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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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