Visual Hierarchy & Tone of Voice

VISUAL HIERACHY

A visual hierarchy is the order that people process things on a page, and in the most case the order of importance of the items on the page, and as for the newspaper below, from 9/11. obviously other than the name of the news paper the next important set of information comes from the headline which was "U.S ATTACKED" instantly we know that something has happened, next as we naturally read from top to bottom right to left we now know something horrific has happened and " hijacked jet destroys twin towers" as we naturally keep reading we then see horrific imagery from what had happened.

The Tone of this is very dark, very conservative and extremely depressing due to the nature of what it is talking about, you can instantly tell from the image on the front even though you dont necessarily see it for that it is going to be about something traumatic, and by the papers abrasive capital letter title you know that it is going to be something very important.



The hierarchy for the image below is slightly different, however the major difference for this is not only the content is entirely different but so is the target audience, obviously the hierarchy for the image below is; first of all we see the very provocative image, which is unusual as ordinarily we would read that it was VOGUE first, however due to the brand being so widely known and having such a distinctive style, we are automatically programmed to know this, even if you had never read a VOGUE magazine you will know of its existence and most likely at some point seen a cover in passing, after seeing the image, you realise that the issue is the "SEX" issue as stated on the front, it is then that you offered more insight and know that the photographer is Mario Testino, however as the visual hierarchy is so strong for this image you realise that automatically.

The tone of this image is obviously the polar opposite from the New York Times above as it is clearly very light hearted to the point that is is very heated, extremely sexy and a little bit naughty and raunchy.

AUDIENCE

au·di·ence
[aw-dee-uhns]
–noun
1.
the group of spectators at a public event; listeners orviewers collectively, as in attendance at a theater orconcert: The audience was respectful of the speaker'sopinion.
2.
the persons reached by a book, radio or television broadcast,etc.; public: Some works of music have a wide and variedaudience.
3.
a regular public that manifests interest, support, enthusiasm,or the like; a following: Every art formhas its audience.
4.
opportunity to be heard; chance to speak to or before aperson or group; a hearing.
5.
a formal interview with a sovereign, high officer ofgovernment, or other high-ranking person: an audience withthe pope.
6.
the act of hearing, or attending to, words or sounds.
Origin:
1325–75; ME < MF < L audientia. See audient , -ence
—Related forms
pro·au·di·ence, adjective
—Usage note See collective noun.

DICTIONARY DEFINITION - dictionary.com

By understanding your audience you can target your work to suit them so they are more likely to respond, thus making sure that your work is more effective at communicating the message for instance, you wouldn't present a naked man to advertise thereaders digest, as that isn't the correct audience, and at the opposite end of the scale you wouldn't picture an overweight hairy man to illustrate the latest weightless product for women.

It really is a matter of common sense.

Before any brief is tackled a target audience must be set:

Gender (Male, Female, other)
Age (Child, Teen, Young Adult, Adult, Elderly)
Martial Status
Ethnicity
Sexuality
Disability (Mentally or physical handicaps, blind, deaf etc..)
Profession
Religion
Social Status
And the list goes on.

This must be correctly established prior to any piece of work, because if the audience doesn't understand the work it will be unsuccessful, whether or not they like or approve of the work is a matter of opinion, no matter how hard somebody works you cannot please everybody, but by simply establishing who your work is aimed at, the communication aspect of you work is already on top form.



ROBERT MAPPLETHORPE
Cock, 1985

Mapplethorpe's work is very artistic and would be aimed at like minded people, and would not be aimed at the prude or easily offend.
Due to the homosexual nature of alot of his work it has stirred up a far bit of controversy.


Target Audience = Gay Men, very obvious example of perfect target marketing.


Another very good example of Sky Blues very clear target audience = Gay Men


This in my opinion is the clearest and most effective example of perfect placement of a target audience, using the gay flag and with the use of the gay pride wording.


This is another fantastic example of a correct target audience, this Chanel advert looks very expensive, Directed by Baz Luhrmann, director of Moulin Rouge, Clearly aimed at middle aged women who aspire to Nicole Kidman.

Aimed at guys who aspire to look as good as the model portrayed, Josh Beech, who is also a familiar face in menswear advertising

VIEWPOINT

in·spi·ra·tion

[in-spuh-rey-shuhn]
–noun
1.
an inspiring or animating action or influence: I cannot writepoetry without inspiration.
2.
something inspired, as an idea.
3.
a result of inspired activity.
4.
a thing or person that inspires.
5.
Theology .
a.
a divine influence directly and immediately exerted uponthe mind or soul.
b.
the divine quality of the writings or words of a personsoinfluenced.
6.
the drawing of air into the lungs; inhalation.
7.
the act of inspiring; quality or state of being inspired.
Origin: 1275–1325; ME inspiracio ( u ) n < LL inspīrātiōn- (s. of inspīrātiō). See inspire, -ation
—Related forms
re·in·spi·ra·tion, noun
—Synonyms 1. stimulus, incitement.

DICTIONARY DEFINITION - dictionary.com

Inspiration derives from constant inquiry.

"Many of life’s failures are people who did not realize how close they were to success w

hen they gave up."

Thomas Edison


“You'll never do a whole lot unless you're brave enough to try”
- Dolly Parton



Martin Luther King Jr. Speech.

Delivered 28 August 1963, at the Lincoln Memorial, Washington D.C.



This speech might be the most inspirational speech, without delving into the politics of the speech itself, this speech delves deep into the heart of every man, woman and child.

It is from this that the notion of constant inquiry proves to be successful,
"If you seek you shall find"

By researching outside of ones subject specific, you may stumble across something you didnt think you would, without researching something
completely unrelated you might never find what you were looking for, it is commonly know that if you are searching for something you have lost
frantically the chance of finding it are slim, however while you are searching
high and low you will most likely stumble across that passport you lost five years ago! This theory works the same when you research.

"Inspiration refers to an unconscious burst of creativity in a literary, musical, or other artistic endeavour."

The word inspiration literally translates to "breath upon"


Unknown Artist


Unknown Artist
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