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 GENR

ES

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.