VISUAL LANGUAGE OF THE PRESS AND ADVERTISING

1. VISUAL LANGUAGE OF THE PRESS AND ADVERTISING

2. 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

3. Images in the press have different objectives: • INFORMATIVE: to give facts of the news, hardly needs a text to support it. • DOCUMENTAL: to give facts of the reality, related to investigation, habits or happy/sad moments in the life of the society. • SYMBOLIC: to create emotions or memories about dramatic or pleasant moments. • ILLUSTRATIVE: to accompany the text • HUMOROUS: usually jokes, caricatures or photos of public persons in a funny situation

4. INFORMATIVE

5. DOCUMENTAL

6. SYMBOLIC Image simbolizing the ISLAMIC YIHAD

7. ILLUSTRATIVE Image illustrating what happened in an earthquake

8. HUMOROUS

9. 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. • E.g. to make an element stand out, to soften an imperfection, etc.

10. Imagemanipulatedwith a computerprogram

11. 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.

12. Ads

13. 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.

15. 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

16. THE TELEVISION STUDIO: the spacewherechannelsorganize and realize the actionsthattake place in theirproduction. • THE TELEVISION PRODUCTION • The pre-production • Hiring of a technical and artistic team • Creatinggraphic 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 techicalelementsready • Organization of the actors, the guests, rehearsal, etc. • Record the programme • The post-production • Edit the best shots • Makeseveral copies of the recording to broadcast and store in the archive

17. TELEVISION STUDIO

18. 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 • Createaneffectiveaudiovisualrhythm to capture and hold the attention of the audience

21. Someexamples…

22. chat-show

23. Humour

24. DIY

25. SOAP OPERA

26. 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.

27. 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

28. Computer art

29. Computer art

30. Computer art

31. 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.

32. Renderization

33. Renderization

34. Rotoscope

35. 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.

36. 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.