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VISUAL LANGUAGE OF THE PRESS AND OF

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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
    INFORMATIVE
    text to support it.
   DOCUMENTAL: to give facts of the reality, related to
    DOCUMENTAL
    investigation, habits or happy/sad moments in the life of the
    society.
   SYMBOLIC: to create emotions or memories about
    SYMBOLIC
    dramatic or pleasant moments.
   ILLUSTRATIVE: to accompany the text
    ILLUSTRATIVE
   HUMOROUS: usually jokes, caricatures or photos of
    HUMOROUS
    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. 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
Features of printed advertising
  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.
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
                                     SPORTS

                     DIY                             SITCOM




                                                              DOCUME
       MUSIC
                                                               NTARY




GAME
SHOW
                               TV                                    SOAP



                             GENRES
CHAT/TAL                                                           CARTOO
 K SHOW                                                               N




           REALITY
                                                          TRAVEL
           SHOWS


                           COOKERY            NEWS
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.

								
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