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

QuizEveryday 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 colourColour 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

Colour Feeling it gives What it symbolises

blue luxury uncertainty

gold power sunlight

purple depression water

yellow coolness wealth

grey warmth royalty

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

Analysing a visual textContext: 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.