VISUAL LANGUAGE 1

Basic elements

VISUAL COMMUNICATION Human beings communicate through

more than just words, gestures and music.

How do humans communicate visually?

Why do humans communicate visually?

VISUAL LANGUAGE Visual language is a form of

communication that uses images to relay messages.

Many different aspects of reality can be represented through images.

PROCESS OF VISUAL COMMUNICATION

Messages are transmitted through images.

The basic elements of a visual message are:

a)a transmitter b)a recipient c)a messaged)a means

Without all four parts it wouldn’t be possible to establish communication.

ATRANSMITTER A transmitter is a person, or a group of

people, who wants to establish communication.

For example, when a friend writes you a letter, he or she is the single transmitter. When you read a newspaper/magazine or watch TV, the transmitter is a company or an organization.

A MESSAGE A message is the information the

transmitterwants to communicate.

The message can be simple or complex and can consist of a variety of visual stimuli, such as signs, colours, forms, etc.

In a visual message, two aspects are especially important: the aim of the message and its visual structure.

The aim is the objective whichthe transmitter wants to achieve through his/her image.

The structure is the visual content, the subject matter and the artistic style. The structure depends on the aim.

A RECIPIENT A recipient can be any person or

organization to whom the messages are addressed.

A recipient is fundamentalin the process of communication. Everything that the transmitter needs to do to transmit a message (its aim, structure and characteristics) depends on the recipient.

For example, when creating an advertisement for children, a transmitter needs to confirm the adequacy of the product for the intended recipient’s age and to know that the advertisement will be better accepted if, for instance, it has warm and vivid colors.

A MEANS

A means is the medium or channel of communication through which the messages are transmitted.

TYPES OF MEANS OF COMMUNICATION

Can you say different types of means of communication ?

Now can you say different types of visual communication?

TYPES OF MEANS OF VISUAL COMMUNICACITION

Means

Arts

Television

The press

Advertsing

Graphic design

Internet

MASSMEANS OF COMMUNICATION ARTS Through visual arts, artists represent and

express sensations, concepts, feelings and situations using material or virtual elements that can be perceived by the senses (especially sight).

Art has always had a public and an educational function.

The main factors in the development of an artistic work are matter, space, and time. Specialties within the visual arts are painting, sculpture, and printmaking.

Can you write down types of art that you remember? (L1-L2)

THESEVENARTS

ARTS

PAINTING

SCUPTURE

ARCHITECTURE

THEATREDANCELITERATURE

MUSIC

CINEMA

TELEVISION

TELEVISION It’s one of the most influential means

because of its ease of access and its ability to capture almost all of the senses of the viewer.

Television can be persuasive, and it performs three functions: inform, educate, and entertain. It uses the elements of cinematic language and image sequences (live or pre-recorded) combined with words.

In the language of television, music, sound effects, sounds and silences all help to transmit the message.

Think of all the types of television programs that you know. (L1 and L2)

TYPES OF PROGRA

MS

NEWS

CINEMA

CARTOONS

DEBATES

COMPETITIONS

REPORTSINTERVIEWS

SERIES

SPORTS

SHOWS

GOSSIP

THE PRESS

THE PRESS In the press, textual and visual language

have a similar importance. The extent to which either type of

language is present varies depending on the issues being reported and the characteristics of each magazine or newspaper.

Its main function is to inform about what is currently happening around us.

THE PRESS Visual language from the press is

primarily composed of:ComicsDrawingsMaps Information graphics (computer graphics)Pictures

THE PRESS The illustrations in newspapers and

magazines are present to help the reader interpret and understand the messages and information. Cartoons or caricatures: it is not the quality

of the drawing that is important, but instead its ability to communicate.

Information graphics: an informative resource in which images are more prominent than text. The tools are computer programs.

ADVERTISING

Think of media where you find advertising.

ADVERTISING Advertising attempts to draw attention

to a certain product and persuade the public of how good the product is in order to sell it.

Advertising highlights the advantages of goods and services, as well as the benefits the consumer will enjoy after the purchase.

With the goal of persuading, advertising uses very attractive images . These images are planned to the last detail.

ADVERTISING CAMPAIGNS They are organized during certain times

of the year to promote the sale of certain commodities. Say some examples.

There are also social campaigns.They are promoted by institutions.They seek to change the attitudes or

behaviours of people searching to improve their well-being.

ADVERTISING CAMPAIGNS

Think of different types of social campaigns. (L1 and L2)

SOCIAL ADVERTISI

NG CAMPAIGN

S

HEALTH PROMOTION

PROTECT THE

ENVIRONMENT

REDUCE TRAFFIC

ACCIDENTS

REDUCE WORK-

RELATED ACCIDENTS

DEFEND PEACE

DEFEND HUMAN RIGHTS

EDUCATE ABOUT THE EFFECTS OF DRUG USE

THE INTERNET

THE INTERNET Is one of the new information

technologies. Is one of the tools most utilized by

youth. Internet is a global network that allows

users to communicate freely and rapidly. The most important aspects of internet

are speed, information and interactivity.

ACTIVITY

For what do we use internet?

ACTIVITY In groups of 2 or 3, discuss different

uses for internet. One person in the group needs to write

a list of all of the uses. Which group has the most? Write down any of the uses on the

following slides that you do not have on your list.

INFORMATION •News

•Current events

EMAIL •Sending and recieving of messages•File sharing

ADVERTISING •Companies display their products in many ways

BUYING AND SELLING

•Nowadays, you can buy almost anything on the internet•Hotel reservations•Plane tickets•Tickets for shows

OTHER SERVICES •Watching movies

•Sharing music

ONLINE GAMING •Videogames

•Gambling

ONLINE CHATTING •Skype

•Learning other languages

SOCIAL NETWORK

S•Facebook•Twiter•Flickr•Etc…

GRAPHIC DESIGN

GRAPHIC DESIGN Its main purpose is to transmit specific

messages through graphic compositions with various media such as posters or brochures.

Currently, the computer is a powerful tool for graphic design.

TYPES OF

MEDIA

POSTERS

BROCHURES

PAMPHLETSLEAFLETS

MAGAZINE ADVERTISI

NG

COMPUTER AIDED DESIGN

LAYOUT

PHOTOGRAPHIC

RETOUCHING

ANIMATIONFONT

PRINTING