• Hierarchy -> cult image- Monumentality - Frontality

• Arts as propaganda • Establishing Visual Communication

VISUAL HIERACHYHistory of Arts & Usability

It was St. Gregory the Great who expressed that images should serve not only as a adoration object but above all as a means of didactic process.

http://www.britannica.com/blogs/2010/12/byzantine-masterpiece-hagia-sophia-picture-of-the-day/

Christ Pantokrator, Cathedral of Cefalù,

The function of the iconic picture was to create the strong sense of presence. Therefore its central formal structure corresponds to the demands of a cult image.

This approach resulted from the attitude of a viewer that was spurned by their need for a deep emotional experience. Such an application of the mages required special psychological state, and would help as a source of emphatic meditation.

This image demands the viewer´s willingness to follow the instruction of Uncle Sam to join the army.

The recruiting poster of “Uncle Sam”

This structure previously used to catch the attention and to transmit him into the state of deep connection receives here Medusa Effect that greets the viewer verbally and tries to “transfix him with the directness of its gaze

The Gilette Banner

The monumental character of political images serves as a means to intimidate and have propaganda aims.

Mao Zedong

Monumentality applied in modern commercials

The H&M campaign poster with David Beckham