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Deliverable 5 – Using Ethics in Visual Communication

Competency

Evaluate and revise ethical issues in visual media communication to improve awareness of social perceptions.

Instructions

You are the campaign manager for a well known environmental outreach organization. The current campaign is to bring awareness to the organization’s Ohio River Clean-Up Project. As the manager, one of your tasks is to review all content and visuals used by the campaign. You actively evaluate and revise any ethical issues that may be detrimental to the project, your organization, or society in general.

As you meet with one of the campaign designers, you identify several ethical problems with the new poster he has created. His poster includes the following elements:

  1. The poster image shows a group of poor, urban, African-American children playing alongside the Ohio River.
  2. The poster text states: “Let’s help them clean up.”
  3. The poster has several overlaid images in the corner of a few celebrities, which gives the impression of celebrity endorsement.
  4. There are no sources acknowledged anywhere on the poster.
  5. The poster has been digitally altered to make the African-American children appear thinner, darker, and dirtier.

Since you are flying out to a campaign meeting in one hour, you ask this campaign designer to hold this poster and wait for your video review.

You plan to take time tomorrow to create a seven minute or less video analysis. Using screen share, you can present the poster image visually and verbally instruct this designer how to correct several ethical visual issues. You realize you will not only have to identify the ethical visual issues and explain how to revise and change them, but you will also need to clearly describe to him the effect these unethical media issues will have on society.

After you make your video, you will upload it to YouTube to be sure he views it before this detrimental poster is published.

Note: You may use any visual and audio screen sharing tool to make the videos; if you do not have a preferred tool, an Internet search will provide a number of free versions to choose from.

Grading Rubric

Deliverable 4 – Visually Persuading Your Viewer

Competency

Prepare and evaluate the use of media visuals to improve persuasive and marketing communication.

Instructions

You are a visual communication expert for a company that creates and maintains websites for large businesses and organizations. They called a meeting a few days ago to bring various departments together for a “think tank” session. The goal of this session was to update the images and visual elements on the website of your newest client: a large medical facility’s website. Currently, they are using the same website images across all websites in the following American locations: New York City, Miami, Phoenix, and Denver.

As the meeting progressed, several people posed several situational conversations. You took careful notes during the meeting, and as you review them at home, you decide to create a video to address all the issues discussed.

In less than seven minutes, your video will outline the importance of using cultural familiarity, perspective framing, and emotional appeal in order to visually persuade viewers in all of these different locations. For clarity, you decide to include specific visual images and examples that could replace current website images for each situation. During the video, you plan to include audio explanations to prove your points to the other “think tank” members. You will upload your video to YouTube and submit the link so all the members of the team can take the time to review the video before the next meeting.

You review the situational conversation notes:

  1. Carol asks: “Why can’t we just use the same images that are already being used for all the different locations? All the images of the medical staff look American enough.”
  2. Daniel states: “Let’s use images of families in all of the images that scroll through the main website page. That will catch everyone’s eye-everyone has a family somewhere.”
  3. Caleb questions: “The pictures we use should all be outdoors and of people having fun. Isn’t that what all patients want to see when they visit the medical facilities website?”
  4. Heather states: “Maybe we should think like the potential patients that might visit this website. What would those patients want to see regarding this facility?”
  5. Samuel asks: “How can we use images to get people to feel like they will get better, or experience a miracle, or receive better treatment here than at some other facility?”

Note: You may use any visual and audio screen sharing tool to make the videos; if you do not have a preferred tool, an Internet search will provide a number of free versions to choose from.

Grading Rubric

Deliverable 3 – Enhancing Messages with Visuals

Competency

Investigate and modify workplace visual media communication to enhance efficiency in completing tasks.

Instructions

You work for a marketing organization that has taken on a new client. The new client is originally an American company which targets American clients. However, with the current trends, this company realizes it needs to extend into global operations.

Your task is to create two logos for this new client and submit a video presentation for the marketing team to review. Create an original, American-style logo, and then create a more globalized version of that logo. Since most of the company’s global clients come from India, design the global logo to reflect the visual preferences that might appeal to that specific global audience. When designing the logos, utilize the following visual communication elements:

  1. Logo size
  2. Logo color scheme
  3. Logo symbols/symbolism
  4. Logo iconic meaning

The marketing team has specified that the video presentation should be less than three minutes in length, and be created using a screen share to show both your visuals and audio analysis, and that it be uploaded to YouTube for easy accessibility. They have also sent an email stating the following items need to be addressed:

  • The main objective is to present your two logos and address how they strategically and effectively use the visual communication elements itemized.
  • Be sure to compare and contrast how differently American and Indian target audiences may respond to these logos.
  • Discuss why your marketing organization should consider the importance of using the visual elements you visually designed for these logos.

Note: You may use any visual and audio screen sharing tool to make the videos; if you do not have a preferred tool, an Internet search will provide a number of free versions to choose from.

Grading Rubric