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VISUAL LANGUAGE OF THE PRESS AND ADVERTISING
Main aspects of the visual language in:
THE PRESS: Layout (the way in which the text and images are arranged)
The choice of texts, graphics and pictures
ADVERTISING: To draw the attention of the consumers
Images in the press have different objectives:
INFORMATIVE: to give facts of the news, hardly needs a text to support it.
DOCUMENTAL: to give facts of the reality, related to investigation, habits or happy/sad moments in the life of the society.
SYMBOLIC: to create emotions or memories about dramatic or pleasant moments.
ILLUSTRATIVE: to accompany the text HUMOROUS: usually jokes, caricatures or
photos of public persons in a funny situation
INFORMATIVE
DOCUMENTAL
SYMBOLIC
Image simbolizing the ISLAMIC YIHAD
ILLUSTRATIVE
Image illustrating what happened in an earthquake
HUMOROUS
Visual language of the press Means of communication, like a
magazine, a newspaper, etc., use images to give their messages more power.
A few computer programmes that can improve a picture are: Illustrator, Photoshop, QuarkXPress,Corelphotopaint, etc. E.g. to make an element stand out, to soften an
imperfection, etc.
Image manipulated with a computer program
Visual language in advertising Actions of audiovisual advertisement
START: first seconds of the advertisement Objective = capture the attention of the audience and
define the context in which the product is presented DEVELOPMENT
Objective = shows the features of the product or idea and why the consumer has to believe in the product: advantages, quality, etc.
Objective = this part has to hold the attention of the audience
END Objective = in marketing we say “to close the
deal”. The main ideas are repeated.
Ads
THE TITLE Draw the attention of the audience + identify
the product or theme THE ILLUSTRATION (photos, drawings,
graphics, etc.) Also draws the attention of the audience +
expresses the main idea of the advertisement THE TEXT
Explains in written language the meaning of the title
ELEMENTS OF THE COMPANY To complete and close the message e.g. the
name of the product, the slogan and contact information.
Features of printed advertising
THE LANGUAGE OF TELEVISION
Elements that form the language of television The television studio The television production
The pre-production The production The post-production
The screenplay
• THE TELEVISION STUDIO: the space where channels organize and realize the actions that take place in their production.
• THE TELEVISION PRODUCTION The pre-production
Hiring of a technical and artistic team Creating graphic art: credits, titles and graphics
(define the style of the programme) Design the setting: the set, the lighting, the sound,
etc. The production
Get the techical elements ready Organization of the actors, the guests, rehearsal, etc. Record the programme
The post-production Edit the best shots Make several copies of the recording to broadcast and
store in the archive
TELEVISION STUDIO
• THE SCREENPLAY• It is the text in which we can read all that
happens in an audiovisual narration. • There are different types of screenplays• The news• Reports• Interviews• Fiction series• Game shows • etc.
• THE PRODUCTION• Combine different shots so that the visual
narration can be understood• Decide about the location of the cameras• Create an effective audiovisual rhythm to
capture and hold the attention of the audience
TV GENRES
SPORTS
SITCOM
DOCUMENTARY
SOAP
CARTOON
TRAVEL
NEWSCOOKERY
REALITY SHOWS
CHAT/TALK SHOW
GAME SHOW
MUSIC
DIY
Some examples…
chat-show
Humour
DIY
SOAP OPERA
IMAGES AND THE NEW TECHNOLOGIES.
The technological advance (e.g. computer programmes) allowed contemporary artists to create new forms of expression and communication through images.
The new methods of representing, visualizing and interpreting images come together under the name ‘Digital Art’ There exist different types e.g. computer
graphics, instalations, robotics, videogames, interactive art or cyberart.
Computer graphics Uses computer programmes to create
and manipulate images.
This type of art appears in Printed means: books, magazines, newspapers,
billboards, etc. Computer world: webpages, animations, net art Art Multimedia presentations Architectural projects Industrial designs
Computer art
Computer art
Computer art
The rotoscope Is a form of digital animation in which
real actors are filmed to transform them in cartoon characters later.
Renderization It is a calculation process that the
computer makes to create a three dimensional image, once the light, texture, colour, etc. has been defined.
Renderization
Renderization
Rotoscope
Interactive art or cyberart One of the objectives of interactive art is to
create situations in which the observer can manipulate the simulated reality.
In interactive art the artists make different types of programmes to offer interactivity: Microcorneal dipositif to follow the movement of the eye Camaras Keyboards Touch screens, etc.
There exist instalations with interactive objects that allow the spectator to participate in the artistic act.
Video Art An artistic creation made out of a digital or an
electromagnetic video that uses experimental technical and narrative resources. It has an exclusively artistic and not an informative function (like e.g. documentaries).
These videos are not like TV films. They can include abstract forms, strident sounds, several repetitions, etc.
Objective: create metaphores or suggest aesthetics.