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Visual Texts

What is a visual text?

A visual text is a text in which the image plays a major


role in the audiences response.
Although visual texts make meaning with images, they
don't have to be without words: in fact, words and
images are often combined to make meaning.

Types of visual texts

advertisements
film posters
postcards
web pages
cd covers
posters
picture books
brochures
photographs
paintings
cartoons

Quiz
Everyday we come into contact with many texts. Some are
written, others are spoken, but many are visual. Symbols,
along with icons, logos, emblems and insignia, are visual
texts that communicate a meaning to us.
Identify what each of the following visual symbols
represent or mean.

Features of visual
texts
We use the special features of visual language to help us
determine what message is being sent by a visual text.
Some of these features include:
layout position, size, colour, shape
image graphic, symbols
writing font, position, message

Visual texts and colour


Colour adds brightness,
interest and a deeper
meaning to an image. We
associate most colours
with a particular feeling
and meaning.

Colour

Feeling it
gives

What it
symbolises

red

warmth

danger, anger

white

cleanliness

purity

green

peacefulness

nature

black

sadness

death

Activity
Match up the colours with what you think are the feelings and
things they symbolise.
Colour

Feeling it gives

What it symbolises

blue

luxury

uncertainty

gold

power

sunlight

purple

depression

water

yellow

coolness

wealth

grey

warmth

royalty

Analysing a visual text


Context:
What is the context of the image?
What values are represented?
Purpose:
How and why was the image created?
Who is the intended audience?
What is the intended purpose?
Subject:
What body language does the subject show?
What expression is on the face of the subject?
What is the subject wearing?
What is the setting?
What feelings are presented in the visual image?
What message does the image communicate to the audience?

Structure:
How are the elements of the picture arranged?
What is the function of the background?
What use is made of light and dark?
Positioning the viewer:
Is the image a close-up, medium shot or long shot? Why is it appropriate
here?
Where is the viewer positioned above, below or at eye level with the
subject? Why?
What eye contact does the audience have with the subject?
How is the subject positioned in relation to the viewer face on, side on or
facing away?
Use these questions as a guide whenever you are analysing a visual text.

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