English 2201 Visual Literacy Terms
Terms in this set (67)
Objects appearing smaller or "behind" more significant objects in a visual.
The way shapes, objects, and colours are arranged within a visual. When elements are balanced, they create a feeling of order or harmony.
Use of colour can communicate many things. Very often colour is used to create mood in still images (ex. Dark colours create a mood of mystery or sadness).
The arrangement of visual elements (how the visual is designed.)
A stark difference between objects, ideas, or other features of text in a visual. It could be a difference between objects which underlie the message of the visual, or something as simple as contrast in colour.
Drawing attention (or special interest) to a particular element of a visual using one or more of the features of text.
The main area of interest in a visual.
Giving prominence to one element of a visual (appearing in the "front" of the visual, for lack of a better term.)
Any image begins with this. Jagged lines may suggest power or confusion; straight lines may suggest order and direction; curved lines may suggest motion or softness.
A sense of energy in a visual, determined by the spaces between objects and by the objects themselves.
The appearance of objects as having a sense of depths or distance.
A relationship between objects with respect to size, placement, or importance.
Shapes are flat objects that are two-dimensional. When shapes are balanced they create a sense of harmony; when shapes are not placed in symmetry they can create tension.
What the visual is about. The subject can usually be stated in one word, such as "teamwork". Often, people confuse the subject with the theme or message.
The elements of a visual that have been carefully planned to create an intended effect.
The associations a word or image evokes.
Relate to the way images communicate meaning.
The suggestion that all people belonging to a certain group look and/or behave the same way.
The quality or feel of an object's surface, such as roughness and smoothness. Through the skilled use of lines and dots in visual images, texture can be "felt" with the eyes.
The words that are oftentimes above a visual or placed so that it is easily recognized. They are often in bold lettering and are usually in a larger font than the rest of the words on the page.
Often a catchy phrase that is associates with a product or organization that is being advertised. (Ex. Nike's slogan is "Just Do It!" McDonalds' slogan is, "I'm Lovin' It")
The positioning of articles and photos in a news publication. Layout also includes the use of borders, colour, and artwork.
The correspondence in size, form, and arrangement of parts on opposite sides of a plane, line, or point; regularity of form or arrangement in terms of like, reciprocal, or corresponding parts.
The lack or absence of symmetry in spatial arrangements.
The image within a visual that is occupying or in a commanding position that supersedes all others.
A border or case often used to draw the attention of the viewed to the outlined image.
Can be used by designers to draw attention to particular elements of a visual.
Shadows can be used to set mood and tone. As well as set perspective within the visual.
A paid announcement, as of goods for sale, in newspapers or magazines, on radio or television.
A list, plan, outline, or the like, of things to be done, matters to be acted or voted upon. All ads have an agenda with the purpose to sell a particular product.
A web site containing the writer's or group of writers' own experiences, observations, opinions, etc., and often having images and links to other web sites. Often, these sites are created by users themselves.
A pamphlet or leaflet that presents information on any particular item. Can be used to sell a product or simply relay information.
The words beneath a visual that explain the subject and give background information. Captions help to shape the meaning of the visual, sometimes in misleading ways.
A commercially sponsored advertisement normally produced for radio, television, or online viewing.
Breaking a text down into its components to see what messages and assumption it carries.
Of or pertaining to a particular age group.
Approval or support of a product or idea. Often, endorsements include a person, group of people, or company support.
The organization, style, or plan of something. In media literacy there are a number of formats.
Like format, the type or form of something.
The main points in a television or radio broadcast. Also the phrase at the top of a newspaper or magazine article indicating the subject and is usually in larger font.
An image, picture, or representation of something.
Something that is intended; purpose.
A graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.
A short summary serving as an introduction to a news story, article, or other copy.
The means of communication that reach large numbers of people in a short time such as internet, television, newspapers , and radio.
Any communication product, including radio and television, movies, billboards, magazine and television advertisements, books, paintings, photos, collages, posters, comics, and web pages.
Refers to the type of media used; for example, television is a powerful medium to present information.
The theme of the visual (the "lesson" the artist wants us to take away after viewing it.)
A placard or bill posted in a public area for advertisement or to relay information.
A good or service that a company makes available, normally through payment.
Refers to the organization of objects within a visual.
Information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.
Dialogue Bubbles/ Speech Balloons:
In cartoons, a rounded outline containing words. When used, they can provide valuable information about the visual.
Strategy - Bandwagon:
A form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up on the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.
Strategy - Cartoon/ Cute Characters:
Using characters that appeal to the emotions of the viewer such as babies, small "cute" animals.
Strategy - Celebrity Endorsement:
A strategy used where a famous person, athlete, movie star support a product or idea. Often, viewers want to be like that famous and buy the same products. Normally, Testimonials are used to endorse.
Strategy - Emotional Appeal:
An advertisement used to appeal to any and all emotions of the viewer. Emotions such as sympathy, anger, and humour.
Strategy - Facts and Figures:
Statistics and objective factual information is used to prove the superiority of the product.
Strategies - Gender/ Sex Appeal:
The use of sexual or erotic imagery in advertising to draw interest to and to help sell a particular product. A feature of sex in advertising is that the imagery used, such as that of a pretty woman, typically has no connection to the product being advertised. The purpose of the imagery is to attract the attention of the potential customer or user.
Strategies - Name Calling:
Advertisers compare their product or service to the competition in a way that is favorable to the advertiser.
Strategies - Plain Folks:
The suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
Strategies - Shock Appeal:
A type of advertising generally regarded as one that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals."
Strategy - Snob Appeal:
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
Strategies - Testimonial:
A person (usually famous) is used to endorse a product. For example, Michael Jordan and Nike shoes.
Subliminal messages are said to be hidden messages within the media we see and hear. (most often said to be in movies and rock music) these messages are thought to speak to our subconscious mind through our waking mind without our knowledge.
Underlying and often distinct theme in a piece of writing or conversation.
An audience made up of the same kind of people, for example, children between the ages of eight and twelve.