Terms for analyzing visual texts

For Paper 1 and graphic novels on Paper 2

Types of visual (elements in) texts

• Photograph

• Drawing/illustration

• Image

• Portrait

• Graphic

• Abstract/figurative landscape

• Brochure

• Pamphlet

• Painting

• Graffiti

• Flyer

Medium

Definition: The material or form used by an artist

Examples: pen and ink, water color, digital, photography

Effect: Different mediums impacts readers differently based on connotations and level of realism

Motif

The literal content (without analyzing the meaning)

Setting

The context in which a story takes place, including time, place, and social environment. It can affect the plot and characters' behavior.

Narrative

Type of writing that tells a story with characters, plot, and setting. Often includes a conflict and resolution. Can be fiction or non-fiction.

Action

The art of storytelling, either in written or spoken form, which includes the description of events, characters, and settings in a logical sequence.

Focus

• Background

• Foreground

• Dimension

• Depth

• Symmetry

• Intersection and direction of lines

  • The one-point perspective construction with convergence of the receding horizontals at the horizon

Perspective/vantage point/angle

• Birds-eye view: High angle which can show dominance

• Frog’s perspective: Low angle which can show submission

• Eye level

Framing

• Close up shot (heads and shoulders)

• Mid/medium shot (upper part of a person’s body)

• Long distance shot (full person showing long distance or depth)

Shades

• Contours (outline)

• Light

• Shadow

• Contrast

• Tones

• Colors

• Monochrome

• Blurred

Clustering, repetition and patterns

Techniques used to analyze visual texts. Clusters of elements may tie them together and create an effect. Repetition emphasizes key elements. Patterns show relationships between elements.

Body language, facial expressions and eye contact

If characters are present in the visual text, their body language, facial expressions and potential eye contact can impact the tone/atmosphere of the text. E.g. direct eye contact and a strong build may make the reader feel threatened.

Symbolic values

Of objects, colors in the text

Denotation vs connotation

Denotation = literal meaning

Connotations = socio-cultural and personal associations

Cultural codes

Cultural codes are visual cues, symbols, and references that are used in visual texts, such as advertisements, films, and art, to convey cultural meaning and create a connection with the audience. These codes can include colors, images, clothing, and gestures that are associated with specific cultural values, beliefs, and stereotypes. Understanding cultural codes is important for analyzing and interpreting visual texts and their intended messages.

Tone, atmosphere, attitude

The tone, atmosphere, and attitude in visual texts refer to the emotions and feelings that the image conveys to the viewer. It can be created through the use of color, lighting, composition, and other visual elements. The tone can be serious, playful, somber, or any other emotion that the artist wants to evoke in the viewer. The atmosphere is the overall feeling of the image, while the attitude is the artist's perspective or opinion about the subject matter.

Design

The design (layout, look, color, overall artistic impact) of a visual text can create certain connotations that affect how the reader views the text.

E.g. a traditionally professional design can build ethos.

Interplay of words and images in composite texts

• Text anchorage: the text steers the interpretation of the image

  • The primacy of the text

• Relay: text/image relationship which is complimentary

• Text and image oppose each other

Layout

• Size and positioning of objects

• Construction

• Left to right and top to down

  • Normal reading and scanning pattern for English-speaking countries

• Lines

  • Often used to provide directions and paths for the eye to follow

Font

What we use

Typeface

Definition: What words look like visually

Effect: Creates mood and atmosphere depending on style and associations

Typography

Definition: Size and style of typeface

Examples: Modern, strong, crisp, sharp, classical, professional, rounded, soft, humorous, bold types, etc.

Effect: Depends from person to person, as it is subjective. Sparks a certain emotion in the reader which supports the writer’s purpose.

Posed/staged

When the element being photographed is directed by the photographer to sit, stand, move, etc. in a specific way.

Affects how the photograph is received. Overly posed might have a negative effect on the viewer.

Geometric vs. organic shapes

Geometric: Closed figures created using points, line segments, circles and curves. Based on math principles.

Organic: Curvilinear in appearance, similar to those found in nature such as plants, animals and rocks. Not as constrictive.

Caricature

Definition: A picture, description or imitation of a person or group in which certain striking characteristics are exaggerated.

Effect: Either humor or grotesque, depending on the creator’s purpose (entertain or criticize)

Serif-font

Have lines (or feet) at the end of strokes

Sans-serif/non-serif fonts

The lines and strokes of the typeface end cleanly without any additional flare.

Script, novelty, ornamental or decorative fonts

Artistic fonts with unique shapes and personalities.

Tend to have stronger character than traditional serif or sans-serif fonts.