“We assemble a world from pieces, assuming that what we see is both coherent and equivalent to reality. Until we discover it is not.” (Mirzoeff, Nicholas 10)
People have different viewpoints and perspectives on life which are modified by variables such gender, age, religion etc. This can alter the way that we analyze, view and interpret different visual texts by enhancing our understanding of the deeper meanings. This is important to art and design practices because the artist must be able to understand the different ways that someone will interpret the text, even though it may not be “coherent and equivalent to reality” (Mirzoeff, Nicholas 10.) An example of when I experienced this while analyzing the fruit advertising in New World Willis St was on the Bananas where they had the fair trade mark. One person in my group analyzed this as a way to make more money and it not actually helping the inequality in the fair trade system. However, I saw this advertising as a way of changing morals as people will be buying better quality goods. We both hold these perspectives because of our different upbringings and knowledge on the situation.
NASA, Apollo 17 Crew. Blue Marble. 1972. Photograph. NASA Johnson Space Centre. Web. 22 March 2016
Context is important when relating visual texts because they are no different than the verbal/textual language in that it can be purposefully constructed, we can interpret the context from what is going on surrounding it, and how it connects to the environment that it’s placed/used in. When we analyze this information it then becomes easier for the viewer to understand the author, subject, audience and the means of communication. When we are looking at this image above of Blue Marble we see a simple photograph of the earth which we all recognise and know, however when we look deeper and look at this photo in context we are able to understand how this was the first image of the earth ever to be taken, and to get this photo you have to be over 11,000 kilometres away where only a three manned crew of Apollo 17 have actually ever seen this view (Mirzeoff, Nicholas 9)
Haileigh Patterson. New World Metro Advertising Sign. Willis Street. Photograph. 15 March 2016
To think critically one must go beyond the surface of the visual texts and be able to explore and understand what is seen. This is important to art and design practices because we allow ourselves to take an in-depth view into what is being portrayed. I used critical thinking when I was analysing billboard advertising and fruit and vegetable advertising in central wellington. When I was analyzing these different types of advertising, I noticed a significant contrast between the two. Both of these types of advertising were directed at the general public, however, the billboard advertising had more visual elements to tell a story to the viewer- as the public only have a few seconds to view this as they drive past. whereas the fruit advertising is very minimalistic, plain and is more focused on quality and price rather than imagery to capture the attention of the public.