Static Image Flashcards
To learn the techniques used in static image to convey a message. (24 cards)
Static image
An image or picture that is still, e.g. photographs, posters, magazine advertisements, comic strips or cartoons.
Target audience
The specific group defined by age, gender, social status, interests etc. at whom the static image is aimed.
Message
Link to theme/function/purpose. The main idea that the static image conveys.
Dominant feature/image
The key element/image that attracts attention.
Layout
The way all the parts of the static image are set out on a page.
Shades
The differing shades/tones of dark and light to capture attention.
Contrast
Different colors, tones, shades, images deliberately used to show up the differences.
Superimposition
One image placed over/on another for effect.
High/low angle
These cinematic terms need to be revised as they apply to static images. To make the image more imposing or to diminish it.
Color and the associations therewith
E.g. red conventionally associated with danger, white with purity, black with evil, etc.
Fore/background
What is seen in the front/back of the image.
Framing
Either the use of a border or framing within the image for particular impact.
Font/typography
The size and nature of the lettering (12 point, bold, italics, Gothic etc).
Reverse text
White printing on a black background.
Symbol
An image of something small that represents something much larger, e.g. a dove traditionally symbolizes peace.
Stereotype
This can be verbal or graphic - a generalized image that is used to represent a certain group in society. E.g. The stereotype of the Kiwi male is the rugged outdoor, shootin’, huntin’, fishin’ and rugby-playin’ type.
Caricature
Taking one or two identifiable features from a person (e.g. a politician) and exaggerating them.
Logo
A design used to signify a particular business or company. E.g. the Nike tick.
Layout+
Layout includes the headline, sub-heading, illustration, body copy, signature line and standing details.
Slogan
A short memorable phrase or group of words associated with a product. E.g. “Just do it”.
Stereotype+
This can be verbal or graphic - a generalized image that is used to represent a certain group in society. E.g. The stereotype of the Kiwi male is the rugged outdoor, shootin’, huntin’, fishin’ and rugby-playin’ type.
Emotive language
Language that is designed to arouse emotions in the audience.
Positive/negative connotations
Words that carry positive/negative feelings or associations; ‘purr words’ and ‘hiss words’.
Comparatives
Adjectives can be used in positive (good), comparative (better) and Superlative form (best). Also: wise (positive), wiser (comparative), wisest (superlative).
Personal pronouns: First person (I, we) used for sincerity or inclusion. Second person: (you, yours) used for personal appeal or address.
