Visual Communication Elements

The Rule of Thirds
The Rule of Thirds is based on the idea that the human eye is naturally drawn to a point that follows the suggestion of the golden mean. Superimpose a tic-tac-toe grid on most aspect ratios and you might be surprised how many compositions follow this basic influence on photographic composition, visual design. See where the strongest and most contrasting points fall on the intersecting lines of that grid, creating movement through the frame.

At the Dam Cafe at Hoover Dam are these umbrellas, stainless steel structures that provide shade for the Dam tourists. The intricacies of the umbrella structure and morays induced by the patterns of the holes in the canopy inspired this shot.


This vertical composition of one of the angels who flank a memorial at Hoover Dam illustrates the compositional influence of the rule of thirds as well.


Landscapes will be more pleasing to the eye when the Rule of Thirds is applied to the horizon line.



If the area of interest is land or water, the horizon line will usually be two-thirds up from the bottom. Alternately, if the sky is the area of emphasis, the horizon line may be one-third up from the bottom, leaving the sky to take up the top two-thirds of the picture.

Faces lend themselves to the golden rule, unique compositions in and of themselves, but frame them under the same compositional influences using thirds and the images breathe. Imagine if each of these were framed dead-center, static.











Daniel and Lindsey flirt a bit with the frame that is closest their faces. For Daniel it's camera-right and Lindsey camera-left. Thirds force them to the frame which induces a bit of bounce back with their eyes, taking your eyes into the frame, for Daniel from left to fight and for Lindsey just the opposite. 

Amber's composition exploits the thirds rule as well, but the energy here is more riveting on her eyes by the placement and the lack of influence of the frame. There is no ricochet like the two above, so framed due to a number of factors; the sub-composition of the contrast of her hair against her hoodie against the background, and the remarkable agreement between her eyes and her smile. 

I don't recognize these influences during the shoot. It's more a matter of trusting the movement of my own eye in the viewfinder and the subtle adjustment of the film plane to capture something that communicates. 


The Diagonal Rule

Linear elements, such as roads, waterways, and fences placed diagonally, are generally perceived as more dynamic than horizontally placed ones.

This establish of the Dam Cafe sends the eye on a z axis through the frame via the strong vertical lines of the railing.

Vectors
Indications of direction are considered to be vectors and can be categorized into graphic, motion, and index vectors.

Graphic vectors have a strong sense of direction such as strong architectural angles of a building or lines painted on a roadway surface. These vectors encourage eye movement through the frame along the vector line.

The diagonal graphic lines etched in the walls of this slot canyon force the z-axis attraction.


Index vectors suggest direction such as a pointing finger or the arrow on a "one way" sign. The image below uses the the hardware on the belt to direct the eye out of the frame.


Motion vectors take the eye and lead it through the frame. The closer the proximity of the object to the frame the more amplified the psychological context.



The motion vector of the car above points to space for it to move into, giving it a psychological sense of balance, space and momentum.


The motion vector of this here leads the car right into the frame creating a sense of trapping or nowhere to go.


The Portfolio Speech Rubric

All objectives are considered for this presentation.

Point Value: 400

(60 Points) Audience Adaptation
Indicative of your ability to analyze and connect to a specific audience.


(60 Points) Integration
Your ability to seamlessly design and integrate images and visual elements to supplement the cognitive and affective consequences of your presentation.


(50 Points) Energy
Your ability to engage your audience through your non-verbal dynamics; movement, specifically during your transitions.


(60 Points) Persuasive Appeal
Your ability to create an ideological turn and/or motivate your audience to a specific call to action using identified appeals.


(50 Points) Structure
Your presentation is set up with an attention-getting step, a declarative thesis and supporting propositions, transitions, backed and cited claims, and a conclusion with a call-to-action that wraps back to your attention-getting step.


(70 Points) Delivery
Your articulation and enunciation, your use of gestures to support your points and emphasis, your control of movement and your bifurcation.


(50 Points) Stretch
The progress you've made since your first attention-please speech.

The Repertoire Speech Rubric

Objectives:
  • Construct an applicable thesis, plan and organize its construct, research existing and new ideas for its support.
  • Create Impact with visual still and motion information.
  • Grab your audience’s attention.
  • Analyze your audience, hopefully whatever the context.
  • Identify effective speech through frequent critique and revision, rehearsal and delivery to realize a polished performance.

Description:
Write, research, organize and visually supplement two speeches, one a motivational persuade and the other a technological, political or philosophical informative. Develop both cognitive and affective appeals for both presentations. These will be your “hip pocket” speeches, presentations you will eventually be able to give spontaneously with or without visual integration.

Point Value: 100

Rubric
The speaker defines an attention-getting step, states a clear thesis that defines the purpose of the speech and is adapted to the audience, and identifies propositions to support their thesis.
15 Points

Unprepared (0-4) Accomplished (5-09) Competent (10-15)


The speaker effectively integrates their presentation.
15 Points

Unprepared (0-4) Accomplished (5-09) Competent (10-15)


The speaker articulated, used dynamics in tone rate, speed and pitch, and engaged the audience non-verbally through appropriate movement and eye contact.
15 Points

Unprepared (0-4) Accomplished (5-09) Competent (10-15)


The speaker presented either a a motivational persuade or a technological, political or philosophical informative speech. 
15 Points 

Unprepared (0-4) Accomplished (5-09) Competent (10-15)


The speaker developed both cognitive and affective appeals.
10 Points

Unprepared (0-3) Accomplished (3-8) Competent (9-10)


The speaker kept text at a minimum in their presentation.
5 Points

Unprepared (0-1) Accomplished (2-3) Competent (4-5)


The speaker was not upstaged by their integration.
5 Points

Unprepared (0-1) Accomplished (2-3) Competent (4-5)


The speaker kept self-checking at a minimum.
5 Points

Unprepared (0-1) Accomplished (2-3) Competent (4-5)


The speaker organized propositions logically or chronologically.
5 Points

Unprepared (0-1) Accomplished (2-3) Competent (4-5)


The speaker transitions summarizing and/or relating information from one point to next.
Orally
Visually
5 Points

Unprepared (0-1) Accomplished (2-3) Competent (4-5)


The speaker supports claims with stratified research cited within the body of the presentation.
5 Points

Unprepared (0-1) Accomplished (2-3) Competent (4-5)

Lots of Questions

...and that's good. Many of which deal with the language I use in describing the informative hip-pocket; a technological, political or philosophical informative. Here's what I mean. I'm posting links from previous students in other classes to give you context on topics. I'm not suggesting you use these for your presentations - these are just examples of each type of informative. 

Technological
The Ring
The Hololens
The Skin Gun

(Be sure to click links or copy and paste code to see video.)

Political
Ebola in America
University of Oklahoma Racist Chant
Aaron Schock

Philosophical
The Food Babe
Garissa University Shootings
Jeremy Clarkson

Let's do this...


This came around pretty quickly, though maybe not for you. Congrats to all of you for making it this far.

Typically for this class I have all enrolled deliver a baseline speech to give me an idea of each student's competency in public speaking. Our Argumentation class is still pretty fresh (some might argue a little too fresh), and I have a pretty good idea of what most of you can do, so I'm skipping the baseline assignment. You can thank me Tuesday.

You'd be better served getting to know presentation software. I'm requiring Slides in Google Docs for a number of reasons, all of which I'll cover in class. In the meantime, do what you can to get up to speed on this presentations software.

Read the syllabus to generate your questions. Follow the links above on the bar.

Set up a new blog for this course. Find a tutorial here. I should mention there are some specific instructions in the tutorial that you should follow, so take a look. Once you have the address for your blog (the URL) copy and past it into an email and send it to comm4020@gmail.com. I will then post your blog to the class blogroll. 


-e

Persuasion Application Rubric - Marwell & Schmidt's Taxonomy

Description
Post a public speaking artifact and your analysis of its use of persuasion theory using Marwell & Schmidt's Taxonomy of Influence Tactics to your blog by the designated due date on the schedule. The analysis should draw out the use of any of the tactics.

Points Possible: 50

Rubric
1. The post identifies a valid artifact of a public speech or presentation and includes an embedded video of its content.
5 Points


2. The post identifies the use of compliance gaining or influence tactics by the speaker to create a cognitive effect or an affective consequence and explains how the model functions to arrive at either outcome.
15 Points


3. The post discusses which, if any, Process Premise (needs, emotions, attitudes, consistency) that the speech attempts to construct as a basis of persuasion and provides an analysis of how the premise succeeds or fails to make the speaker's point.
15 Points


4. The post is well-written and free of grammar issues.
5 Points


5. The author has contributed to at least four other peers' posts by commenting, providing feedback and their point of view.
10 Points

Persuasion Application Rubric - Larsen

Description
Post a public speaking artifact and your analysis of its use of persuasion theory using Larsen's Cultural Images and Myths to your blog by the designated due date on the schedule. The analysis should draw out the use of any of the six myths, including The Wisdom of the Rustic, The Possibility of Success, The Coming of a Messiah, The Presence of Conspiracy, The Value of Challenge, and The Eternal Return.

Points Possible: 50

Rubric
1. The post identifies a valid artifact of a public speech or presentation and includes an embedded video of its content.
5 Points


2. The post identifies one of Larsen's Cultural Myths used by the speaker to create a cognitive effect or an affective consequence and explains how the myth functions to arrive at either outcome.
15 Points


3. The post discusses which, if any, process premise (needs, emotions, attitudes, consistency) that the speech attempts to construct as a basis of persuasion and provides an analysis of how the premise succeeds or fails to make the speaker's point.
15 Points


4. The post is well-written and free of grammar issues.
5 Points


5. The author has contributed to at least four other peers' posts by commenting, providing feedback and their point of view.
10 Points

Persuasion Application Rubric - Fogg

Description
Post a public speaking artifact and your analysis of its use of persuasion theory using BJ Fogg's Behavioral Change Model to your blog by the designated due date on the schedule. The analysis should draw out the simultaneous use of Motivation, Abilities and Triggers.

Points Possible: 50

Rubric
1. The post identifies a valid artifact of a public speech or presentation and includes an embedded video of its content.
5 Points


2. The post identifies the use of Motivation, Abilities and Triggers used by the speaker to create a cognitive effect or an affective consequence and explains how the model functions to arrive at either outcome.
15 Points


3. The post discusses which, if any, process premise (needs, emotions, attitudes, consistency) that the speech attempts to construct as a basis of persuasion and provides an analysis of how the premise succeeds or fails to make the speaker's point.
15 Points


4. The post is well-written and free of grammar issues.
5 Points


5. The author has contributed to at least four other peers' posts by commenting, providing feedback and their point of view.
10 Points

Persuasion Application Rubric - Reich

Description
Post a public speaking artifact and your analysis of its use of persuasion theory using Reich's Cultural Parables to your blog by the designated due date on the schedule. The analysis should draw out the use of any of the four parables, including The Mob at the Gates, The Triumphant Individual, The Benevolent Community, or The Rot at the Top.

Points Possible: 50

Rubric
1. The post identifies a valid artifact of a public speech or presentation and includes an embedded video of its content.
5 Points


2. The post identifies one of Reich's Cultural Parables used by the speaker to create a cognitive effect or an affective consequence and explains how the parable functions to arrive at either outcome.
15 Points


3. The post discusses which, if any, process premise (needs, emotions, attitudes, consistency) that the speech attempts to construct as a basis of persuasion and provides an analysis of how the premise succeeds or fails to make the speaker's point.
15 Points


4. The post is well-written and free of grammar issues.
5 Points


5. The author has contributed to at least four other peers' posts by commenting, providing feedback and their point of view.
10 Points

Larsen's Cultural Images and Myths

The Wisdom of the Rustic



The Possibility of Success



The Coming of a Messiah
The Presence of Conspiracy



The Value of Challenge


The Eternal Return

Reich's Cultural Parables

The Mob at the Gates
This depicts America as a beacon light of virtue in a world of darkness, a small island of freedom and democracy in a perilous sea. We are uniquely blessed, the proper model for other peoples' aspirations, the hope of the world's poor and oppressed. The parable gives voice to a corresponding fear: we must beware, lest the forces of darkness overwhelm us. Our liberties are fragile; our openness renders us vulnerable to exploitation or infection from beyond.

The Triumphant Individual
It's the little guy who works hard, takes risks, believes in himself, and eventually earns wealth, fame, and honor. It's the parable of the self-made man (or, more recently, woman) who bucks the odds, spurns the naysayers, and shows what can be done with enough drive and guts. He's a loner and a maverick, true to himself, plain speaking, self-reliant, uncompromising in his ideals.

The Benevolent Community
It's neighbors and friends rolling up their sleeves and pitching in to help one another, of self-sacrifice, community pride, and patriotism. It is about Americans' essential generosity and compassion toward those in need.

The Rot at the Top
The fourth parable is about the malevolence of powerful elites, be they wealthy aristocrats, prestigious administrators, rapacious business leaders, or imperious government officials. The American parable differs subtly but profoundly from a superficially similar European mythology.

Process Premises



Process premises target the psychological process that provide impetus for most people, from the most basic to the most sophisticated. 

Needs - The First Process Premise
Packard's "Compelling Needs"
  • Emotional Security
  • Reassurance of Worth
  • Ego-Gratification
  • Creative Outlets
  • Love Objects
  • Sense of Power
  • Sense of Roots
  • Immortality
Maslow's Hierarchy
  • Self-actualization
  • Esteem
  • Belonging
  • Safety
  • Physiologitcal

Emotions - The Second Process Premise
  • Fear
  • Guilt
  • Anger
  • Pride
  • Happiness/Joy

Attitudes - The Third Process Premise
Attitudes, Beliefs and Opinions

The Functions of Attitudes
  • Cognitive influences
  • Emotional influences
  • Behavioral influences

Consistency - The Fourth Process Premise
Cognitive Dissonance Theory





Sources of Dissonance
  • Loss of Group Prestige
  • Economic Loss
  • Loss of Personal Prestige
  • Uncertainty of Prediction

Sources of Consonance
  • Reassurance of Security
  • Demonstration of Predictability
  • The Use of Rewards

Marwell & Schmitt's Taxonomy Influence Tactics



Reward
I'll reward you if you do it. "I'll throw in a pair of speakers if you buy it today." "Thanks! I'll make certain your manager knows how helpful you were."

PunishmentI'll punish you if you don't do it. "If you don't buy it today, I won't be able to offer you this special incentive price again." "If I can't get it at that price tomorrow, then I'll take my business elsewhere."

Positive Expertise
Speaking as an authority on the subject, I can tell you that rewards will occur if you do X, because of the nature of reality. "If you start working out at our gym regularly, you'll find that people are more attracted to you physically."

Negative Expertise
Speaking as an authority on the subject, I can tell you that punishments will occur if you do Y, because of the nature of reality. "If you don't buy it today, you may never get another chance--our stock is almost sold out."

Liking, Ingratiation
Getting the prospect into a good frame of mind ­ "Gosh you look nice today. I just love that hat you're wearing! Should we order dessert before we look over the contracts?"

Gifting, Pre-giving
Giving something as a gift, before requesting compliance. The idea is that the target will feel the need to reciprocate later. "Here's a little something we thought you'd like. Now about those contracts . . ."

Debt
Calling in past favors. "After all I've done for you! Come on--this time it's me who needs the favor."

Aversive Stimulation
Continuous punishment, and the cessation of punishment is contingent on compliance. "I'm going to play my classical music at full volume if you insist on playing your rock music at full volume. When you turn yours down, I'll turn mine down."

Moral Appeal
This tactic entails finding moral common ground, and then using the moral commitments of a person to obtain compliance. "You believe that women should get equal pay for equal work, don't you? You don't believe that men are better than women, do you? Then you ought to sign this petition! It's the right thing to do."

Positive Self-feeling
You'll feel better if you... "If you join our club today, you'll feel better about yourself because you'll know that you're improving every day."

Negative Self-feeling
You'll feel bad if you... "If you don't return it to him and apologize, you'll find it hard to live with yourself."

Positive Altercasting
Good people do... "Smart people tend to sign up for the year in advance, because that's how they can get the best weekly rate."

Negative Altercasting
Only a bad person would do . "You're not like those bad sports that whine and complain when they lose a game."

Altruism
Do-Me-A-Favor. "I really need this photocopied right away, can you help me out?" (An extremely common influence tactic and in wide use among friends and acquaintances).

Positive Esteem of Others
Other people will think more highly of you if you . "People respect a man who drives a Mercedes."

Negative Esteem of Others
Other people will think worse of you if you . "You don't want people thinking that you're a drug-head loser, do you?"