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Created with Fabric.js 1.4.5 Cameradistance & angle Use of Visuals Consider your responses to the following key questions when you are critically reading/deconstructing a visual text: Captions Lighting Composition Consider the use of blank space, juxtaposition (putting seemingly unrelated items close together or side-by-side, details in the foreground and background, what is excluded or cropped Consider: high angles (looking down) suggest vulnerability, low angles (looking up) suggest power, close ups suggest intimacy, long shots suggest distance, eye-level shots suggest equality Consider: brightness/darkness, top lighting, side lighting, bottom lighting, back lighting, artificial lighting, and natural lighting Content can change the meaning entirely arrangement of elements in the visual Every photograph, ad, or layout is composed to convey a specific emotion or message. As a result, a visual is not simply a reflection of reality, but rather the expression of a point of view. An important component of critical reading is the ability to evaluate whether the text/author has used visuals effectively. Consider the elements below when deconstructing any visual text.The next time you read a visual text, think critically about these dimensions of effective use of visuals. Most importantly, learn by discussing your thoughts and responses with your friends on WiREAD. may indicate the author's attitude toward the subject Who or what is emphasized, facial expression, body language, use of computer retouching, the action featured, objects, setting, and coloursmay affect how we interpret a visual the elements in the visual may contribute to moodand atmosphere Word choice, use of adjectives, andpunctuation influence how we interpretan image. Describe the target audience by age, gender, income level, and any other identifying features. In your opinion, would the ad have any appeal beyond the target audience?Describe the actors/models and the scenario in which they appear. Consider the use of emotional appeal.Are the beliefs of one particular group represented? Who is in a position of power and who is not?Are any stereotypes used? Describe them.What views of happiness and success are implied? What effect do the five elements listed above have on the meaning of the advertisement?Does the advertisement appeal to our needs or desires?If the ad appeals to a need, what kind of need is it?Does the ad play on the audiences fears? How?What solution to the desire, need, or fear does the ad offer? Is the solution realistic? © 2015 WiREAD Project Team, Dr. Jennifer Pei-Ling Tan, Christin Jonathan, National Institute of Education, Singapore. Do not reproduce or modify without prior authorisation from authors. Contact Adapted from:
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