Visual Hiierarchy
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Transcript of Visual Hiierarchy
![Page 1: Visual Hiierarchy](https://reader036.fdocuments.in/reader036/viewer/2022082915/54839591b4af9fae548b471e/html5/thumbnails/1.jpg)
• Hierarchy -> cult image- Monumentality - Frontality
• Arts as propaganda • Establishing Visual Communication
VISUAL HIERACHYHistory of Arts & Usability
![Page 2: Visual Hiierarchy](https://reader036.fdocuments.in/reader036/viewer/2022082915/54839591b4af9fae548b471e/html5/thumbnails/2.jpg)
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,
![Page 3: Visual Hiierarchy](https://reader036.fdocuments.in/reader036/viewer/2022082915/54839591b4af9fae548b471e/html5/thumbnails/3.jpg)
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.
![Page 4: Visual Hiierarchy](https://reader036.fdocuments.in/reader036/viewer/2022082915/54839591b4af9fae548b471e/html5/thumbnails/4.jpg)
This image demands the viewer´s willingness to follow the instruction of Uncle Sam to join the army.
The recruiting poster of “Uncle Sam”
![Page 5: Visual Hiierarchy](https://reader036.fdocuments.in/reader036/viewer/2022082915/54839591b4af9fae548b471e/html5/thumbnails/5.jpg)
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
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The monumental character of political images serves as a means to intimidate and have propaganda aims.
Mao Zedong
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Monumentality applied in modern commercials
The H&M campaign poster with David Beckham