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L’image publicitaire 2 Ce que l'on doit comprendre se limite-il à ce que l'on voit?

I.L.C.S. L’image publicitaire 2 Ce que l'on doit comprendre se limite-il à ce que l'on voit?. Ali BENHAMMOU FEVRIER 2012. Image and text in TV.

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L’image publicitaire 2 Ce que l'on doit comprendre se limite-il à ce que l'on voit?

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  1. I.L.C.S L’image publicitaire 2Ce que l'on doit comprendre se limite-il à ce que l'on voit? Ali BENHAMMOU FEVRIER 2012

  2. Image and text in TV Text and image are iconographic and informative intentions of advertisers« the differencebetweenstability and movement in TV isthatwhen the message isstill (the case of print ad) itprovokes an active scrutation of the spectator, but the mobile message subscribes the spectator in the space and time », Gervereau (L.), Voir, comprendre, analyser les images, Paris, La découverte, 1997 the message needs an effort for readers to decode the fixedicones appealingall the senses the message needsa realistic position thatleads us immedialty to believe in the representationoffered to us In general, everyoneis sure thatwhatisseenin TV iswhatshouldbeseen.. This is a first advantage for spot TV advertisers

  3. TV messages • A flow of images (sequences): as if reading a book (introduction – body copy – conclusion) • In thiscontext, the image and text in TV are the whole message, an abrupt synchronic (linked to eachother) message, wherase all otherforms of communication are diachronic (separated) Synchronic: textcompletesimage, soundcompletesimage and image a reflection of the text and sound

  4. Image and text in TV Four aspects in TV message: 1. « Natural »: explanation insiste on evidence 2. «Practical spirit »: immediateefficiency of the idea and the opportunity to verifyits pertinence 3. «Simplicity »: description and explanation of facts 4. «Accessibility »: everyonecanunderstand the world of TV, a minimum of comprehensionislargelysufficient

  5. TV spot • Two parts : video first and audio second • TV deals with : image (sight), sound (ear) and motion (feeling) • Visual techniques in advertising: • Testimonials: using celebrities • Spokesperson: using a presenter in front of the camera • Demonstration: showing how a product works • Close-ups: showing the product in action • Story-line: using a miniature movie • Comparisons: withcustomer view, humor…

  6. Elements of TV production The succession of TV images uses the techniques : • Cut : one scene cuts into the next • Dissolve : one scene fades out while another fades in • Fade in : from the scene to total black (# fade out) • Matter : part of a scene is placed over another gradually • Wipe : the new scene wipes off the previous one from to bottom

  7. Elements of TV spot The script : a detailed description of the spot content

  8. Methode of analysis • Spot sequence • Duration of spot • Number of sequences / duration of each • How transitions betweensequences are operated (cut…) • Technique used in transition (slow, accelerated...) • Elementsof enonciation • Enonciative direct or indirect - constant or variable? • How the spot discourseispositioned (authentic, fictional, promotional, esthetic)?

  9. Methode of analysis • Narration elements A quick description of the process of narration : • Subject: caracteristics of main actor • Object: productappearancesthroughitsname and image (when? How many times?) • Anti-hero: elementsagainst the performance of the hero • Adjuvants: elementseasing the performance of the suject • Initial state: situation of begining in which the sujet is. • Final state: final situation – productpurchase

  10. Methode of analysis • Spot caracteristics • Whatstrategy of manipulation isused in the spot (argumentation, narration) • Throughwhichmethod (seduction, information..) • Spot syncretic (mixture) reading • Voices adaptation with music and othervisualelements • When the soundelements are put • Whospeakswithwhom about what • Are thereanyparticularsounds

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