week11:information graphic

Graph is an important mean of visual communication. As Cleveland says, “The graph maker encodes information, while the graph reader decodes it. If a graph is clear, uncluttered, and easy to read, communication between maker and reader is enhanced.”(Richard W. Bowen 1992:8-9) Consider a graph as a communication tool. If we know how to create a good graph, it can be applied to an advertisement and thus, contribute to create resonance among the readers. Especially in public service advertisement, a graph’s overall performance as a visual display of data can increase the visual impact and impress the readers.

For example, this is an advertisement about quitting smoking. This advertisement is actually a bar chart and there is only one bar—a cigarette. The cigarette symbolizes a smoker’s life. The denotation of the advertisement is that the more you smoke, the shorter your life will be. The sign of the lighting cigarette connotes that when you are lighting a cigarette, you are actually ruining your life as well. A rhetoric lies in this advertisement: Smoking is a great threat to your life. If you want to live longer, quit the habit of smoking.

One of Tufte's measure of a ethical graph is whether it "conveys information in a clear,precise and efficient manner".(cited in Paul Martin Lester,2006,195) In general, it’s an good advertisement. But if we look at it as a graph, it still needs improvement. For instance, the advertisement should label the Y axis. Readers don’t know the units which the variable is measured in days, months or years. It may cause misleading interpretation. Adding a brief description can definitely help to clear the readers’ confusion.

Successfully using graph in an public service advertisement can not only contribute to a strong visual compact but also give the readers a serious warning. But of course, the premises are that we choose a right type and carefully edit it.

References:

1.Richard W. B.(1992). Graph it!How to make, read and interpret graphs. U.S:Prentice-Hall.pp8-9
2.Lester,P.M.(1995).Visual communication:Images with Messages.California:Wadsworth Publishing.pp.195