Graphic Design School Faculty of Architecture University of San Carlos de Guatem

ala [203] Image theory

I semester 2008
1. Overview
Series: third area: Communication and history Prerequisites: Communication Theor
y 2 Level: Vocational Professor: Lic. Betcy of Paguaga
2. Course Description
This course has both theoretical [Practical / graphic]. It provides the necessar
y conceptual and critical analysis based on visual images, in preparation for th
e construction of graphic messages and persuasive purposes suggestion of conduct
. The course runs from the questioning of the various models of communication an
d identification in graphic design activities. Subsequently, the concept of imag
e analysis and classification, visual, conceptual and semantic and joints. Final
ly, planning the production of visual images based on research, theory of commun
ication, visual semantics and analysis of pilot tests, prepare the student for t
he design of persuasive campaigns.
3. General Purpose
Provide the student with basic knowledge for the interpretation and construction
of effective graphic messages, based on the thorough, visual semantics and comm
unication process.
4. Methodology
Lectures, research, reading and analysis of sources through classroom discussion
. Extra-classroom and plan design graphic pieces as evaluation of the student's
ability to apply knowledge acquired in the exercise of their profession.
5. Standards
To qualify for the final exam, students must have a minimum attendance of 80%. T
he note of promotion is 61/100 points
6. Evaluation
Area: 70 points. Final assessment: 30 points. Minimum area subject to final eval
uation: 31 points. Participation in final assessment: mandatory. This course has
two chances of recovery, for which the student must have the minimum area requi
red.
Topics and content of Unit I study communication process to inform versus Visual
* Communicate * Elements of the communication process * The process of visual c
ommunication theory of the sign * Unit II Image, mind and society and visual ima
ge * image * image * Types Types visual image * The 13 signs of the theater and
visual discourse * Social uses of the image * Attention * visual * Sensation and
Perception III Memory Unit Visual Literacy and joints (visual and conceptual)
Objectives
Learning teaching activities
Evaluation
Bibliography
Ailes, Roger; Kraushaar (1988) "You are the message: communicating through gestu
res, images and words" Spain: Paidós. Arroyo Almaraz, Isidro (2002) 'Ethics of
the image "Madrid: Laberinto. Beuchot, Mauritius (2004) "The semiotic theories o
f sign and language in the story" Mexico: Fondo de Cultura Economica. Cirlot, Ju
an Eduardo (1958) "Dictionary of traditional symbols" Barcelona: Luis Miracle. G
erman Contreras, Walter Alonso (2000) "Analysis of myths and symbols in advertis
ements (print) with features pornographic" Guatemala: USAC. Dictionary of image
technology
Reading and analysis of sources. To reinforce the knowledge gained about theorie
s Expert Presentations. communication and identify the correspondence group disc
ussions, for the activities of the graphic design concept generation. own. Deepe
ning the theory of image from the analysis of the concept, classification and co
mponents to understanding individual and collective influence, emphasizing the e
thical responsibility of visual communications
Acquisition of self-concepts: shape (s) of evaluation to be defined by the teach
er.
Research, reading and analysis of sources. Expert Presentations. Workshops. Visu
al displays.
Design integration plan of the 13 signs of the theater in audiovisual speech. Ex
hibition presentation: social uses of the image. Report bibliographic and exhibi
tion: "How to manage attention, sensory perception and memory through visual mes
sages you"
Expert Presentations.
Provide criteria for the 'Visual literacy: point, line, surface, recognition of
signs of volume, texture, color, and typography and the visual code and * Joint
visual forms: relationship pesoestructuras that articulate. balance and symmetry
, asymmetry, rhythm, spatial configuration, golden ratio, Fibonacci sequence, an
d connectors.
Album graphic examples and Spain: Gedisa, 1998. short definitions of "literacy D
ictionary of symbols / dir. Jean Chevalier (1988) research, reading, visual anal
ysis and joints" Barcelona: Herder,€2nd edition. sources. Ability to identify s
igns and Funck-Hellet, CH. (1951) joint workshops visual identification: shape (
s) of "The paintings of Italian rencimiento and the number of Gold" and joints v
isual signs. define evaluation by the teacher. Agentina: Hachette. Visit or extr
a-classroom activity required to be defined by the teacher. Participation and in
spection report or extra-classroom activity defined by the teacher.
Gómez Alonso, Rafael (2001) "Analysis of image: visual aesthetic" Madrid: Arco.
Interiano, Carlos (2003) "Semiotics and Communication" Guatemala: Phoenix 8th e
dition. Kowsar, Tadeusz (1997) "The sign and the theater" Madrid: Arco. Quiroa D
onis, Anne Elizabeth (2000) "The image of women in print advertising ..." Guatem
ala: USAC, 2000 RodrÍguez, José Luis (1978) The functions of the image in the
teaching Barcelona: Gustavo Gill 2nd edition. Vilches, Lorenzo (1986) "The readi
ng of the picture: press, cinema and TV" Barcelona. Editorial Palden.
Unit IV based analysis and design * Case Studies * Design Project
Students to apply the knowledge gained as a basis for analysis of graphic images
and messages and planning media campaigns persuasive and / or suggestive behavi
or.
Guided analysis of graphic works and media campaigns. Workshops for planning the
design of individual graphic pieces and a visual communications campaign.
Ability to analyze graphic works and media campaigns. Substantiation, reporting
and plan design exhibition graphic pieces and a single visual communications cam
paign.