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MTD1 week 3

MTD1 week 3. Communications theory typography Design principles. Sender – message - receiver. Sender – message - receiver. Real sender. Sender – message - receiver. Sender – message - receiver. Sender – message - receiver. Unilever manufacturer. Dove – love yourself – women brand.

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MTD1 week 3

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  1. MTD1 week 3 Communications theory typography Design principles

  2. Sender – message - receiver

  3. Sender – message - receiver Real sender Sender – message - receiver Sender – message - receiver

  4. Sender – message - receiver Unilever manufacturer Dove – love yourself – women brand Axe – attract women – men brand

  5. Lever Bros. Margarine Unie Brooke Bond Ragu Pond’s Aqua-Net Cutex Nail Polish Vaseline Calvin Klein Cosmetics Faberge Suave Finesse Degree deodorant Best Foods Ben & Jerry’s Slim Fast Lipton Dove Axe Unilever manufacturer Whatever you want to hear consumer

  6. Typography: another way to send messages

  7. calligraphy

  8. 1847 1851 1948 mid 1920’s

  9. Art deco – originated in 20’s, connoted elegance, glamour, functionality and modernity mid 1920’s Chrysler Building, 1928-30

  10. Perception: (Zettl) The eye is drawn by composition.Vectors, Lines, Weights of Image.Orientation.

  11. Perception: (Zettl) Horizontal/VerticalAlso Known as Landscape/Portrait.Portrait more dynamic, Horiz more tranquil.Why the screeen, iPad, Kindle orientations? How does this affect how they are read?

  12. Perception: (Zettl) Figure/Ground

  13. Applications Gaze Tracking Heatmaps – websitehttp://www.youtube.com/watch?v=j5Pcp3iyuwkGraffiti Research Labs EyeWriterhttp://www.eyewriter.org/

  14. Perception: (Zettl) Gestalt

  15. Compositional ideas • Aspect ratio • Establishing (wide) shot • MS, CU, ECU • Stable/unstable (tilt, cant) • Pull of frame edges • Direction of gaze (nose room) • Direction of motion (continuous or colliding)

  16. Aspect ratio

  17. Establishing shot

  18. MS medium shot, CU close up

  19. Stable Unstable

  20. Pull of frame edges

  21. Direction of gaze

  22. Direction of motion

  23. Mythologies - Barthes One thing the process of mythologizing does … is take phenomena that are cultural and historical and suggest they are natural Critique of the language of mass culture The images, events, and activities that surround us express an ideology (ies) – they are sign systems

  24. “Collective representations” – film, television shows, objects, cultural practices, and the like, are sign-systems and therefore good subjects for semiological analysis. What semiology does is allow him to make detailed analyses of the process of mystification, of myth-making, that goes on, he argues, in bourgeois (capitalist) societies. Wrestling: ancient sport or modern spectacle?

  25. Metaphors

  26. In groups of 3 Find a media object – image or short video (less than 2 min.) that reflects or defines an American myth. (what myths come to mind? Success – what defines it “typical” nuclear family constitutes happiness the frontier we are what we: eat, drink, wear, drive, smoke …) and prepare a short summary of your discussion about it – why you chose it, what makes it successful, how one or more compositional elements affect our understanding of the image(s), what the essence of the myth is …

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