Visual literacy is the ability to understand visual images and also the ability to use visual images to communicate and relay your thoughts to others. As technology becomes increasingly more prevalent, it has become more important to use visuals to communicate and be able to decipher others' messages in their images. With programs like photoshop people are able to manipulate images immensely. In a video provided in the material there was a video of extreme photoshop makeover. By changing the color grading and erasing imperfections or artifacts that are not wanted, it is possible to reinforce the message of an image or even change the meaning of an image completely after the fact.
Visual literacy is critical in my major and and profession. Everything I do is based on and judged by the images I capture and create. Understanding how to change the meaning of an image and knowing how the image is received by an audience can be make or break for a specific project. As far as marketing goes and commercial work, there are many techniques marketers and graphic designers use to reinforce their points and appeal to their respective audiences. A commercial on the television is completely dependent on visual literacy. The images show in a commercial give the audience a definition of the project in their own mind so it is important to convey the product so that it will be received correctly.
http://www.redorbit.com/news/health/148577/mediavisual_literacy_art_education_cigarette_ad_deconstruction/index.html
The Link I found from redorbit.com deconstructs a cigarette ad and analyzes what the ad men attempt to do and what the anti-tobacco people attempt to do. It describes how lighting is used to emphasize and how certain colors can make different impacts. Both sides of the argument attempt a similar cause, appeal to teenagers who are receptive and try to get them to go along with your cause.
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