1. Visual Language

2. Subject matter
Who/what is the main focus of the image. Marginalisation – where unimportant aspects are at the edge of an image. Centralisation – where the most important image is in the centre.

3. Subject matter

4. composition
Man is larger and in the foreground (front). What is in the centre of the image? _________________________ Answer: Esky Also positioned in foreground. What does the Esky symbolise? __________________________ Answer: Alcohol

5. Juxtaposition
This is the (placing together) of contrasting/opposite objects or subjects emphasises differences or similarities, and may be used to represent a particular concept or perspective. For example, a group of people placed closely together may suggest a family unit or team, while a loosely arranged group may suggest disconnection.

6. How do you interpret the relationship of the subjects?
Grouping- ‘team’
Cricket whites/bats
Boys as players, men as coaches
’Arms crossed’, ‘hands on knees’ give impression of team photo’
-Grouping as a ‘family’
-Dressed and arranged in family portrait style
-’Knees touching’ ‘hand on shoulder’
Give impression of familial bond

7. COLOUR
Creators of visual texts may use the associations attached to certain colours to symbolically present information and ideas and shape viewers’ responses. For example, the colour red may be associated with the concepts of love, blood or passion, green with jealousy or envy, or the environment, and black with evil. Colour may also suggest concepts, for example a silvery blue light may suggest the idea of an alien/science fiction context. It may suggest a mood, for example, dark blue light may symbolise mystery.

8. Colour
VARIETY OF MEANINGS: What do these colours represent?

9. colour

10. symbolism
This is where certain objects symbolise meanings beyond their functional meaning.

11. What do these images symbolise?
APPLE
APPLE
EYE
WATER
BOOKS
EAGLE

12. APPLE
LOVE
DESIRE
TEMPTATION
EYE
PERCEPTION
KNOWLEDGE

13. WATER
LIFE PURIFICATION KNOWLEDGE LAW

14. Eagle
POWER AUTHORITY

15. Lighting
HIGH KEY LIGHTING: Bright light which eliminates shadows, revealing the features of the subject and represents natural looking images. A cold atmosphere can be created with this type of lighting.
LOW KEY LIGHTING: Is soft, low level lighting that creates shadows, softens contrasts and hides features. Can create an ominous, mysterious or soft, romantic mood.

16. lighting
BACK LIGHTING: Hard, bright light directed from behind the subject. Separates the subject from the background. Creates shadows or a silhouette/halo effect around the subject. Back lighting (shadowed) may create a sense of mystery. SPOT LIGHTS: Highlight and direct viewers attention to a key element of an image. Lighting may be used to emphasise the importance of particular objects or aspects of the image.

17. Identify high, low, back and spot lighting

18. DISTANCE
CLOSE UP: Direct viewers attention to details of objects/subjects (e.g. facial expressions revealing emotion, workmanship, interesting features.) EXTREME CLOSE UP: Focus on a single detail/feature. Emphasis is literal or symbolic. E.g. Close up of teeth could be to suggest they are clean/dirty (literal) or a vampire threat (symbolic) MEDIUM: Show subjects from mid-distance (e.g. knees/waist up) with some background visible

19. Identify the close up extreme close up or medium shot

20. DISTANCE
LONG SHOT: Shows the entire object/subject and their context or background EXTREME LONG SHOT: Establish a sense of place. Subjects are shown isolated and or/at great distance
LONG
EXTREME
What theme is this image? Hint: Background info.
How do you know?
Shows location or theme

21. CAMERA angle
EYE LEVEL: Positioning the viewer at eye level to the subject, and at the front invites the viewer to relate to the subject in an equal and natural way, and to feel as though they are part of the narrative. HIGH ANGLE: Position viewers above the subject. They may make the subject seem insignificant, weak, powerless or less important, and position the viewer to feel powerful or dominant. BIRD’S EYE: Place the viewer high above, the subject, and create an unnatural distance between them. Viewers see the general characteristics, rather than the details, of the subject, which may seem insignificant, weak, LONG ANGLE: Position the viewer below the subject, and may make the subject seem important, powerful or dominant. The lack of detail in the background (sky or ceiling) may isolate the viewer from the narrative. TILTED: Position the viewer below the subject, and may make the subject seem important, powerful or dominant. The lack of detail in the background (sky or ceiling) may isolate the viewer from the narrative.

22. ANGLES

24. FRAMING
This is what is seen in the image: the subjects placed within or left out of the frame (borders). Open frame: Viewers may be positioned to believe that there may be people and/or objects out of frame (eg people may be looking out of frame, or there may be open doors), and that the world outside the open frame remains an important element of the narrative. Closed frame: Viewers’ attention is directed to the action and to events and ideas which are contained only within the frame.

26. BODY LANGUAGE
Creators of images may represent particular ideas, attitudes or beliefs through the subject’s stance, facial expression, gestures or action. Viewers’ responses may be shaped by their connection to particular aspects of the body language represented.

27. WHAT DOES THIS BODY LANGUAGE TELL YOU?

28. Gaze Way in which the subjects are looking at each other.
She is gazing upward in a submissive manner
He gaze is directed downwards
Gaze has been used in this visual text to reinforce typical gender stereotypes.
What other visual language conventions have been used?

29. WRITTEN TEXT
HEADLINE: This large writing (often at the top or middle) is designed to grab viewers’ attention and invite them to engage with the image. They are usually presented in large, bold fonts for emphasis and may give the advertisement’s essential message. For example, DON’T BE LEFT BEHIND. BE A WINNER NOW. CAPTIONS: Smaller bits of writing that are often presented in smaller, and different, font sizes to provide information and address the needs, desires and interests of the image’s target audience. SPEECH BUBBLES: Speech bubbles enable creators to add interest and information to images, and offer personal or expert comments, or opinions that viewers may relate to.

30. WRITTEN TEXT
LANGUAGE STYLE: The unique way words and sentences are selected and crafted for effect. Language styles include: Elaborate language: long, complex sentences with extended or elaborate descriptions Simple language: plain language, no unnecessary details or descriptions, and short and simple sentences Formal language: impersonal language, complex sentence structures and technical vocabulary Persuasive language: emotive or exaggerated vocabulary and persuasive techniques to influence readers and shape their responses.

31. WHAT WRITTEN TEXT DO YOU SEE?
HEADLINE: “AUSTRALIANS MAN YOUR ESKYS THIS JAN. 26” CAPTIONS: -”However you celebrate, do yourself proud.” -”Find out about events near you at (website)” -”Get involved this Australia Day” -”Celebrate what’s great” What is the main point of this image?