Creativity and visual communication as innovative educational tools for sustainable development ...
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Transcript of Creativity and visual communication as innovative educational tools for sustainable development ...
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Visual communication models
Sara Bigazzi
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VISUAL COMMUNICATION
How to communicate specific meanings
playing with visual features
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people/ non people
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high angle /
low angle shot
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frontal / lateral
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close-up/ overview
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light/ dark
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From dark to light
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Bright / Pale
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Bright >> artificial, synthetic
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Bright>> artificial, synthetic
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top/ down
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central / peripherical
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Inside / outside
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STANDARD OF PRINTED ADV
Headline
visual
Pay-off
Pack-shot Bodycopy
logo sequential
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visual
(Pay-off)
(Pack-shot)
logo axial
STANDARD OF PRINTED ADV
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powerful, strong, aggressive, impulsive, dynamic, taste intensity, elegance, romance
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Natural, fertile, calm, peaceful, quiet, genuine for food products
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safe, calm, honest, prestigious, noble, institutional, fresh for food products (milk,…)
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Future, development, modern, new, natural for food (cornfield)
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pure, clean, hygienic
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feminine, sweet, tender
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elegant, sophisticated, quality, value, refined
BLACK
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MODELS & TECHNIQUE IN VISUAL COMMUNICATION
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MODELS & TECHNIQUE IN VISUAL COMMUNICATION
point of view role-play tone of voice
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NARRATIVE POINT OF VIEW: external internal
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THE EVENTS ARE SEEN FROM AN EXTERNAL
POINT OF OBSERVATION
> WHO’S LOOKING / TALKING DOESN’T APPEAR (both at a verbal and at a visual level)
The statement hasn’t a protagonist
> External Point of view
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Who’s talking is:
an external observer, neutral and impartial
“somebody” we can’t see
There is no clue about verbal references to “I” or “You”
> External Point of view
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The statement tells a “general statement”
It’s like who’s talking was “The common sense” “the public opinion” “THE Science” “THE good taste”.. “THE society”
> External Point of view
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OUTPUT: lower involvement info is presented as “real”, as something given for granted
> External Point of view
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>> in social communication
> External Point of view
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THE EVENTS ARE TOLD FROM THE INSIDE
WE CAN SEE WHO’S TALKING
(at a visual level and/or verbal one)
> Internal Point of view
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WHO’S TALKING IS VISIBLE AND (OFTEN) IS LOOKING AT US
> Internal Point of view
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experienced expert
> Internal Point of view
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He/she talks according to his/her experience, since he/she has already passed throught those kind of choice or situations and therefore knows it very well.
> Internal Point of view > EXPERIENCED
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Authotitative and prepared, the Expert is not involved in first person, but know what we’re talking about because he’s used to cope with it each single day.
> Internal Point of view
> EXPERT
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OUTPUT: presence effect bigger involvement process of identification subjective point of view
> Internal Point of view
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For example: somebody who already did the mistake and wants to prevent us from doing it somebody that had the guts to say no/or that behave in the right way” somebody who’s been helped and is communication his gratitude somebody who’s donating some money somebody who wants to make people aware about his situation
>> in social communication
HE watches, lives, and tells IN FIRST PERSON
> internal Point of view
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>> in social communication
For example: somebody who already did the mistake and wants to prevent us from doing it somebody that had the guts to say no/or that behave in the right way” somebody who’s been helped and is communication his gratitude somebody who’s donating some money somebody who wants to make people aware about his situation
> internal Point of view
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2. ROLE-PLAY: “I have a dream” “I know, therefore trust me” “I am a perfomer” “Awards: positive or negative”
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“I HAVE A DREAM” The brand proposes a aim, a dream to achieve, and ask the target to participate
>> usually the product is the tool thru which the aim could be achieved
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Two main sub-strategies:
SUGGESTION
REQUEST (asking for)
I HAVE A DREAM >> in social communication
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THE SUGGESTION >> an action is suggested for the wellness of the whole society
Proposal of detachment from a negative behaviour and/or
proposal of positive behaviours
I HAVE A DREAM >> in social communication
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Proposal of detachment from a negative behaviour
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proposal of positive behaviours
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REQUEST >> the goal is to achieve a concrete action (donation, money)
I HAVE A DREAM >> social communication
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“I KNOW, THEREFORE TRUST ME”
Focus on the Brand knowledge and competence
Know / Know-how
Able/ Able to
>> the brand knows what the consumer want’s
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“I KNOW, THEREFORE TRUST ME”
Brand know-how
>> long-term experienced, great care
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Who’s talking (ONG, Public institution, Non-profit organization,…):
is well-known, is perceived as competent and skilled on the matter is talking about,has been working on that field for a long time.
knows what’s better for the well-being of the target
is represented by a testimonial, well-known to be skilled on the social issue promoted
“I KNOW, THEREFORE TRUST ME”
>> in social communication
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“I’M A PERFORMER”
Focus on the product performances, showing points of strenght
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“I’M A PERFOMER”
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People are shown while acting in the correct way ie: people behaving in the right way or volunteers at work, while healing, helping…
“I’M A PERFORMER” >> in social communication
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people behaving in the right way
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volunteers at work, while healing, helping…
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GET A REWARD
Value acknowledgment
Consumer satisfaction
(often the focus is on the
act of consuming as
desiderable and
gratifying)
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Commercial adv
euphorical
REWARD >> in social communication
Social adv
disphorical euphorical
VS
positive award positive award negative award
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POSITIVE AWARD
satisfaction of the protagonist, while thinking or doing a positive action Es: proudness of the blood donours
acknowledgment of an achieved goal es: positive things built or achieved with the fund raising,…
social approval / beneficiaries gratitude es: children while studying, people saying thank you,…
AWARD >> in social communication
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positive
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NEGATIVE
What would happen if...
… we won’t adopt the correct behavious
Show of the negative conseguences
of the wrong behaviour
i.e: car accident, a city overwhelmed by urban waste, the general pollution…
AWARD >> in social communication
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Negative
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Negative
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Negative
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Negative Positive
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negative >> positive
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3. STYLES: “Happy end” “Fear Arousal Appeal” “Paradox”
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Positive feelings friendly reassuring, good practices, hyronical and playful
WORKING ON EUPHORICAL
HAPPY END
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WORKING ON DISPHORICAL
FEAR AROUSAL APPEAL
Direct Shocking Use of strong and though images Aggressive High-emotional-impact
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WORKING ON NON –DISPHORICAL & NON-EUPHORICAL
PARADOX EFFECT
Striking from a rational point of view Puts things in a differente perspective Plays on identification Plays on contrasts and on irony
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ACCORDING TO YOU, HOW IT WORKS IN YOUR COUNTRY?
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SOCIAL COMMUNICATION: Environmental issues
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