UNIT 1. Visual Language. Summary1.Visual Communication.It is a process that transmits messages using images. These images are graphic orthree-dimensional, fixed representations or in movement, of real or imaginary figures.2. Elements of Visual communication: • Sender; is the one who wants to establish the communication. It can be a single person or a group of people... • Recipient; He is the one who receives the message and acts about what he has understood. It can be a single person, a group of people or an organization. • Message; is the information that the sender wants to transmit. Two main aspects: The aim. It is the purpose of the message, what the sender wants to obtain through the image. The structure of the message. It is the visual content, the topic and the art style • Channel of communication; It is the means or support through which messages are transmitted. The communication channels can be photos, digital images, drawings...3. Images purpose: • Informative purpose 1.Identifyng images; They symbolize the philosophy of an individual, company or brand. Its purpose is making the brand recognizable and different it from others. Some exemples are logotypes, commercial brands and the flags. 2.Identicative images; They want to indicate an essential communication across signs of very simple symbols. For example, the pictographs that indicate us directions to go to a concrete place, the traffic signs, etc... ; 3.Scientific images This type of images defines in detail places or scientific images. There are usually illustrations or simplified and schematic photos to facilitate the comprehension of its functions and characteristics 4.Images from news; They are images of press that usually accompany informative texts, front pages and cartels. Its mission is that of accompanying graphically to the written text. • Exhortative purpose; This type of images tries to convince the spectator. They are used fundamentally in the field of the commercial ads, its main target is maintaining the interest of the consumer on their product during a concrete period of time. • Esthetic purpose; The main target of the recreational images is to entertain, and the esthetic images want to cause admiration and the aptitude to enjoy the beauty.Vocabulary • Background; • Foreground • Aim/Target • Commercial brand(*) Also you have to remember all tools’ names (pencil, felt tip pens, scissors, sketchbook...)
UNIT 2. Elements of Visual Language. Summary1. The Dot. Is the smallest and simplest element in art language. Its first mission is toindicate position. It has a very strong power to atract visual attention.Usually the dots shape is round, however it can be represented in different ways; forexample typographical dots are square (in order not to disturb our visual attention whilereading), painting drops are irregular...2. The line. The line is a dot on mouvement. It is also a mark made on some surface. Itcan express so many things whith its different positions. Simple lines • Horizontal, it is related with calm and rest. It is used to express peacefu.ll • Vertical, can goes up or down it is related to the mouvement of growin up or elevation. • Diagonal, it can express strong mouvement and instability Composed lines • Zig-zag, it express a deep constrast or mouvement. • Wavy, it express mouvement but it is softer than the zig-zag line.3. The shape.A. They can be geometric (cercle, square or triangle) or natural (like a leaves tree or aseashell)B. The Shapes can also be Flats (2D, bidimensional) like a pencil mark on a paperor Tridimensionals (3D) like an sculpture.4. The Space; Space is the area between, around, above, within things. When we workon a bidimensional surface to represent it we use the perspective.5. The Colour.Colour can often shows the space. Colour is the most expressive element of Art. Thereare Primary colours (yellow, magenta and cyan) and Secondary colours (red, purpleand green). Primary colour + Primary colour= Secondary colour Primary colour + Secondary colour = Tertiary colour6. Value.Value is the Lightness or a Darkness of a colour. When a dark value is close to a lightcolour it creates Contrast.7. TextureTexture is how a surface feels or it is seemed. They can be tactile or visual,rough/smooth, wet/dry, soft/hard....Vocabulary • Abstract; an artistic representation that does not represent external or recognizable reality. • Exhibition; a public display of items in Art Gallery or museum. • Landscape/seascape; a picture representing an area of countryside/seaside. • Performance; an act of perfoming a play, a concert or other form of entertainment. • Curator; a keeper or custodian of a museum.