Visual Text Analysis: Understanding Advertisement Techniques, Exams of Computer Vision

Download Visual Text Analysis: Understanding Advertisement Techniques and more Exams Computer Vision in PDF only on Docsity! Analysing visual texts In the following activity you will analyse the way that visual techniques are used in an advertisement. Text 1 – Advertisement Use the Image Decoder on the following pages to analyse the way that visual elements in the advertisement above have been used to appeal to a target group of consumers. Image Decoder 1 Layout Identifying structural components of visual texts: • What is the image composed of? component parts • What is the balance of light and dark in the image? Is the lighting natural light (e.g., sunlight or moonlight) or artificial light? Is it side-lit or evenly lit? tone/lighting • What colours are used in the image? What is the symbolism or effect of the use of colour? colour • From what direction is the image viewed? For example, are you viewing the scene from above or from below? perspective • What is the weight of visual placement of objects? Visual texts are based on a horizontal (left/right) and vertical (top/bottom) axis. Being in the middle is the most balanced place to be. balance • Is there a boundary shown around the image or does it bleed (go to the edge)? Are there divisions or sections in the image? border • How do the surfaces look: smooth or rough? texture • Are differences or similarities in the visual elements emphasised? For example, advertisements sometimes show ‘before’ and ‘after’ shots to emphasise changes in the appearance of an object or person. contrast or harmony • Is there any pattern in the visual elements such as repetition? rhythm • Are there any present? In what ways are they connected with the visual elements? symbols or writing 2 The subject Identifying characteristics for people or animals in an image: • How is the body held? pose • Where are the hands placed and are they moving or still? hand or arm gestures • What expressions or looks are on people’s faces? facial expression • What are people wearing? costume • Are the people individualised or not? identity • What objects are shown in the image? props • Where is the subject located? surroundings continued overleaf