Visual texts intro[1]


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  • Letter u is replaced with a rubbish bin – to show how ‘cleaning up’ can be doneJust bin it – inspired by nike slogan. Creation of sense of familiarity with the audience to encourage them to throw rubbish in it respecti
  • Clearance sale – big fonts/colours used70%Emphasis on the clearance sale which has up to 70% discount
  • Testimonies by experts given first so that audience will have the impression that Watson’s has expert knowledge of hairImage of girl with great hair put alongside product to influence the audience to buy those products – i.e. if you buy these, you will have such greatlooking hair.
  • Visual texts intro[1]

    1. 1. WHAT DO YOU SEE?
    2. 2. WHAT DO YOU SEE?
    3. 3. WHAT DO YOU SEE?
    4. 4. WHAT DO YOU SEE?
    5. 5. WHAT DO YOU SEE?
    6. 6. WHAT ARE VISUAL TEXTS? • Texts that are created using still or moving images (multi-modal texts) • May or may not contain words • Television, film, radio, advertising, billboards, the Internet, computer games and programs, art works such as paintings, drawings, sculptures, architecture, book covers, illustrations THEY ARE EVERYWHERE.
    7. 7. WHY VISUAL TEXTS? The skills involved are increasingly demanded of us in our daily life:  Understanding of visual texts at literal, inferential & evaluative levels  Personal engagement Engagement with visual impact of material Engagement with real concepts Engagement with familiar concepts Engagement with non-linear layout
    8. 8. VISUAL TEXT COMPREHENSION Understanding images & words in the context it is being used  Bring life experiences & background knowledge to what is being read/viewed  All visual texts are influenced by the cultures, values, ideologies and world views in and through which they are created & consumed. eg. Family photo in your home vs. A family portrait in a magazine or Artists’ impression vs. housing agent’s view of a HDB estate
    9. 9. HOW TO INTERPRET VISUAL TEXTS? • We need to first identify the different elements that make up the text. • These include: • Images • (Colour) • words – includes title, headlines, captions • Typographical features - type of font, font size, italicised • Layout – spatial arrangement of different elements in a text
    10. 10. IMAGES… Images are mental representations, pictures of objects, people or animals or any diagram that provides visual information. Images in a visual text may contain:  People, animals or object participating in an action  Flow charts, maps or labelled images showing a concept or an idea  Symbols or icons
    11. 11. What does this image show? - Concept/idea - Desire to show unity between young & old - Unity between different races
    12. 12. What does this image show? - An action – - Ex–offender trying to remove the label from his back - Stereotype – tattooed people are offenders
    13. 13. MORE ON IMAGES… Angles – looking down vs looking up  Looking down at someone conveys a sense of power or control  Looking up at a person or object can make us feel vulnerable Framing – determines amount of information given to viewers  Close-up shot – closer social relation, lesser details  Long shot – distant relation, more details
    14. 14. FRAMING NDP poster - Long shot – more details - Focus on people in Singapore
    15. 15. FRAMING Election poster in 2006 - Close-up shot of Lee Hsien Loong - Focus on voting for him
    16. 16. WORDS (INCLUDES TITLES, HEADLINES, CAPTIONS) • Who is the target audience when something is said? • Why are certain words used over others? • What information is being conveyed in words? • Literal, Inferential, Evaluative understanding of words in text
    17. 17. NEA Poster - How are the words being transposed with the image in the poster? - Why do you think the words ‘Just Bin it’ was used in this poster? What effect is this intended on the viewer?
    18. 18. WORDS (INCLUDES TITLES, HEADLINES, CAPTIONS) Title – main topic of the poster Headline – main statement that tells the main message of the poster ; usually the text in the largest and boldest font Captions – It is the typed text under photographs explaining the image and usually in one sentence
    19. 19. TYPOGRAPHICAL FEATURES - FONT TYPE AND SIZE Are the fonts in capital letters or non-capitalised letters? Are some words intentionally larger or smaller for any reason? Why? Usually determines the reading paths of the reader/viewer.  Reader/viewer will tend to be attracted to the larger fonts used in the text.  Usually for words that are meant for emphasis.
    20. 20. - What are the words that are meant to capture viewer’s attention first? - What is the next thing that captures your attention? - With regard to the typographical features, why do you think the poster is created as such?
    21. 21. LAYOUT Placement of elements in text can influence the meaning of the image. Types of placement:  Top/bottom – top contains the ‘attention-grabber’; bottom contains new information  Left/right – left side contains information that is understood; right side presents new information Note: not all of these ‘codes’ apply to every image – images are shaped according to purpose and effect their creators wish to achieve.
    22. 22. TOP/BOTTOM • Top – attentiongrabber (Visual + words) • Bottom – more information about the deal that Burger King is offering
    23. 23. Left side – reported natural disasters in the country Right side – information about the services they are providing
    24. 24. REMEMBER THIS? Advertorial by Watsons Study the placement of the image with the products that Watson’s is trying to sell. Notice that the testimonies of the experts are placed before the products they are selling. Why do you think the layout is as such?
    25. 25. RECAP… • Different elements of visual texts: • Images • (Colour) • words – includes title, headlines, captions • Typographical features - type of font, font size • Layout – spatial arrangement of different elements in a text
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