should be the great men's contribution to the world; second should be the quotations from famous people; and third would be what we can do to others or to the world.
It is merely a rough thinking and might change slightly to meet the need and materials prepared.
It could be a mini film developed from real life.
I was also thinking about the animated/flash design, and would see which way is more reflecting.