Visual Language

Background

• the location or setting

• whatever is behind the focal point or foreground

  E.g. The vast desert landscape and dark sky depicted in the background create a sense of danger.

Low Angle

• A film shot that is taken from a camera angle positioned below the average eye line and pointing up

• Makes a subject appear wider, taller, and more intimidating

  E.g. A low angle shot portrays the subject to appear more dominant and powerful, creating an intimidating ambience

High Angle

• When camera looks down on subject from high angle

• Point of focus often feels swallowed up

• Usually used to make subjects seem

• Vulnerable/powerless

  Example sentence: The use of high angle is used in the Composition to display a feeling of curiosity and fear at the entity above them

Neutral/Eye Level Shot

Definition: A photography shot taken at a regular eye level perspective (as name suggests)

Example: The neutral eye level shot used in the photograph makes the viewer feel a sense of equality with what their viewing (the man)

Long Shot

• Shows how a character/product is related to the background

• Will show the full character/product and parts of the setting it is in

E.g The ad uses a long shot to allow the viewer to understand that the character is walking through the vast woods.

Medium/Mid-Shot

Typically shows the head and torso of the subject or character

E.g. The mid-shot of the main character with the dark and blurry background shows the audience her seriousness and determination

Close Up

• A type of photo technique where the subject is close up

• Used to emphasize a certain emotion (usually a dramatic one)

Eg. The shining - the close up shots evoke and give away certain emotions the character feels/what kind of person the character is

Color (Symbolism)

The use of different colors to draw the reader's attention to a symbolic object, communicate something about a character, or emphasize a theme/emotion

Eg: The colors in the Wood watch ad evoke feelings of simplicity and sophistication as muted tones such as browns hold connotations of luxury and elegance.

Composition/Layout

• The action of putting things together; formation or construction

• The thing composed of various elements

E.g. The composition of shiny and detailed components gives this image a sense of luxury

Copy

The writing (on visual language)

Example sentence: The copy “...” suggests viewers to ...

• Go to the drive through and use the promo code

• Order the “Burger Bundle”

• QOTD Ad) : Associate ... (freedom) with the

Focal Point

• Pulls viewers attention to important subjects of visual language

• Usually in the center or is larger than other aspects

• Can be text, shapes, products, etc.

• Communicates by default the message of the piece

  Example: in the photo to the right, the camera lens is centered in the middle of the photo, additionally it is not blurred like the background. This essentially draws the viewer's attention to it first

Foreground

• Part of the scene closest to the viewer.

• Usually features the focal point.

• Is in front of the background.

E.g, A boulder is pictured among rocks and pebbles in the foreground.

Implied Narrative

• A piece of text that creates a story

• The audience depicts the images and symbols through hidden symbols and messages rather than explicit statement

Eg: A picture of a car accident the audience assumes what has happened

Lighting

Lighting refers to the way light is used to highlight subjects, create mood, and define the overall visual impact of the image.

Perspective/Vantage Point

• Vantage point is a place you can see a situation/object/person from

• Perspective is how you see the situation/object/person

eg. The perspective of the image gives the colosseum a more grand appearance. This vantage point gives a good idea of what it may look like if you were sitting down around the colosseum.

Contrast

• Difference between two visual entities

• Aspects can be color, shape, form, and context

E.g. The contrast in color between the person and the background emphasizes the person’s figure and posture.