AAD 0012. Visual Communication
Units: 3
Also known as COMM 12
Hours: 54 lecture
Study of visual communication including design principles, aesthetics, visual perception, non-verbal messages, relationship to verbal communication, audience analysis, mass media and persuasion. Historical overview of visual media as well as current trends and technology. (C-ID JOUR 170) (CSU, UC)
AAD 0012 - Visual Communication
http://catalog.sierracollege.edu/course-outlines/aad-0012/
Catalog Description Also known as COMM 12 Hours: 54 lecture Description: Study of visual communication including design principles, aesthetics, visual perception, non-verbal messages, relationship to verbal communication, audience analysis, mass media and persuasion. Historical overview of visual media as well as current trends and technology. (C-ID JOUR 170) (CSU, UC) Course Student Learning Outcomes CSLO #1: Distinguish the influence of physical, biological, psychological, and cultural factors upon visual communication. CSLO #2: Critique visual messages from various theoretical perspectives including design principles. CSLO #3: Create and evaluate persuasive messages directed toward specific audiences. CSLO #4: Identify emerging technology as it relates to visual communication, including Artificial Intelligence. Examine the ethical concerns of emerging technology, including Copyright Law. Effective Term Fall 2025 Course Type Credit - Degree-applicable Contact Hours 54 Outside of Class Hours 108 Total Student Learning Hours 162 Course Objectives Through written assignments, exams, student projects and class discussions students will: describe the unique characteristics of visual communication; survey non-verbal communication with particular emphasis on visual influences; analyze visual content from personal, cultural, technical, historical, ethical, design and critical perspectives; distinguish the aesthetic principles of design communication; identify the symbolic, expressive, and biologic influence of light; describe storytelling and implied narrative as communication tools in various media; explain the relationship between the eye and the brain and their perception of communication; analyze the influence of biological, psychological, and cultural factors upon visual perception; analyze visual content in terms of gestalt theory and semiotic codes; identify propaganda techniques in visual communication examples; compare and contrast the use of visual content in various mass media; explain the relationship between available technology and content in visual communication; define mass media and media convergence and other media relevant terms; compare the defining characteristics, historical development and cultural impact of various media; analyze a persuasive design directed toward a specific target audience; and respond to class projects and assignments through self-reflection and critical analysis. General Education Information Approved College Associate Degree GE Applicability AA/AS - Literature & Language CSU GE Applicability (Recommended-requires CSU approval) CSUGE - C2 Humanities Cal-GETC Applicability (Recommended - Requires External Approval) IGETC Applicability (Recommended-requires CSU/UC approval) IGETC - 3B Humanities Articulation Information CSU Transferable UC Transferable Methods of Evaluation Classroom Discussions Example: Students will be asked to read a chapter from their textbook on inattentional blindness. After reading the chapter students will share personal experiences with inattentional blindness. Students will be asked to participate in the class discussion. The instructor will contribute to and facilitate the conversation with students. Students will be assessed based on their participation. (Objectives 1, 2, and 7) Projects Example: To test course objectives 4, 6, 10, 12, 13, 15, and 16 students will create an Ad Campaign which will analyze, define, and identify specific topics from the course. Each student must include a written analysis of the ad campaign they create. Additionally, students will be asked to create either a still image ad or a video commercial ad to support their written analysis of an ad campaign. Students will be graded using a rubric and provided feedback through instructor comments. Repeatable No Methods of Instruction Lecture/Discussion Distance Learning Lecture: Instructor will lecture on ethical issues surrounding persuasion with historical examples and conduct in-class discussion on the ethical issues surrounding other current examples of persuasion and propaganda in visual communication. Students are expected to actively participate in the lecture. (Objectives 10 and 11) Distance Learning Through Distance Learning, the instructor will present a video lecture on Visual Persuasion. After the student views the lecture, they will then be asked to participate in a Discussion Forum on the same subject. In the Discussion Forum, students will be asked to provide an example of of Visual Persuasion in image form and discuss the impact on the viewer and analyze the elements related to Visual Persuasion. (Objectives 10 and 11) Typical Out of Class Assignments Reading Assignments 1. Read chapter one from text book on observation. Note the exercise in chapter one on observing a public place in detail. 2. Go to a public place of your choosing. Stay at the location for at least one hour. Put away all sensory distractions. Take a full page of notes and try to document as much visual information as you can. Describe the location and be as detailed as possible. What furniture, colors, textures, visuals, advertisements, logos, and brands do you see? What are people doing, and describe their nonverbal communication. (Objectives 1, 2, 3, and 4) Writing, Problem Solving or Performance 1. Students are asked to examine a mural located in Boyle Heights, Los Angeles, called, Resiste! by Nani Chacon, a Latinx artist. Students are asked to examine the mural using the PCTHEDC method which requires the to consider the following perspectives: Personal, Cultural, Technical, Historical, Ethical, Design, and Critical. 2. Students are asked to write a minimum of 500 words and consider each perspective in their write up. Students are also provided a video about Nani Chacon and her work. (Objectives 3) Other (Term projects, research papers, portfolios, etc.) 1. Students are asked to watch a documentary called, Super Size Me 2 - Holy Chicken. This documentary discusses the process of building a fast food restaurant and the various visual communication strategies used to advertise the restaurant to the public. 2. After watching the documentary students are asked to respond through a written analysis with a minimum word count of 750. Students are asked to respond specifically on Typography, Color and Persuasive Advertising techniques used in the fast food industry as demonstrated by the documentary. (Objectives 4, 6, 9, 10, 11, 13, 15, and 16) Required Materials Visual Intelligence Author: Herman, Amy Publisher: Eamon Dolan/Mariner Books Publication Date: 2017 Text Edition: Classic Textbook?: No OER Link: OER: Visual Communication: Images with Messages Author: Paul Lester Publisher: Wadsworth Publishing Publication Date: 2013 Text Edition: 6th Classic Textbook?: No OER Link: OER: Practices of Looking: Introduction to Visual Culture Author: Arthur Berger Publisher: Oxford University Press Publication Date: 2012 Text Edition: 2nd Classic Textbook?: No OER Link: OER: Foundations of Visual Communication How Visuals Appear in Daily Life Author: Yvonne Eriksson, Anette Göthlund Publisher: Routledge Publication Date: 2023 Text Edition: First Classic Textbook?: OER Link: OER: Other materials and-or supplies required of students that contribute to the cost of the course.
Applied Art and Design
http://catalog.sierracollege.edu/departments/applied-art-design/
Applied Art and Design is an academic discipline which focuses on the principles and practical applications of art, design, photography, computer graphics, imaging and animation. Study of the foundations of design, creative problem solving, portfolio development and internship experiences, all prepare students for transfer programs and career opportunities. Within the AA/AS degree or certificate options, students may concentrate in Graphic Design, Illustration, or Multimedia. Students who successfully complete the Applied Art and Design major can expect to find entry level employment in such areas as digital illustration, graphic design for print and internet, multimedia, animation, photographic retouching and pre-press operation.
COMM 0012 - Visual Communication
http://catalog.sierracollege.edu/course-outlines/comm-0012/
Catalog Description Also known as AAD 12 Hours: 54 lecture Description: Study of visual communication including design principles, aesthetics, visual perception, non-verbal messages, relationship to verbal communication, audience analysis, mass media and persuasion. Historical overview of visual media as well as current trends and technology. (C-ID JOUR 170) (CSU, UC) Course Student Learning Outcomes CSLO #1: Distinguish the influence of physical, biological, psychological, and cultural factors upon visual communication. CSLO #2: Critique visual messages from various theoretical perspectives including design principles. CSLO #3: Create and evaluate persuasive messages directed toward specific audiences. CSLO #4: Identify emerging technology as it relates to visual communication, including Artificial Intelligence. Examine the ethical concerns of emerging technology, including Copyright Law. Effective Term Fall 2025 Course Type Credit - Degree-applicable Contact Hours 54 Outside of Class Hours 108 Total Student Learning Hours 162 Course Objectives Through written assignments, exams, student projects and class discussions students will: describe the unique characteristics of visual communication; survey non-verbal communication with particular emphasis on visual influences; analyze visual content from personal, cultural, technical, historical, ethical, design and critical perspectives; distinguish the aesthetic principles of design communication; identify the symbolic, expressive, and biologic influence of light; describe storytelling and implied narrative as communication tools in various media; explain the relationship between the eye and the brain and their perception of communication; analyze the influence of biological, psychological, and cultural factors upon visual perception; analyze visual content in terms of gestalt theory and semiotic codes; identify propaganda techniques in visual communication examples; compare and contrast the use of visual content in various mass media; explain the relationship between available technology and content in visual communication; define mass media and media convergence and other media relevant terms; compare the defining characteristics, historical development and cultural impact of various media; analyze a persuasive design directed toward a specific target audience; and respond to class projects and assignments through self-reflection and critical analysis. General Education Information Approved College Associate Degree GE Applicability AA/AS - Literature & Language CSU GE Applicability (Recommended-requires CSU approval) CSUGE - C2 Humanities Cal-GETC Applicability (Recommended - Requires External Approval) IGETC Applicability (Recommended-requires CSU/UC approval) IGETC - 3B Humanities Articulation Information CSU Transferable UC Transferable Methods of Evaluation Classroom Discussions Example: Students will be asked to read a chapter from their textbook on inattentional blindness. After reading the chapter students will share personal experiences with inattentional blindness. Students will be asked to participate in the class discussion. The instructor will contribute to and facilitate the conversation with students. Students will be assessed based on their participation. (Objectives 1, 2, and 7) Projects Example: To test course objectives 4, 6, 10, 12, 13, 15, and 16 students will create an Ad Campaign which will analyze, define, and identify specific topics from the course. Each student must include a written analysis of the ad campaign they create. Additionally, students will be asked to create either a still image ad or a video commercial ad to support their written analysis of an ad campaign. Students will be graded using a rubric and provided feedback through instructor comments. Repeatable No Methods of Instruction Lecture/Discussion Distance Learning Lecture: Instructor will lecture on ethical issues surrounding persuasion with historical examples and conduct in-class discussion on the ethical issues surrounding other current examples of persuasion and propaganda in visual communication. Students are expected to actively participate in the lecture. (Objectives 10 and 11) Distance Learning Through Distance Learning, the instructor will present a video lecture on Visual Persuasion. After the student views the lecture, they will then be asked to participate in a Discussion Forum on the same subject. In the Discussion Forum, students will be asked to provide an example of of Visual Persuasion in image form and discuss the impact on the viewer and analyze the elements related to Visual Persuasion. (Objectives 10 and 11) Typical Out of Class Assignments Reading Assignments 1. Read chapter one from text book on observation. Note the exercise in chapter one on observing a public place in detail. 2. Go to a public place of your choosing. Stay at the location for at least one hour. Put away all sensory distractions. Take a full page of notes and try to document as much visual information as you can. Describe the location and be as detailed as possible. What furniture, colors, textures, visuals, advertisements, logos, and brands do you see? What are people doing, and describe their nonverbal communication. (Objectives 1, 2, 3, and 4) Writing, Problem Solving or Performance 1. Students are asked to examine a mural located in Boyle Heights, Los Angeles, called, Resiste! by Nani Chacon, a Latinx artist. Students are asked to examine the mural using the PCTHEDC method which requires the to consider the following perspectives: Personal, Cultural, Technical, Historical, Ethical, Design, and Critical. 2. Students are asked to write a minimum of 500 words and consider each perspective in their write up. Students are also provided a video about Nani Chacon and her work. (Objectives 3) Other (Term projects, research papers, portfolios, etc.) 1. Students are asked to watch a documentary called, Super Size Me 2 - Holy Chicken. This documentary discusses the process of building a fast food restaurant and the various visual communication strategies used to advertise the restaurant to the public. 2. After watching the documentary students are asked to respond through a written analysis with a minimum word count of 750. Students are asked to respond specifically on Typography, Color and Persuasive Advertising techniques used in the fast food industry as demonstrated by the documentary. (Objectives 4, 6, 9, 10, 11, 13, 15, and 16) Required Materials Visual Intelligence Author: Herman, Amy Publisher: Eamon Dolan/Mariner Books Publication Date: 2017 Text Edition: Classic Textbook?: No OER Link: OER: Visual Communication: Images with Messages Author: Paul Lester Publisher: Wadsworth Publishing Publication Date: 2013 Text Edition: 6th Classic Textbook?: No OER Link: OER: Practices of Looking: Introduction to Visual Culture Author: Arthur Berger Publisher: Oxford University Press Publication Date: 2012 Text Edition: 2nd Classic Textbook?: No OER Link: OER: Foundations of Visual Communication How Visuals Appear in Daily Life Author: Yvonne Eriksson, Anette Göthlund Publisher: Routledge Publication Date: 2023 Text Edition: First Classic Textbook?: OER Link: OER: Other materials and-or supplies required of students that contribute to the cost of the course.
Advanced Manufacturing
http://catalog.sierracollege.edu/departments/advanced-manufacturing/
...Required Courses: 26 units AAD 0070 Graphic Design...Level I 2 ENGL 0012 Writing in the...
Humanities
http://catalog.sierracollege.edu/departments/humanities/
...from the following: 12 AAD 0012 Visual Communication (also COMM 0012 ) ARHI 0101 Art Appreciation...
