Participant Who and what is represented Gaze Demand when the participant looks directly at the viewer demanding a response Can be engaging or confronting Offer occurs when the participant looks away from the viewer and is more impersonal ID: 601681
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Slide1
Visual Literacy TerminologySlide2
Participant
Who and what is representedSlide3
Gaze
Demand – when the participant looks directly at the viewer, demanding a response. Can be engaging or confronting
Offer – occurs when the participant looks away from the viewer, and is more impersonalSlide4
Demand
Offer
Offer
Demand
DemandSlide5
Salience
The part of an image that first attracts the viewer’s attention is most salient
The most notable feature in the textThis could be due to size or colourSlide6Slide7
Centrality
The placing of the central figure/object to focus attentionSlide8Slide9
Social Distance
The distance between the participant and the viewer, representing a type of relationship
Close= intimate relationshipMedium= social relationshipLong/far= public relationshipSlide10
Medium/Social
Medium/Social
Long/Public
Long/Public
Close/Intimate
Close/IntimateSlide11
Power Relations (Angle)
The angle of an image positions the viewer as:
Having superior knowledge or power (taken from above)Having
inferior knowledge or power (taken from below)Having equal
standing with the participant (taken at eye-level)Slide12
Slight Low angle
Eye-Level
Eye-Level
Low angle
Slight High angle
High AngleSlide13
Framing
The border enclosing the main part of the textSlide14
Framing around the
image- looks like a
photo
Framing – sparkling
l
ove heart-
pretentious,
conceited
Rough, black frame-
Symbol of hate, evil
spreading into their
livesSlide15
Vectors
Lines that direct the viewer’s gaze through a visual text.
This can be a solid line, or the gaze of the participant directing the viewer’s attention.Slide16Slide17
Composition
Foreground=objects/participants at the front of the image
Middleground= objects/participants in the middle of the imageBackground= objects/participants at the back of the imageSlide18
B
B
B
B
M
M
M
F
F
F
F
FSlide19
Information Value
Where something is placed within a text to convey certain value
In Western Society we read from left to right and top to bottomLeft to right layout= given/newTop to bottom layout=ideal/realCentre to margin layout= important/peripheralSlide20
Given/New
Left side signifies the
Given – known or familiar informationRight side signifies the New – innovative or newly introduced visual informationSlide21
Given
Given
Given
New
New
New
Left=Who he is-known
Right=Who he will
become-new
Left=who he is-known
Right=Who he will
become-new
Left=who the
participant is-known
Right=the people
she will become like-
newSlide22
Ideal/Real
Top signifies the
Ideal – the optimal, something to be strived forBottom signifies the Real – the facts, reality, the “fine print”Slide23
Ideal
Ideal
Real
Real
Top= the life to strive for
Bottom= the life they have,
who they really are
Top= what the participants
s
trive for
Bottom= the realitySlide24
Important/Peripheral
Centre signifies the
ImportantMargin signifies the Peripheral- less emphasis/importanceSlide25
Important
PeripheralSlide26
Symbols/Motifs
Symbol- used to represent an idea/concept
Motif- a repeated idea/theme/symbolSlide27Slide28
Colour
Different
colours give different messages which are often symbolic, or create certain moodsE.G. white=purity, red=passion, death, yellow=joy, pink=feminine, romantic, etc.Slide29
Pink=feminine,
sensuous
Orange=warmth,
Strength of
Personality
Yellow=happiness
Sepia=past/old
Red=danger, death
,
Passion
White= purity,
innocence, mystical
Black=death, rebellion
Purple=intelligence
Blue=powerSlide30
Rule of thirds
The rule of thirds states than an image is most pleasing when its subjects or regions are composed along imaginary lines which divide the image into thirds — both vertically and horizontallySlide31Slide32
Creating a VISUAL IMAGE (including a DVD cover)
It is important to use these visual techniques to help convey a message to the audience. Think about what you want the image to say and then think about how you would set up the image.
Consider the following;What characters are important?
What is their relationship with each other?What is the mood of the film?How will we show this?Slide33
What characters are important?
What is their relationship with each other?
What is the mood of the film?
How will we show this?Slide34
What characters are important?
What is their relationship with each other?
What is the mood of the film?
How will we show this?Slide35
What characters are important?
What is their relationship with each other?
What is the mood of the film?
How will we show this?Slide36
What characters are important?
What is their relationship with each other?
What is the mood of the film?
How will we show this?Slide37
What characters are important?
What is their relationship with each other?
What is the mood of the film?
How will we show this?