Project From the Chapters of the Book ″ Practices of Looking″ by Marita and Lisa

Project From the Chapters of the Book ″ Practices of Looking″ by Marita and Lisa

Visual imagery is gaining popularity today. People always question the world they live in through imagery and culture. The daily process of engaging with others, looking at them, and vice versa fronts this concept. The theory is, therefore, significant in the history of art, anything concerning art and media. Accordingly, visual culture theory elaborates on how images impact how people think, understand different life aspects, and mediate. The world can only make sense by studying it visually to understand how individuals interact divergently and in a complex manner. In this regard, visual culture applies to the current state of advertising using different social media platforms. The guiding objectives include examining how visual culture relates to advertising, evaluating how graphic culture theory shapes people's understanding of their environments, and how social, cultural, and historical factors construct and mediate images.

Visual Culture and Advertising

The current most pervasive form of visual culture is advertising. This media engagement involves the practice of looking, which Sturken and Cartwright (2001, p.3) argue supports people's development of critical skills. These abilities inform how they negotiate in the environment, where they interact with others while looking. Notably, Sturken and Cartwright (2001, p.3) point out that everyone practices looking in one of two ways, consumers or producers. The domains involved in this process can be personal, professional, or public, and include advertising (Sturken & Cartwright, 2001, p.3). In this regard, whether people are going through their social media platforms, driving on the streets, or flipping through the daily newspapers, they observe images that appeal to them to buy a specific product—the services people receive come after seeing an advertisement and following the instructions to order...

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