Visual Literacy and Advertising Techniques Glossary of Terms

1. Reading Images
Vocabulary

2. Draw up the following table in
your workbook. You will need
two whole pages. Six rows on
one page, seven rows on one
page.
Visual Literacy Term Definition/Meaning Example/Image

3. Completing your Glossary
Copy the information from the PowerPoint
into your Glossary Table. Then use the
images provided to find an example of
each technique. Make sure you clearly
label which part of the picture is an
example of the technique.
The first one has been completed for
you.

4. A Vocabulary for Visual Texts
• Gaze- refers to where the figure in the
image is looking.
No image required.

5. • Demand- a term
used when a
figure in the
image ‘gazes’
directly out of the
page at the
reader
demanding a
‘response’.
Suggested Answer

6. • Offer- a term used
when a figure `gazes’
at another object in
the image
encouraging us to
look at that object.
Suggested Answer

7. • Vectors- lines-abstract
or actual, that guide the
viewer’s eye across an
image. They may be
objects or parts of
objects (such as arms,
legs, a pole, the side of a
house) or invisible lines
such as the direction of
gaze from a represented
person’s eye to another
person or object.
Suggested Answer

8. • Salience ( focal points)- the element(s) in an
image which standout and attract the viewer’s
attention.
Suggested Answer

9. • Reading Path- the movement of the viewers gaze
around a visual text. This can be influenced by
elements such as ‘vectors’, ‘salience’, ‘gaze’ etc.
Suggested Answer

10. • Foreground / Middle ground / Background- What is
in the foreground is often considered more important
than what appears in the background.
Suggested Answer
ForegroundMiddle ground
Background

11. • Centrality-
placing of the
main object or
figure,
in the centre of
the image or
close to the
centre of the
image.
Suggested Answer

12. • Given / New- when
an image is clearly
divided into left and
right. The left side of
the image is called
the ‘given’ and
represents
information we
already know, while
the right side of the
image is called ‘new’
and represents the
information we may
not know.
Suggested Answer

13. • Ideal / Real- When the image is divided horizontally, top
and bottom. The top of the page is often called the ‘ideal’.
In advertising the product is usually placed in the `ideal’.
What has been placed at the bottom of an image can be
said to represent the ‘real’ and usually contains information
about the product.
Suggested Answer

14. • Viewing Angles and Distance- are very similar to film shots. For
example ‘low angles’ make the subject look more powerful while the
reverse is true when a’ high angle’ is used. Like in film medium,
illustrators use ‘shots’ for different purposes, e.g. close-ups, long shots
etc.
Undershot / Worm Hole shot
Suggested Answer

15. • Symbols - symbols can be used to
represent ideas or concepts etc. e.g. the
Statue of Liberty, a Cross.
Suggested Answer
Most recognised symbol in the world

16. • Colour Associations- creates moods
e.g.
– Red – active, passion, masculine,
emotion, danger
– Yellow- warm colours, cheerful, joy,
light-hearted.
– Blue- cool, calm, wisdom
– Black- evil, mysterious, powerful, fear.
– White- purity, innocence, timeless,
mystical
No image required.