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A guide for analyzing visual elements in advertisements, using an image decoder to identify various components such as layout, subject, interaction with the viewer, and the function of the image. Students will learn how to decipher the use of color, tone, perspective, balance, border, texture, contrast, rhythm, symbols, and writing, as well as the body language, facial expressions, costumes, props, and surroundings of the subjects. Additionally, they will consider the purpose and context of the image, the composer's style, and any issues or omissions.
Typology: Exams
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Image Decoder
1 Layout
Identifying structural components of visual texts:
What is the image composed of?
component parts
What is the balance of light and dark in the image? Is the lighting natural light (e.g., sunlight or moonlight) or artificial light? Is it side-lit or evenly lit?
tone/lighting
What colours are used in the image? What is the symbolism or effect of the use of colour?
colour
From what direction is the image viewed? For example, are you viewing the scene from above or from below?
perspective
What is the weight of visual placement of objects? Visual texts are based on a horizontal (left/right) and vertical (top/bottom) axis. Being in the middle is the most balanced place to be.
balance
Is there a boundary shown around the image or does it bleed (go to the edge)? Are there divisions or sections in the image?
border
How do the surfaces look: smooth or rough?
texture
Are differences or similarities in the visual elements emphasised? For example, advertisements sometimes show ‘before’ and ‘after’ shots to emphasise changes in the appearance of an object or person.
contrast or harmony
Is there any pattern in the visual elements such as repetition?
rhythm
Are there any present? In what ways are they connected with the visual elements?
symbols or writing
2 The subject Identifying characteristics for people or animals in an image:
How is the body held?
pose
Where are the hands placed and are they moving or still?
hand or arm gestures
What expressions or looks are on people’s faces?
facial expression
What are people wearing?
costume
Are the people individualised or not?
identity
What objects are shown in the image?
props
Where is the subject located?
surroundings
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Analysing an advertisement
1 Layout
Identifying structural components of visual texts:
2 The subject Identifying characteristics for people or animals in an image:
continued overleaf
Analysing an advertisement (cont.)
3 Interaction with viewer
Positioning devices used:
4 The function of the image The image represents a point of view. Consider factors like:
Writing an analysis
