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The Language of Pictures in Print Media Advertising by Wilfried Pichler (Paperback, 2002)

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Inhaltsangabe: 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 album is coded its coding is less elaborated than the coding of pictures in ads. We have to keep in mind that many people, experts i

Product Identifiers

Publisher
Diplom.De
ISBN-13
9783838651996
eBay Product ID (ePID)
222381076

Product Key Features

Author
Wilfried Pichler
Publication Name
The Language of Pictures in Print Media Advertising
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2002
Type
Textbook
Number of Pages
100 Pages

Dimensions

Item Height
210mm
Item Width
148mm
Item Weight
141g

Additional Product Features

Title_Author
Wilfried Pichler

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The Language of Pictures in Print Media Advertising by Wilfried Pichler (Paperback, 2002)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Eduqas GCSE (9-1) Religious Studies Route B: Catholic Christianity and Judaism by Deirdre Cleary, Andrew Barron, Joy White, Patrick Harrison (Paperback, 2017)

Polyvagal Exercises for Safety and Connection: 50 Client-Centered Practices by Deb Dana (Paperback, 2020)

Save on Adult Learning & University

Netter Atlas of Human Anatomy: Classic Regional Approach

Michael Nehls The Indoctrinated Brain (Hardback) (US IMPORT)

Bill Perkins Die With Zero (Paperback)

Havard's Nursing Guide to Drugs

The Fourth Turning By Neil Howe, William Strauss

Steven Holzner Physics Essentials For Dummies (Paperback)

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