unit 1 visual_communication

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COLEXIO “SAN JOSÉ DE LA GUÍA” r/ Dr. Corbal, 25.- 36207 VIGO Tlfno. 986 376 153 – FAX 986 264 959 UNIT 1: VISUAL PERCEPTION AND VISUAL COMMUNICATION. TEACHER: Sara Estarque Moreno SUBJECT: Educación Plástica e Visual LEVEL: 1º ESO email: [email protected] www.sanjosedelaguia.com

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1º ESO lesson. Subject: Arts and Crafts

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Page 1: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

UNIT 1:

VISUAL PERCEPTION AND VISUAL

COMMUNICATION.

TEACHER: Sara Estarque Moreno

SUBJECT: Educación Plástica e Visual

LEVEL: 1º ESO

email: [email protected]

www.sanjosedelaguia.com

Page 2: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

OBXECTIVOS DA UNIDADE

• Comprender o concepto de linguaxe visual e os seus elementos básicos

• Comprender e recoñecer os tipos de linguaxes visuais que hai

• Comprender e recoñecer as diferentes funcións da linguaxe visual.

• Comprender e recoñecer os principios perceptivos

• Comprender e recoñecer as diferentes finalidades das imaxes

• Elaborar unha composición tendo en conta os axentes da comunicación, a finalidade da

imaxe, as emocións e sentimentos que se queren amosar, os fins da mensaxe e o seu

obxectivo último, sabendo aplicar nas súas composicións os principios perceptivos e máis

os efectos visuais

COMPETENCIAS DA UNIDADE

• COMPETENCIA CULTURAL E ARTÍSTICA.

◦ Identificar e coñecer o emprego dos conceptos sobre a comunicación visual en

composicións artísticas, así como saber empregalos en producións propias.

◦ Comprender os valores estéticos das manifestacións artísticas doutras épocas e

culturas.

• AUTONOMÍA E INICIATIVA PERSOAL.

◦ Tomar decisións de xeito autónomo e avaliar os resultados antes e despois da toma

de decisións tanto durante o proceso creativo tanto persoal en grupo.

◦ Establecer estratexias de planificación, previsión de recursos, de anticipación e de

avaliación do resultados

• COMPETENCIA SOCIAL E CIDADÁ.

◦ Traballar en equipo con actitudes de respecto, tolerancia e cooperación, valéndose

das habilidades sociais.

◦ Respectar os turnos de palabra, valorar a opinión do outro, escoitar activamente aos

compañeiros.

• COMPETENCIA EN APRENDER A APRENDER.

◦ reflexionar sobre os propios procesos de creación.

email: [email protected]

www.sanjosedelaguia.com

Page 3: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

• TRATAMENTO DA INFORMACIÓN DIXITAL.

◦ Facer uso dos recursos tecnolóxicos para a procura de información sabendo

discriminar, organizar e sintetizar a información relevante.

◦ Empregar as tecnoloxías como medio de comunicación que facilite e proceso de

ensinanza-aprendizaxe.

• COMPETENCIA MATEMÁTICA.

◦ Desenvolver o gusto pola certeza e a súa busca a través do razoamento mediante a

utilización de elementos e soportes matemáticos: resolución de problemas.

• COMPETENCIA NO COÑECEMENTO E INTERACCIÓN CO MEDIO FÍSICO.

◦ Observar, experimentar e descubrir o emprego dos conceptos relacionados coa

comunicación visual na arte e nas creacións propias.

◦ Facer un bo uso dos materiais de traballo, reciclando sempre que sexa posible e

mantendo o entorno limpo e ordenado.

• COMPETENCIA NA COMUNICACIÓN LINGÜÍSTICA.

◦ Expresarse correctamente incorporando o vocabulario específico sobre a

comunicación visual, explicando as investigacións e traballos feitos aos compañeiros.

◦ Comunicar sentimentos, ideas ou emocións empregando a comunicación visual.

SECUENCIACIÓN DO TRABALLO NA UNIDADE

• Do 24 de setembro ao 9 de outubro: Conceptos e trazados relacionados con cada

concepto.

• O 9 de outubro: exame.

• O 22 de outubro: recuperación se fose preciso.

• Do 15 de outubro ao 30 de outubro: proxecto en grupo cooperativo.

CRITERIOS DE AVALIACIÓN DA UNIDADE

• Recoñecer a función do emisor, a mensaxe, o receptor e o medio.

• Identificar os principios perceptivos en diferentes imaxes

• Enunciar as funcións e finalidades da imaxe.

email: [email protected]

www.sanjosedelaguia.com

Page 4: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

• Realizar creacións plásticas en que se demostre o coñecemento de efectos visuais e

principios perceptivos.

• Lograr transmitir en imaxes: ideas, sensacións ou emocións a través de imaxes e

expresións audiovisuais.

• Elaboración dunha creación plástica persoal e outra en grupo axustándose aos requisitos

plantexados nas rúbricas.

email: [email protected]

www.sanjosedelaguia.com

Page 5: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

Different cultures create different kinds of visual messages:

Pre-Columbian scripture from de

Mayan culture.

Combination of phonetic

symbols and logograms.

Logographic system form with

thousands of glyphs.

email: [email protected]

www.sanjosedelaguia.com

Page from the Paris Codex, 200-300 B.C.

Page 6: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

VISUAL COMMUNICATION

Visual communication is the process of

transmiting information or expressing something

through images. There are many diferent types of

visual communication and resources, depending

on the visual language used and the message the

sender wants to communicate to the receiver.

Visual communication elements

The communication elements are the diferent agents that take part in the process:

1. Sender: is the person or the company

that create the message

2. Receiver: is the person or the people for

whom the message have been created for.

3. Types: is the way the sender uses to send

the message, could be photo, pictures,

maps, drawings, poster board, videos,

projections.

4. Message: is what the sender wants to say to the receiver. The message is form by to

elements itself, the purpose and the visual contents:

a) Purpose: is the main intention that the message has, what the sender wants from

the receiver.

b) Visual content: is how the image was created: colours, shapes, dimensions,

textures.

Visual Language

Visual languages are communication systems

that use visual elements to express their messages.

email: [email protected]

www.sanjosedelaguia.com

"Campaña para a conservación dos elefantes", WWF, 2000.

"World without Engineers"

Cómic 1.

Page 7: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

They use cultural standards and follow a set of rules that make their meaning clear. A visual

language can be objective or subjective depending on whether it signs the information in a

way that can have only one or more than one interpretation. Advertising shows images that can

immediately be understood by viewers in order to convince them to buy something. This is an

example of objective visual language. However, in art, visual language is mostly subjective

because it is strongly influences by the artist's view point. Artists wants to make the viewers

stop and think and take time to appreciate and evaluate aesthetic images.

Visual Metaphors

A visual metaphor is an image used in the place of or in conjunction with another to

suggest an analogy between the images or make a statement with them. Modern advertising, as

modern art, relies heavily on visual metaphors.

VISUAL PERCEPTION

Visual perception is the ability to interpret the surrounding environment by processing

information that is contained in visible light. The resulting perception is also known as eyesight,

sight, or vision. Our vision is always filter by our personal experiences and knowledge

background.

The Gestalt Laws of Organization explained how people perceive visual components as

organized paterns or wholes, instead of many diferent parts. According to this theory, some of

the main factors that determine how the visual system automatically groups elements into

paterns: Shape and background, Proximity, Similarity, Closure, Symmetry, Common Fate (i.e.

common motion), and Continuity, which are known also as visual efects.

email: [email protected]

www.sanjosedelaguia.com

Chema Madoz.

Page 8: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

Visual effects

1. Shape and background

2. Proximity.

3. Similarity.

4. Continuity

5. Symmetry

6. Common Fate.

7. Closure

8. Pregnanz

email: [email protected]

www.sanjosedelaguia.com

Similarity

Continuity: Fray Angelico, 1430. Common fate

Proximity

Symmetry

Closure, "Bond of Union", M. C. Escher,

1956.

Prenanz.

Shape and background.

Page 9: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

The communicative purpose of images.

Images usually have a communicative aim. Although most images usually have more

than one purpose, there is normally a main communicative aim.

1. Informative images:

a) Identifying images symbolise the philosophy of a

company or individual. Their aim is to be

recognised and stand out from

others.

b) Indicative images use signs or symbols to show or point out

something. They cross language barriers.

c) Descriptive images explain

things such as places, events

or objects in a simplified but objective way.

d) News images usually

accompany informative

text.

2. Persuasive images: are created to

convince the receiver to do what the message advertises.

3. Recreational images: aim to entertain.

4. Aesthetic images: aim to arouse

admiration, express feelings and represent a

particular idea of beauty,

email: [email protected]

www.sanjosedelaguia.com

Persuasive image: "Dirty water",

Serviplan Advertising Agency,

2007

Finalidade 3

Identifying image

Indicative image.

Descriptive image.

News image.

Aesthetic image.

Page 10: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

CRÉDITOS DAS IMAXES

• “Page from the Paris Codex”

htp://en.wikipedia.org/wiki/Maya_civilization

• "Campaña para a conservación dos elefantes", WWF, 2000,

htp://theinspirationroom.com/daily/2009/wwf-species-conservation-in-india/

• "World without Engineers",

htp://www.eloscense.com/?p=200

• Cómic 1,

htp://gtartisticoliterario.blogspot.com.es/2012/02/metafora-visual-en-el-comic.html

• Chema Madoz,

htp://www.chemamadoz.com/c.html

• Shape and background,

htp://www.artesianadvertising.com/ArtesianA&D_website/article_archive_2011.html

• Proximity,

htp://myfrenzyheart.blogspot.com.es/2010/09/week-5-gestalt-efects-and-schema.html

• Similarity,

htp://www.taringa.net/posts/imagenes/7675074/Efectos-visuales-opticos-muy-buenos.html

• Continuity, Fray Angelico, 1430,

htp://cultura.elpais.com/cultura/2006/11/15/actualidad/1163545201_850215.html

• Symmetry,

htp://myfrenzyheart.blogspot.com.es/2010/09/week-5-gestalt-efects-and-schema.html

• "Bond of Union", M. C. Escher, 1956

htp://www.comicscube.com/2013/05/escher-in-comics-x-forcex-statix.html

• Common fate,

htp://myfrenzyheart.blogspot.com.es/2010/09/week-5-gestalt-efects-and-schema.html

• Identifying image,

htp://www.choosa.net/es/community/article/Logos_de_Superheroes

• Persuasive image: "Dirty water", Serviplan Advertising Agency, 2007,

email: [email protected]

www.sanjosedelaguia.com

Page 11: Unit 1 visual_communication

COLEXIO “SAN JOSÉ DE LA GUÍA”

r/ Dr. Corbal, 25.- 36207 VIGO

Tlfno. 986 376 153 – FAX 986 264 959

htp://www.actividades-mcp.es/gestionresiduos/2011/01/los-10-mejores-anuncios-en-defensa-

del-medio-ambiente/

• Recreational image

htp://eligetupropiaaventurasentimental.wordpress.com/2012/11/21/darth-vader-o-christian-

grey/

email: [email protected]

www.sanjosedelaguia.com