AH 4: READING VISUAL ARTS

COURSE DESCRIPTION
• This course deals with the study of art appreciation,
interpretation, and criticism.
• Some discussions will delve on art history and theories to
provide the learners with an overview about the realm of
visual arts.
• Learners will be subjected to immersion, for them to
experience the relevance of visual arts in today’s human
lifestyle and diverse interactions.
 COURSE OBJECTIVES
• Identify prominent visual artists around the globe and their
respective art works.
• Decode various visual arts works using historical context, artist
perspective, aesthetic theories, and subjective interpretation.
• Communicate messages through iconography.
Understanding the Realm of
Reading Visual Arts
What is its importance and
relevance to you?
 "Why study art? Why not
Engineering, Science or
Commerce?“
"Art won't get you anywhere“
"Art is useless"
"You won't get a proper job"
 Why ART is important
Art in some form or another has existed as long as man. It is a part of our
daily lives and is present in cultures across the world. Most people have an
appreciation for art. They enjoy observing it or creating it, they may even
support it financially or by volunteering.

Art is integral in our culture because it provides us with a deeper

understanding of emotions, self-awareness, and more. The following are
reasons why everyone needs art in their lives.
 Art communicates
Man is primarily a social being. He has to communicate with
others. Art speaks about feelings, history, morals, philosophy,
religion, ideas and values. It can be the expression of an
individual artist or a group.

“A painting is a poem without words.” – Horacio, writer

 Art encourages better communication and
critical thinking
When we create art we make decisions throughout the entire
process. When we view art we make decisions on how to
interpret what we are seeing. We use logic and reason to
attribute meaning to what we see or what we create. Because
art has such an emotional connection to us, these choices are
passionate to us. We learn to defend them and explain them to
others. Art not only helps strengthen our critical thinking skills,
but improves the way we communicate our thoughts and
emotions to others.
 Art innovates

It gives society a boost. The society in which we live is a

product of creativity and innovation. Human society is moving
forward because it creates. We all attach a connection between
art and creativity. It can open new unknown paths.
Art is the expression of his time and his people
Man needs to know his past, his roots. Adopted people want to
know who their biological parents are, from where they come
from. The same is happening to humanity in general. It tells us
about history, thought, values, feelings. Art shows the spirit of
culture in a certain period of time in a certain place (space). If
we know the art history, we know the human being and the
world in which he lives.
 Art makes you think
We are more than flesh and blood, we have a spirit that feels,
learns and reflects. We reflect to get to know, to make decisions
or to avoid mistakes, to deepen. Art lets us reflect, observe and
exchange ideas. It raises the level of consciousness, an
intellectual activity that enriches the culture of thought.

“I think a piece of art should let the viewer be confused, meditate

on the meaning of life.” – Antoni Tapies, Spanish Painter
 A work of art is unique
An artwork is exclusive, unique, there is no one the same. This
gives it a special character and a higher value. We consider
many artists as geniuses. Man loves to surround himself with
beautiful, exciting, interesting, valuable things. In today’s
society where everything is personalized, our diet, our sport,
our taste for art defines us as well. We want to hang on the
walls of our house the art of which we love. We want to enrich
our home, show our tastes and ways of thinking.
 Art inspires

It gives us energy, it can be the spark to create new ideas.

The arts inspired each other, music inspired the film industry,
architecture inspired fashion, paintings inspired writers in
their novels.
 Art unites
In the globalized world in which we live, with so many different
languages and cultures, art unites us, it is understandable to
humans, regardless of the language he speaks. Art is a
universal language because it tells us about human
agreements/generosities. Art marks the similarities, indicates
the common.
 Art bridges the gap between cultures
Through art we gain a better understanding of cultures in the
past, but it also gives us insight into various cultures of present
day. There are no distance or language barriers in art, it is
universal. By observing the creations of people from other
cultures we can gain a better understanding of their lives.
Through art we are able to get a glimpse of another persons
existence through their eyes. It is a powerful tool that can
improve communication and relationships between cultures.
 Art gives joy and relieves stress
A work of art enriches, gives us joy and any emotion, speaks of
essences, teaches, and reflects life and reality; art makes us
people.

“The first merit of a painting is a feast for the eye.”

– Eugene Delacroix, French painter
 Art gives you confidence

It makes you feel good about yourself. It gives you the

opportunity to showcase your talent which shows that there is
something special about you.
 Art helps you do well academically

Just a few hours of art will help you relieve stress and give you
happiness. With that your mind will be clear, and that would
help you focus on your studies and get good grades.
 Art is a natural part of us
There is a drive within all of us to create and express ourselves
through art. Observe any child with box full of crayons and a
piece of paper and you will see it. That drive comes from a
need to achieve a balance within ourselves. That balance is felt
when you are creating something exactly as you wish it to be.
Sometimes other forms of communication may fail to allow us
to express ourselves completely, and this is when we turn to
art.
 Art helps us achieve better self-awareness
We live in a fast-paced world of quick decisions and
fragmented thoughts. Creating art allows us to slow down and
experience the full range of our emotions. Viewing the art of
others can give rise to emotions within us and help us explore
and interpret what we are feeling. Understanding our
emotions can help us heal, grow and improve ourselves.
Increasing our self awareness through art can lead to more
success both personally and professionally.
 Art improves our daily lives
Art can make a community more beautiful. It makes the spaces
we work in more interesting. Our homes reflect our
personalities through the art we choose to display. It can
inspire us, make us happy, or even motivate us. Living in a
purely functional world would lack meaning for us as human
beings. We need to express ourselves through art and we need
to surround ourselves with the expressions of others. We
always have, and we always will.
What are the common misconceptions
about artists?

“THE MYTH OF THE

STARVING ARTIST”
 MYTH #1: You have to starve to be an artist
Many of us have this idea that the more impoverished and
unpopular a creative person is, the better his work will be. Is
this true?

Art does not have to be obscure to be meaningful.

You do not have to be poor to be creative. The Muse may visit

whomever she likes.
MYTH #2: Artists shouldn’t care about marketing
When a creative cares about marketing, are they selling out?

Some artists avoid appearing “self-promotional” but the truth is

they have always had to worry about how to get their work
spread.

Marketing isn’t evil. At least, it doesn’t have to be. Marketing is

only evil when people use it for evil causes.
MYTH #2: Artists shouldn’t care about marketing
Art needs an audience. The good artist serves the audience, the
bad artist exploits it

The best work does not come as a result of giving the market
exactly what it wants, but by sometimes subverting their
expectations in exchange for something better.

Innovation begins with identifying people’s expectations and ends

with exceeding those expectations.
 MYTH #3: Making ‘Money Making Art’ is bad
What about money? Should we care about the bottom line or just
about being creative?

You don’t have to be sleazy to succeed. You don’t have to sell out
or starve. There is a middle ground in which you can use money
to make art.

Money makes a better means than master. Don’t give income too
much importance in creative work, but give it its due.
 MYTH #3: Making ‘Money Making Art’ is bad
“Money buys you another season to create.” – Steven Pressfield
It gives you time, which gives you options

When you leverage the systems available to you to create

enduring work, you create the kind of art that impacts a culture.

You can actually change the world by being creative and

entrepreneurial. It’s a challenge, of course, to be both marketer
and artist, but one worth embracing.
What to do now?
1. Let go of the starving artist stereotype
It’s just not helpful. Creativity can come from all
socioeconomic levels. And just because an idea
comes from a more obscure place does not
necessarily make it better.
 2. Use the advantages of art to earn the
attention of an audience
Then serve that audience with empathy. You will
have a built-in market that will help you innovate
and grow much more quickly.
 3. Use money as a means, not a master
Don’t make art to make money. Make money to
make more art. Use business to create meaning in
the world and to help that work spread.
To ignore the opportunity of the age in which we live
is to do a great disservice to the work of those who
have come before us, who paved the way with their
innovation and courage.

And as long as we leverage these tools in ways that

do not compromise our character, we honor their
legacy.
 “You have to accept that it is really
uncomfortable to charge what you are worth,
especially as an artist, and just be cool with
being really uncomfortable for awhile. Eventually
it becomes your new comfort zone.”
- Julia Kelly