Year 8 English: Visual Literacy in Advertisements

Vocabulary practice flashcards covering key definitions, visual elements, framing shots, perspectives, reading paths, and color theory principles for analyzing advertising in Year 8 English.

Visual Literacy

The ability to decode, interpret, create, question, challenge and evaluate texts that communicate with visual images as well as, or rather than, words.

Three-Step Process of Visual Analysis

The sequential framework used to analyse visual texts: Step 1 is to Identify the visual feature being used, Step 2 is to Describe the visual appearance of that feature as it appears, and Step 3 is to Explain the effect of that visual feature on the audience.

Mise-en-scène

What is placed deliberately within the frame of an image or scene.

Rule of Thirds

A composition guideline that places your subject in the left or right third of an image, leaving the other two thirds more open.

Contextualised Background

A background in an image that provides a specific place, time, or setting for the viewers.

Non-Contextualised Background

A background that provides less contextual information for viewers and can consist of saturated colour.

Close Up Shot

A framing technique that frames a subject from the head and shoulders.

Mid or Medium Shot

A framing technique that captures the upper part of a person's body.

Long Distance Shot

A framing technique showing a full person to demonstrate long distance or depth.

God's or Bird's Eye View

A high-angle framing shot taken from a great distance looking down on the subject.

Two-Point Shot

A framing shot that includes two people in the frame with minimal white space.

High Angle

A camera perspective angled up that can show dominance.

Low Angle

A camera perspective angled down that can show submission.

Eye Level Perspective

A camera perspective that can establish equality between the audience and the advertisement.

Canting

A perspective shot where the camera is tilted left or right on its axis.

Proxemics

A body language feature referring to an individual's proximity or physical distance to others.

Salience

The dominant image or element in a composition that immediately draws the viewer's attention.

Vectors

Visible or invisible lines within an image that draw the viewer's eye towards a particular element or focal point.

Gaze - Demand

A visual reading path technique where the eyes of a person in the image look directly at the viewer to demand attention.

Gaze - Offer

A visual reading path technique where the person in the frame looks away from the viewer or beyond the frame.

Monochromatic

A visual colour scheme consisting strictly of black and white.

Chiaroscuro

A visual lighting technique characterized by the dramatic use of light and dark shadows.

Color Saturation

The intensity of color in an image, which can appear bleached out if the camera lens aperture is opened excessively, flooding in too much light.

Hue

The actual color or combination of colors (such as red, yellow, or orange).

Value (Color Property)

The color property defining how light or dark a color is through tints and shades.

Chroma

The property of color that points directly to its intensity or saturation.

Influence of Color on Snap Judgements

Studies have shown that $90\%$ of snap judgements made about work or products are influenced by color alone.