Visual Literacy in Business

Wk 4 Discussion 1:

As stated in your textbook, “branding is equated with everything from creative strategy to logotype design. It is said to exist through sophisticated color palettes, product packaging and service trademarks. Some marketers insist that branding is corporate image. Others align it with cohesive marketing communications, positioning, slogans or taglines.”

For this discussion, select a company and create a mood board that visually conveys its brand identity. Your mood board should include images of at least four of the elements (e.g., logo, color palettes, product packaging, slogans or taglines) described in the quote above.

Your mood board can be created through Microsoft Word, PowerPoint, or Adobe Photoshop (converted to PDF). Once it is created, post it to the discussion forum as an attached file or a link. Describe the elements you included in your mood board, and explain how each one contributes to the overall brand identity for the company you’ve selected.

Wk4 Discussion 2:

The textbook explains that, although counterintuitive, advertising should not focus on the product or service being sold, but should rather focus on the needs and desires of its target market. It quotes Michael Newman (2003) stating:

“Don’t tell me about your manure, tell me about my flowers”

View the advertisements, below. Then, select three and explain if and how you see the above concept in action. Describe what product or service each of the three ads is trying to sell (e.g., manure). Then, explain what you think each ad is actually selling (e.g., a beautiful flower garden). Finally, describe whether you can think of any ethical concerns related to this approach of communication.

• Obama: “Hope” (Political Campaign Poster) (Links to an external site.)Links to an external site. (http://en.wikipedia.org/wiki/Barack_Obama_%22Hope%22_poster)
• “We Can Do It!” (Propaganda Poster) (Links to an external site.)Links to an external site. (http://en.wikipedia.org/wiki/We_Can_Do_It!)
• Old Spice: The Man Your Man Could Smell Like (Links to an external site.)Links to an external site. ()
• 1984 Apple’s Macintosh Commercial (HD) (Links to an external site.)Links to an external site. [Video file]. (n.d.). Retrieved from
  • Click here for a transcript of the video.
• Volkswagen: “Think Small” (Print Ad) (Links to an external site.)Links to an external site.