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Visual texts intro[1]
WHAT DO YOU SEE?
WHAT DO YOU SEE?
WHAT DO YOU SEE?
WHAT DO YOU SEE?
WHAT DO YOU SEE?
WHAT ARE VISUAL TEXTS?
• Texts that are created using still or moving images
(multi-modal texts)
• May or may not contain words
• Television, film, radio, advertising, billboards, the
Internet, computer games and programs, art works
such as paintings, drawings, sculptures,
architecture, book covers, illustrations

THEY ARE EVERYWHERE.
WHY VISUAL TEXTS?
The skills involved are increasingly demanded of us in
our daily life:
 Understanding of visual texts at literal, inferential &
evaluative levels
 Personal engagement
Engagement with visual impact of material
Engagement with real concepts
Engagement with familiar concepts
Engagement with non-linear layout
VISUAL TEXT COMPREHENSION
Understanding images & words in the context it is
being used
 Bring life experiences & background knowledge to what
is being read/viewed
 All visual texts are influenced by the cultures, values,
ideologies and world views in and through which they
are created & consumed.
eg. Family photo in your home vs. A family portrait in a magazine or
Artists’ impression vs. housing agent’s view of a HDB estate
HOW TO INTERPRET VISUAL TEXTS?
• We need to first identify the different elements that
make up the text.
• These include:
• Images
• (Colour)
• words – includes title, headlines, captions
• Typographical features - type of font, font size, italicised
• Layout – spatial arrangement of different elements in a
text
IMAGES…
Images are mental representations, pictures of
objects, people or animals or any diagram that
provides visual information.
Images in a visual text may contain:
 People, animals or object participating in an action
 Flow charts, maps or labelled images showing a
concept or an idea
 Symbols or icons
What does this
image show?

- Concept/idea
- Desire to
show unity
between
young & old
- Unity between
different races
What does this image
show?
- An action –
- Ex–offender trying to
remove the label from
his back
- Stereotype – tattooed
people are offenders
MORE ON IMAGES…
Angles – looking down vs looking up
 Looking down at someone conveys a sense of
power or control
 Looking up at a person or object can make us feel
vulnerable
Framing – determines amount of information
given to viewers
 Close-up shot – closer social relation, lesser details
 Long shot – distant relation, more details
FRAMING

NDP
poster
- Long shot
– more
details
- Focus on
people in
Singapore
FRAMING
Election poster in 2006
- Close-up shot of Lee
Hsien Loong
- Focus on voting for him
WORDS (INCLUDES TITLES, HEADLINES, CAPTIONS)
• Who is the target audience when something is
said?
• Why are certain words used over others?
• What information is being conveyed in words?

• Literal, Inferential, Evaluative understanding of
words in text
NEA Poster
- How are the words being
transposed with the image
in the poster?
- Why do you think the
words ‘Just Bin it’ was
used in this poster? What
effect is this intended on
the viewer?
WORDS (INCLUDES TITLES, HEADLINES, CAPTIONS)
Title – main topic of the poster

Headline – main statement that tells the main
message of the poster ; usually the text in the
largest and boldest font
Captions – It is the typed text under photographs
explaining the image and usually in one sentence
TYPOGRAPHICAL FEATURES - FONT TYPE AND SIZE
Are the fonts in capital letters or non-capitalised letters?
Are some words intentionally larger or smaller for any
reason? Why?
Usually determines the reading paths of the
reader/viewer.
 Reader/viewer will tend to be attracted to the larger fonts
used in the text.
 Usually for words that are meant for emphasis.
- What are the words that
are meant to capture
viewer’s attention first?
- What is the next thing
that captures your
attention?
- With regard to the
typographical features,
why do you think the
poster is created as
such?
LAYOUT
Placement of elements in text can influence the meaning
of the image.
Types of placement:
 Top/bottom – top contains the ‘attention-grabber’; bottom
contains new information
 Left/right – left side contains information that is understood;
right side presents new information
Note: not all of these ‘codes’ apply to every image – images are
shaped according to purpose and effect their creators wish to
achieve.
TOP/BOTTOM
• Top – attentiongrabber (Visual +
words)
• Bottom – more
information about the
deal that Burger King
is offering
Left side –
reported
natural
disasters in
the country
Right side –
information
about the
services they
are providing
REMEMBER
THIS?
Advertorial by
Watsons
Study the placement
of the image with
the products that
Watson’s is trying
to sell. Notice that
the testimonies of
the experts are
placed before the
products they are
selling.
Why do you think the
layout is as such?
RECAP…
• Different elements of visual texts:
• Images
• (Colour)
• words – includes title, headlines, captions
• Typographical features - type of font, font size
• Layout – spatial arrangement of different elements in a text

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CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 

Visual texts intro[1]

  • 2. WHAT DO YOU SEE?
  • 3. WHAT DO YOU SEE?
  • 4. WHAT DO YOU SEE?
  • 5. WHAT DO YOU SEE?
  • 6. WHAT DO YOU SEE?
  • 7. WHAT ARE VISUAL TEXTS? • Texts that are created using still or moving images (multi-modal texts) • May or may not contain words • Television, film, radio, advertising, billboards, the Internet, computer games and programs, art works such as paintings, drawings, sculptures, architecture, book covers, illustrations THEY ARE EVERYWHERE.
  • 8. WHY VISUAL TEXTS? The skills involved are increasingly demanded of us in our daily life:  Understanding of visual texts at literal, inferential & evaluative levels  Personal engagement Engagement with visual impact of material Engagement with real concepts Engagement with familiar concepts Engagement with non-linear layout
  • 9. VISUAL TEXT COMPREHENSION Understanding images & words in the context it is being used  Bring life experiences & background knowledge to what is being read/viewed  All visual texts are influenced by the cultures, values, ideologies and world views in and through which they are created & consumed. eg. Family photo in your home vs. A family portrait in a magazine or Artists’ impression vs. housing agent’s view of a HDB estate
  • 10. HOW TO INTERPRET VISUAL TEXTS? • We need to first identify the different elements that make up the text. • These include: • Images • (Colour) • words – includes title, headlines, captions • Typographical features - type of font, font size, italicised • Layout – spatial arrangement of different elements in a text
  • 11. IMAGES… Images are mental representations, pictures of objects, people or animals or any diagram that provides visual information. Images in a visual text may contain:  People, animals or object participating in an action  Flow charts, maps or labelled images showing a concept or an idea  Symbols or icons
  • 12. What does this image show? - Concept/idea - Desire to show unity between young & old - Unity between different races
  • 13. What does this image show? - An action – - Ex–offender trying to remove the label from his back - Stereotype – tattooed people are offenders
  • 14. MORE ON IMAGES… Angles – looking down vs looking up  Looking down at someone conveys a sense of power or control  Looking up at a person or object can make us feel vulnerable Framing – determines amount of information given to viewers  Close-up shot – closer social relation, lesser details  Long shot – distant relation, more details
  • 15. FRAMING NDP poster - Long shot – more details - Focus on people in Singapore
  • 16. FRAMING Election poster in 2006 - Close-up shot of Lee Hsien Loong - Focus on voting for him
  • 17. WORDS (INCLUDES TITLES, HEADLINES, CAPTIONS) • Who is the target audience when something is said? • Why are certain words used over others? • What information is being conveyed in words? • Literal, Inferential, Evaluative understanding of words in text
  • 18. NEA Poster - How are the words being transposed with the image in the poster? - Why do you think the words ‘Just Bin it’ was used in this poster? What effect is this intended on the viewer?
  • 19. WORDS (INCLUDES TITLES, HEADLINES, CAPTIONS) Title – main topic of the poster Headline – main statement that tells the main message of the poster ; usually the text in the largest and boldest font Captions – It is the typed text under photographs explaining the image and usually in one sentence
  • 20. TYPOGRAPHICAL FEATURES - FONT TYPE AND SIZE Are the fonts in capital letters or non-capitalised letters? Are some words intentionally larger or smaller for any reason? Why? Usually determines the reading paths of the reader/viewer.  Reader/viewer will tend to be attracted to the larger fonts used in the text.  Usually for words that are meant for emphasis.
  • 21. - What are the words that are meant to capture viewer’s attention first? - What is the next thing that captures your attention? - With regard to the typographical features, why do you think the poster is created as such?
  • 22. LAYOUT Placement of elements in text can influence the meaning of the image. Types of placement:  Top/bottom – top contains the ‘attention-grabber’; bottom contains new information  Left/right – left side contains information that is understood; right side presents new information Note: not all of these ‘codes’ apply to every image – images are shaped according to purpose and effect their creators wish to achieve.
  • 23. TOP/BOTTOM • Top – attentiongrabber (Visual + words) • Bottom – more information about the deal that Burger King is offering
  • 24. Left side – reported natural disasters in the country Right side – information about the services they are providing
  • 25. REMEMBER THIS? Advertorial by Watsons Study the placement of the image with the products that Watson’s is trying to sell. Notice that the testimonies of the experts are placed before the products they are selling. Why do you think the layout is as such?
  • 26. RECAP… • Different elements of visual texts: • Images • (Colour) • words – includes title, headlines, captions • Typographical features - type of font, font size • Layout – spatial arrangement of different elements in a text

Notas do Editor

  1. Letter u is replaced with a rubbish bin – to show how ‘cleaning up’ can be doneJust bin it – inspired by nike slogan. Creation of sense of familiarity with the audience to encourage them to throw rubbish in it respecti
  2. Clearance sale – big fonts/colours used70%Emphasis on the clearance sale which has up to 70% discount
  3. Testimonies by experts given first so that audience will have the impression that Watson’s has expert knowledge of hairImage of girl with great hair put alongside product to influence the audience to buy those products – i.e. if you buy these, you will have such greatlooking hair.