In this article, author pays a lot attention on talking about what is visual ethics and how to realize visual ethics. The first visual ethics mentioned in the article is truth, that is never manipulating images and providing information as truthfully as possible. I cannot agree with this principle any more. Because truth is the rule for everything in out lives, especially for social media. The purpose of social media is to inform the public, get the public understood the truth, but not cheat them. In this part, author also summarizes six principles that apply for construction of visual ethics. The six principles are categorical imperative, utilitarian, hedonism, golden mean, golden rule, and veil of ignorance. The second part of the article talks about an approach to visual rhetoric and visual ethics. According to Pierce’ theory, visual and textual are more than a close integration, but they are in the same system, that is, they can be applied to similar principles. Author begins to discuss two of the most common principles, effectiveness and ethics. Effectiveness is in terms of communication goal, and ethics is in terms of purpose or choice. The third part of the article talks about visual rhetoric in the framework of epistemology ethics. There are three principles applied to explain this part. The first one is decorative. Decorative aesthetics is able to evoke feeling among the audience. Decorative includes font, color, typology and so on. The second principle is indicatives, which is able to evoke physical reaction among audience. And the last principle is call informative, which can be considered as a combination of decorative visual and indicative visual, but informative is not limited to those two. Informative communication statements can be considered valid by means of logic reasoning or experiment.
The picture I use here is a advertisement made by NASA called journey to Mars. I think this picture incorporates all principles of approach to ethics, decorative, indicative and informative. First, this picture looks good. The color used is appropriate and pleasing. Those aircrafts look delicate. Second, the purpose of advertisement is to call for action, indicative. This picture may provoke some audience to think about traveling to Mars. Third, this picture is informative, informing audience that people are going to explode Mars.
My question: Should we or any company post a visual file, like a picture to social media if it is effective but not ethics?