Articles liés à The Language of Pictures in Print Media Advertising

The Language of Pictures in Print Media Advertising - Couverture souple

Pichler, Wilfried

 
9783838651996: The Language of Pictures in Print Media Advertising
Couverture souple
ISBN 10 : 3838651995 ISBN 13 : 9783838651996
Editeur : Diplomarbeiten Agentur diplom.de, 2001

Synopsis

Diplomarbeit, die am 01.05.2001 erfolgreich an einer Universität in Österreich im Fachbereich Geisteswissenschaften eingereicht wurde. Abstract: Today we observe a development in which the role of language is steadily decreasing whereas the impact of pictures is increasing. This goes hand in hand with a development in which information relies more and more on visual concepts. More and more language takes the part of explaining how to read the visual presentations, more and more language takes the part of providing the background information which is necessary to understand the meaning of the visual foreground. Kress and van Leeuwen (1998) argue that Today, we seem to move towards a decrease of control over language (e.g. the greater variety of accents allowed on the public media, the increasing poblems in enforcing normative spelling), and towards an increase in codification and control over the visual (e.g. the use of image banks from which ready-made images can be drawn for the constuction of visual texts, and, generally, the effect of computer imaging technology). Although we may be aware of this tendency, we have not been taught in school how to read visual concepts and so most of us share some degree of illiteracy concerning a critical reading of information presented by images. This is remarkable because we all agree about their influence on our lives but at the same time when we do not develop analytical tools for describing what kinds of strategies, what kinds of concepts are working in visual presentations of information. We tend to overlook the importance of visual concepts simply because we generally do not know enough about their code. This paper analyses photos and language which are parts of ads, which have definitely been designed for transferring messages because they have been made to advertise one specific product. Images and the text of advertisements never are casual products like family pictures. Although the photo in the family al...

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Présentation de l'éditeur

Diplomarbeit, die am 01.05.2001 erfolgreich an einer Universität in Österreich im Fachbereich Geisteswissenschaften eingereicht wurde. Abstract: Today we observe a development in which the role of language is steadily decreasing whereas the impact of pictures is increasing. This goes hand in hand with a development in which information relies more and more on visual concepts. More and more language takes the part of explaining how to read the visual presentations, more and more language takes the part of providing the background information which is necessary to understand the meaning of the visual foreground. Kress and van Leeuwen (1998) argue that Today, we seem to move towards a decrease of control over language (e.g. the greater variety of accents allowed on the public media, the increasing poblems in enforcing normative spelling), and towards an increase in codification and control over the visual (e.g. the use of image banks from which ready-made images can be drawn for the constuction of visual texts, and, generally, the effect of computer imaging technology). Although we may be aware of this tendency, we have not been taught in school how to read visual concepts and so most of us share some degree of illiteracy concerning a critical reading of information presented by images. This is remarkable because we all agree about their influence on our lives but at the same time when we do not develop analytical tools for describing what kinds of strategies, what kinds of concepts are working in visual presentations of information. We tend to overlook the importance of visual concepts simply because we generally do not know enough about their code. This paper analyses photos and language which are parts of ads, which have definitely been designed for transferring messages because they have been made to advertise one specific product. Images and the text of advertisements never are casual products like family pictures. Although the photo in the family al...

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Diplomarbeiten Agentur diplom.de
Date d'édition
2001
Langue
anglais
ISBN 10 
3838651995
ISBN 13 
9783838651996
Reliure
Broché
Nombre de pages
94
Coordonnées du fabricant
Bedey und Thoms Media GmbH
kontakt@bedey-media.de

Hermannstal 119k
Hamburg
22119
Allemagne