scholarly journals Graphic design as a means of advertising transmission ideas in polygraphy

2021 ◽  
Author(s):  
Yuliia Bogoslovska ◽  
Tetyana Malik
Keyword(s):  
Graphic Design ◽  
Visual Image ◽  
Communication Process ◽  
Visual Images ◽  
Research Information ◽  
Traditional Use ◽  
Analytical Monitoring ◽  
Theoretical Approaches ◽  
Design Function ◽  
Nonverbal Information

The purpose of the article is a substantiation of the use of visual images in the form of graphic models in printing advertising, consideration of the basic categories of graphic design in advertising, generalization of theoretical approaches to understanding the essence and content of the visual design of the advertising product. Methodology: analysis, synthesis, generalization. The research methodology consists in the application of general and special methods of cognition, in particular, the author used comparative analysis, synthesis and generalization, terminological, chronological and other research methods, among which a special place is occupied by review-analytical monitoring of publications. The scientific novelty lies in the substantiation of the introduction of the visual image of the text in the layout of the advertising project as a necessary addition to the traditional use of graphics, taking into account the peculiarities of the advertising communication process. This provided an opportunity to generalize and specify the specifics of the development of advertising ideas in printing through graphic design. Conclusions: As a result of the study it was found that the basis of graphic design in advertising is the application in practice of interdisciplinary knowledge and skills, the specifics of figurative expression in the artistic sense of the word. It was also found that the use of means of visualization of verbal and nonverbal information in the creative advertising concept is a very important component when considering the design function as a means of transmitting advertising information in printing. Derivatives that underlie the disclosure of creative advertising ideas with the help of design tools have been identified. Key words: graphic design, visual communication, modeling, advertising, printing, information, visual, images, design, idea, research, information, technique, means, transfer, design, drawing, technique, environment, synthetic, landscape, style, direction, transformation.

scholarly journals Specificity of the Nature of the Image in the Socio-Cultural Space

2020 ◽  
pp. 29-37
Author(s):  
Sofya Kurokhtina ◽  
Keyword(s):  
Visual Image ◽  
Visual Studies ◽  
Phenomenological Approach ◽  
Point Of View ◽  
Visual Images ◽  
Cultural Meanings ◽  
Cultural Space ◽  
Modern Culture ◽  
Theoretical Approaches ◽  
Production And Consumption

Among the researchers of the visual, visualization is singled out as one of the universal characteristics of modern culture. This trend is due to the growth of visual artefacts that are rapidly filling the socio-cultural space. Many factors contributed to this, and one of the main ones is the development of media communications. The discourse on visuality went beyond the boundaries of Art Studies, which entailed the study of non-artistic visuality – the everyday life of visible things. As a result of visual experience expansion, the processes of production and consumption of visual images have changed, which is reflected in social practices. Terminological difficulties encountered in the field of visual studies speak to the problems of visual studies institutionalization. Nevertheless, we can distinguish two polar theoretical approaches: according to the first approach, the image is understood as a "cultural" representation mediated by various ideological practices. This approach has been influenced by constructivism, which is reflected in the interest in analyzing the role of images in the formation of social and cultural meanings. Also, the representational theory of imagery deals with issues related to the view of the observer and its conditioning by various scopic regimes. This paradigm is considered to be subject to emancipation trends. It asserts the change of the concept of a passive spectator, captured by images, to the concept of a spectator, who actively participates in the creation of visual images. The second approach, which is considered in the article, interprets the image from the phenomenology point of view. The phenomenological approach to visual imagery focuses on the image-presentation concept, which exists autonomously from the observer, in the mode of semantic closure, which means that the visual image has its own content that is difficult for the subject to access. The presented concept excludes reading the image only as a reflection or representation of the socio-cultural field. It is concluded that the image theory is undergoing significant changes, and vision and the viewer are becoming more independent.

scholarly journals Artistic aspects of the design of information messages against Covid-19

2021 ◽  
Author(s):  
Antonina Dubrivna ◽  
Khrystyna Senchak
Keyword(s):  
Scientific Knowledge ◽  
Graphic Design ◽  
Compositional Analysis ◽  
Visual Image ◽  
Comprehensive Analysis ◽  
Visual Images ◽  
Visual Metaphors ◽  
The Social ◽  
Social Advertising ◽  
Epidemiological Situation

The purpose of the article is to identify effective artistic and figurative approaches in the system of designing information messages aimed at increasing the social responsibility of the population for the period of the epidemiological situation associated with the spread of Covid-19 infection. The methodology is based on the general principles of scientific knowledge that correspond to art discourse: system-analytical, comparative, and formal methods, as well as on artistic-compositional analysis, synthesis, and generalization. Scientific novelty. A comprehensive analysis of anti-antiquity information messages was conducted. Shaping features and the most commonly used visual images contribute to the formation of adequate behavior, activating the attention of the population to those protected from the effects of coronavirus threats. Conclusions. It is determined that the information messages of antiquity direction created by means of visual metaphors, associations, and comparisons are the most expressive and effective in the context of influence on the target audience.Key words: information messages, graphic design, visual image, social advertising, coronavirus threat.

Analysis of the Complementarity and Clarification Captions Bring to Road Carnage Print Media Images: A Case of The Herald Newspaper

2020 ◽  
Vol 16 (2) ◽  
Author(s):  
Josephat Mutangadura ◽  
J C Mann ◽  
L Odendaal
Keyword(s):  
Print Media ◽  
Visual Image ◽  
Visual Images ◽  
Media Images ◽  
Verbal Form ◽  
The Road ◽  
Communication Activity

Most visuals in media stories either complement or are complemented by captions that accompany them. This study sought to establish the complementary and clarifying effect of captions that go with road carnage images in The Herald newspaper, a local daily published in Zimbabwe. A study was carried out which involved an interview with photo-journalists from the stable and an analysis of three visual images chosen from the publication. It was established that even as a visual, image can stand alone (but not always); it can tell 95 per cent of the story but will only be complete with an accompanying caption. It was also established that captions need not tell the obvious, but provide that which the picture will be lacking to complete the road carnage story. Captions, therefore, help complete the story as regards the when, where, how, who and what of the depiction. The visual image and the caption combine to complete a communication activity as the verbal and non-verbal form of languages. The study recommends that captions should be edited not only by photo-editors and journalists, but also by practising language people.

Flat Style: Things Fall Apart and Its Illustrations

PMLA ◽  
2016 ◽  
Vol 131 (1) ◽  
pp. 20-37 ◽  
Author(s):  
Emily Hyde
Keyword(s):  
Visual Arts ◽  
Visual Image ◽  
Visual Images ◽  
Early Publication ◽  
Literary Representation ◽  
Realist Novel ◽  
Anglophone Literature ◽  
Publication History ◽  
Things Fall Apart

In the early 1960s two editions of Chinua Achebe's Things Fall Apart were published with competing sets of illustrations. The first, by Dennis Carabine, illustrates a realist novel, the second, by Uche Okeke, a modernist one. Reading Achebe's iconic novel through its early publication history and for its visual images shows how the famous ending of Things Fall Apart turns, stylistically, to the impenetrable flatness of the modernist surface. At mid-century, modernist style could be made to serve realist imperatives, and Achebe's flat style challenges colonial modes of literary representation and the myth of modernist primitivism in the visual arts. This essay stresses the importance of the visual image to mid-century anglophone literature and the importance of modernist style to the poetics of decolonization.

scholarly journals ‘Can We See It?’: Contextualizing ‘Deforestation’ from an English-Medium Science Textbook for a Primary School Level

2021 ◽  
Vol 2 (2) ◽  
pp. 86
Author(s):  
Ahmad Sugianto
Keyword(s):  
Primary School ◽  
Visual Image ◽  
School Level ◽  
Visual Images ◽  
Science Textbook ◽  
Descriptive Research ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Teachers And Students ◽  
Primary School Level

Understanding an English-medium science textbook is possibly challenging for some students. It is, for example, due to the language used. To deal with this issue, construing the use of the other mode, such as visual images, along with the verbal text is regarded useful. Thereby, the construal of multimodality in an English-medium science textbook becomes crucial. Albeit a myriad of inspections on multimodality exists, but to the best of the writer’s knowledge, such investigation with respect to an English-medium science textbook, particularly at a primary school level, was found to be limited. Therefore, this study aimed to scrutinize the verbal text and visual image presented in a science textbook used for a primary school level which is presented in English. To that end, a descriptive research design was employed. In this regard, a systemic functional multimodal discourse analysis (SF-MDA) within the trinocular metafunctions encompassing ideational, interpersonal, and textual metafunctions was utilized. The systemic functional linguistics theory, the grammar of visual design, intersemiotic complementarity, and logico-semantics were the frameworks employed to analyze the artefact, the English-medium science textbook. The findings revealed that the visual image and verbal text interact with one another within the three metafunctions. Given the interaction between the two modes, the present study suggests that both teachers and students are required to take into considerations and be aware of the potential or roles of images along with the verbal text, i.e. the images are not merely accessories, but instead, these are able to assist the comprehension of the science materials learned.

scholarly journals Graphic design and scientific research: the INGV experience

2020 ◽  
Author(s):  
Daniela Riposati ◽  
Giuliana D'Addezio ◽  
Francesca Di Laura ◽  
Valeria Misiti ◽  
Patrizia Battelli
Keyword(s):  
Graphic Design ◽  
Collaborative Work ◽  
Scientific Research ◽  
Visual Image ◽  
Research Activity ◽  
Essential Point ◽  
Design Elements ◽  
Comprehensive Plan ◽  
Research Activities ◽  
Product Package

Abstract. Part of the INGV activity is focused on the production of resources concerning Educational and Outreach projects on Geophysics and natural hazard topics. The forefront results of research activity, in fact, are periodically transferred to the public through an intense and comprehensive plan of scientific dissemination. In the past 15 years, graphic and visual communication has become an essential point of reference supporting institutional and research activities. Positive experiences are the result of a strict relationship between graphic design and scientific research, in particular the process concerning the collaborative work between designers and researchers. In projects such as the realization of museum exhibition or the production of illustrative brochures, generally designed for broad-spectrum public, the goal is to make easier the understanding and to support the scientific message, making concepts enjoyable and fruitful through the emotional involvement that visual image can arouse. The graphics and editorial products, through composition of signs and images by using different tools (colors, form, lettering) on different media (print, video, web), link to create a strong identity INGV style, in order to make them easily recognizable in Educational and Outreach projects. A project product package might include a logo or other artwork, organized text and pure design elements such as shapes and color, which unify the piece. Color is used not only to help the logo stand out from the international overview, but in our case to have a unifying outcome across all the INGV sections. A recent and stimulating experience has been the collaboration between INGV project design and its reference scientific community in order to create edu-games, products specifically designed for scientific dissemination. The edu-games have been designed to be an efficient combination of educational content and playful communicative aspects, with the aim therefore to learn while having fun.

scholarly journals A Study on Consumers’ Visual Image Evaluation of Wrist Wearables

Entropy ◽  
2021 ◽  
Vol 23 (9) ◽  
pp. 1118
Author(s):  
Liang-Ming Jia ◽  
Fang-Wu Tung
Keyword(s):  
Fuzzy Theory ◽  
Visual Image ◽  
Visual Images ◽  
Image Evaluation ◽  
Consumer Evaluations ◽  
Potential Demand ◽  
Willingness To Purchase ◽  
Moderate Complexity ◽  
Industry Professionals ◽  
Representative Samples

This study aimed to investigate consumers’ visual image evaluation of wrist wearables based on Kansei engineering. A total of 8 representative samples were screened from 99 samples using the multidimensional scaling (MDS) method. Five groups of adjectives were identified to allow participants to express their visual impressions of wrist wearable devices through a questionnaire survey and factor analysis. The evaluation of eight samples using the five groups of adjectives was analyzed utilizing the triangle fuzzy theory. The results showed a relatively different evaluation of the eight samples in the groups of “fashionable and individual” and “rational and decent”, but little distinction in the groups of “practical and durable”, “modern and smart” and “convenient and multiple”. Furthermore, wrist wearables with a shape close to a traditional watch dial (round), with a bezel and mechanical buttons (moderate complexity) and asymmetric forms received a higher evaluation. The acceptance of square- and elliptical-shaped wrist wearables was relatively low. Among the square- and rectangular-shaped wrist wearables, the greater the curvature of the chamfer, the higher the acceptance. Apparent contrast between the color of the screen and the casing had good acceptance. The influence of display size on consumer evaluations was relatively small. Similar results were obtained in the evaluation of preferences and willingness to purchase. The results of this study objectively and effectively reflect consumers’ evaluation and potential demand for the visual images of wrist wearables and provide a reference for designers and industry professionals.

scholarly journals FUNCTIONING OF ELLIPTICAL STRUCTURES IN ENGLISH SCIENTIFIC AND TECHNICAL TEXTS

2020 ◽  
Vol 11 (87) ◽  
Author(s):  
Maryna Hederym ◽  
◽  
Nataliya Hlinka ◽  
◽  
Keyword(s):  
English Language ◽  
Main Idea ◽  
Point Of View ◽  
Communication Process ◽  
Sentence Structure ◽  
Linguistic Features ◽  
Scientific Texts ◽  
Theoretical Approaches ◽  
Functional Features ◽  
Characteristic Features

The article is devoted to the study of one of the most important issues in modern linguistics – the problem of elliptical sentences, namely their definition, classification, different approaches to the study of this phenomenon and functioning in English-language scientific and technical texts. One of the tasks of scientific text is the ability to convey a large amount of new information in a sufficiently limited amount of text. It is this that leads to syntactic compression (the use of an ellipse) in such texts. Syntactic compression, as we have mentioned, is one of the characteristics of the modern scientific style. Authors of scientific texts seek to reduce the amount of text by compression, while increasing its content. Ellipse is a multidimensional phenomenon in language that allows authors to make the communication process more productive by using language savings. The ellipse has an extremely large pragmatic potential in achieving an extralinguistic effect. The use of the ellipse as a means of linguistic economy in scientific and technical texts is especially appropriate because the characteristic features of scientific and technical style are its informativeness (content), logic (strict sequence, clear connection between the main idea and details), accuracy and objectivity. It is an effective way of unloading sentence matter and exempting it from meaningfully redundant or structurally redundant components that carry repetitive information, it is based on the principle of compactification of predicative units. From a stylistic point of view, the desire to save language means leads to the emergence of new constructions that enrich the language, make speech dynamic, expressive. The article considers pragmatic and linguistic features of the ellipse, its structural and functional features. The article traces an attempt to review and structure the main theoretical approaches to the interpretation of the concept of "ellipse", the study of functions that perform elliptical structures in sentence structure and analysis of functional features of elliptical structures in English scientific and technical texts.

Efficiency recognizable visual images in promotional products

2015 ◽  
pp. 162-185
Author(s):  
Denys MANOKHA
Keyword(s):  
Empirical Study ◽  
Visual Image ◽  
Visual Images ◽  
Image Perception

The article is devoted to the empirical study of the effectiveness of the use of recognizable images taken from folklore, mythology, epics or known samples of art, an advertising product. To implement research applied traditional (classical) and innovative, author empirical techniques. Demonstrated and proven impact the effectiveness of recognizable visual image perception of the effectiveness of promotional product.

Producing a Mental Representation of a Cup of Sake

2019 ◽  
pp. 430-448
Author(s):  
Hiroki Fukushima
Keyword(s):  
Experimental Method ◽  
Mental Representation ◽  
Mental Representations ◽  
Visual Image ◽  
The Other ◽  
Experimental Methodology ◽  
Visual Images ◽  
Other Hand ◽  
Average Person ◽  
Supporting Tool

In this chapter, methodologies for producing a mental representation of a cup of sake are introduced. Mental representations of taste are often vague and fuzzy in comparison to audio or visual images. On the other hand, some individuals, such as sommeliers or tasters of sake, are able to readily formulate a representation of the taste they experience. How can the average person produce words or other types of mental representations in such a situation? In this chapter, the author presents three methodologies for eliciting mental representations of taste: a new supporting tool for verbalizing an image of taste, an experimental method for testing a verbal and visual image for taste, and an experimental methodology for producing a free drawing representation of a cup of sake.

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