Philippine Art History PDF

LESSON 1: HISTORY OF PHILIPPINE ART 3. Lingling O. - Cordillera groups (Ifugao, Bontoc, I. Pre-colonial Kalinga, and Gadang) wear Lingling Before we...

LESSON 1: HISTORY OF PHILIPPINE ART 3. Lingling O. - Cordillera groups (Ifugao, Bontoc, I. Pre-colonial Kalinga, and Gadang) wear Lingling Before we called it “art”, early Philippine O as an earring or a necklace natives already had artistic expressions pendant. integrated with everyday life, such as rituals - It is an ancient Philippine symbol for and community practices, planting and fertility and virility. “Linglingo” means harvesting, hunting, a rite of passage, and lingo that serves as the act of ceremonies like weddings and funerals. creation,” lingo that causes the The creation of indigenous art, like pottery, thought of manifestation,” weaving, carving, metalwork, and jewelry, terminology that conjures the power goes beyond its craftsmanship and to bring forth.” embodies decorative elements, cultural - Lingling O is characterized by its meanings, and contexts. circular shape with a cut on the bottom that resembles an almost Noble Pre-Colonial Artifacts closed letter “C.” Lingling O is made 1. Angono Petroglyphs from gold, jade, clay, stone, brass, or - There Are 127 figural carvings copper. engraved on a cave wall in 4. Baybayin Binangonan, Rizal. - Is the ancient writing system and - A series of excavations revealed that script of the Philippines. the drawings were etched in 3000 - The term “baybayin” comes from the BC, during the Neolithic period, and Tagalog root word “baybay,” which are believed to be the oldest known means “to spell”. artwork in the Philippines. - Baybayin. script was widely - The National Artist for Visual Arts practiced by the Tagalogs, Bisayas, (Painting) and Angono pride, Carlos Ilokanos, Pangasinenses, Bikolanos, “Botong” Francisco, discovered the and Pampangenos, bolsters the rock carvings in 1965. Spaniards' observations that Filipino - The Philippine government declared natives are literate. it a National Cultural Treasure - The script was used not only to through Presidential Decree No. 260 record but also to write poetry, to 1973. chants, and letters. 2. Manunggul Jar - The longest and most complete - Is a burial jar used 2,700 years ago handwritten Baybayin documents to protect the remains of the dead. are in the Miguel de Benavides. - It is valued as the most ancient Library of the University of Santo pottery in the Philippines, with its Tomas (UST). sculpted lid and red curvilinear design on the upper section of its Islamic Art (13th Century to Present) body. - Before the arrival of the Spaniards, Islam - Its sculpted lid features a pair of was already established in the Philippines, small three-dimensional figures on a particularly in Mindanao. boat, symbolizing the rowing of souls - Maranaos, Maguindanaos, Yakans, Samals, to the afterlife. and Badjaos, among others, have been practicing Islam as their religion and way of life for centuries.  - Islamic art conveys the spiritual, cultural, San Agustin Church built in 1607 in and intellectual heritage of Islam. Islamic art Intramuros, Manila Islamic art is characterized by its emphasis Our Lady of Assumption Church was built in on non-figurative decorations, harmonious 1765 in Sta. Maria, Ilocos Sur design, and the use of art to express beauty Santo Tomas de Villanueva Church built in and divine order. 1755 in Miag-ao, Iloilo - Its most notable design motif, Okir (okir or Notable art practices during the Spanish period ukkil), is a Maranao and Tausug design include: motif. Retablo - It features intricate geometric and organic - Is a votive offering in a religious patterns characterized by curvilinear and picture typically portraying Christian flowing forms. saints, painted on a panel, and hung Other Influences (Trades) in church or chapel, especially in - The Philippines had active trade relations Spain and Mexico. with neighboring countries during the - Retablos are the grandest Pre-colonial period. achievement of carved ornaments to - These contacts significantly influenced early embellish Churches and are the Filipino culture. For instance, the Baybayin focal point inside churches. script shows similarities to the Kawi script of - An example of a Retablo is the Java Indonesia (Morrow, 2010). Nuestra Senora de Candelaria - The discovery of the Golden Tara of Church in Silang Cavite, completed Agusan, a gold sculpture of a female in a circa 1761. meditative pose, suggests possible Indian- - It is made of wood, gesso, and paint. Buddhist influences in the Philippines. Ivory Sculptures of Religious Icons - Trade with China, which began in the 10th - Spanish friars commissioned century,introduced Chinese goods like Chinese artisans to create Ivory pottery, porcelain, coins, bronze items, and sculptures of religious icons and paper (Fox, 1967). saints. - The presence of Chinese elements in - Most ivory sculptures have Chinese Philippine culture, architecture (Binondo, facial features, especially the form of Manila), cuisine, and festivities is a their eyes. testament to the long-lasting relationship - An example is a version of the between the two countries. Immaculate Conception adorned with a gold halo of twelve stars and II. Spanish Colonial Period (1521-1898) a closed gold crown with rays When the Spanish came to the Philippines, emanating from the side. they brought Christianity and European art. - The largest and finest ivory crucifix Churches became significant places, built to sculpture can be found in the UST be big in scale and have impressive visual Museum. appeal. Letras Y Figuras Baroque style, characterized by its - Is an art style that fuses letters (often the grandeur, drama, and highly decorative patron's full name) with pictures of everyday style, was predominantly employed in life. Church architecture. - This painting style became more popular Unesco Heritage Site Baroque Style Churches when the Spanish ordered native Filipinos in the Philippines to use Spanish names implemented in 1884.  - One of the best examples of a Letras Y mourning in the background in a Figuras painting is Balvino Mauricio (1864), Roman Colosseum. done by Jose Honorato Lozano. - Jose Rizal critiqued the same Influential Artists of the Spanish Colonial Period: painting as a reference to Spain's 1. Damian Gabor Domingo (b. Feb 12, 1796 abuse of the Philippines. - d. July 26, 1834) 3. Felix Padilla Resurrection Hidalgo (b. Feb - Is a Chinese-Filipino painter born in 21, 1855 - d. Mar 13. 1913) Tondo, Manila. - Is a Filipino painter born in Binondo, - He is known as the Father of Manila. Felix Hidalgo initially studied Philippine Painting. law at the University of Santo Tomas - He is the first Filipino painter but never finished it. specializing in secular - Later, he enrolled in the Academia (non-religious) paintings. de Dibujo y Pintura to pursue an art - He had a photographic memory and career. In 1884, he was awarded the is well-known- as the creator of silver medal for his painting Las miniature portraits of Manila society Virgenes Cristianas Expuestas al figures. Populacho (Christian Virgins - He established an art academy in Exposed in the Populace) (1884) his residence in Tondo in 1821, at the Madrid Art Exposition. which later became the Academia - In the exact exposition, Juan Luna’s de Dibujo y Pintura (Academy of Spoliarium won the gold medal. Drawing and Painting) in 1823. - Las Virgenes Cristianas Expuestas - Famous students of this academy al Populacho depicts a group of are Juan Luna and Felix Hidalgo. males mocking a group of women - Damian Domingo is also the most who are being sold as enslaved renowned painter to do Tipos del people in the marketplace. Pais (Types of Country), a series of III. American Colonial Period (1898-1946) small watercolor illustrations The Philippine independence in 1989 from showing Filipinos in different the Spanish was cut short due to the traditional clothing. establishment of the American colonial 2. Juan Novicio Luna (b. Oct 24, 1857 - d. government, and the American Colonial Dec 7, 1899) Period marked the advent of modernism - Is a native of Ilocos Norte, perhaps and the establishment of art schools in the one of the most recognized and Philippines. successful painters during this Notable art forms and styles during the American period. Colonial period - In 1883, he started painting his 1. Classical Realism famous Spoliarium (1884), which - Classical realism is an art style that won him a gold medal at the Madrid focuses on realistic depictions of Art Exposition 1884. “Spoliarium” is everyday life and landscapes, a Latin word that refers to the emphasizing light, color, and details basement of the Roman Colosseum, to capture the beauty and essence where fallen and dying gladiators of Filipino culture and scenery. were dumped. - Artists like Fabian de la Rosa and - Juan Luna’s Spoliarium is a colossal National Artist in Visual Arts painting that depicts a scene of dead (Painting) Fernando Amorsolo used gladiators while their relatives are  this style to showcase the beauty of - Lipang Kalabaw (from 1907-1907, the Philippines. 1922-1924, and 1947-1948) is a 2. Neoclassicism satirical-political entertainment - Neoclassicism in the arts is a style weekly Tagalog magazine. that is based on ancient Greek and - Lope K. Santos was the owner and Roman styles that invoke harmony, editor of Lipang Kalabaw from balance, beauty, and idealism. 1907-1909 and tackled the relevant - Neoclassicism in Architecture issues of politics, society, andculture exemplifies the grandeur of scale of the day. and simplicity of geometric forms, 6. Komiks (Comics) incorporating the classical elements - Philippine Komiks formally began of Greek and Roman visual forms. with Antonio “Tony” Velasquez - Many government buildings in creating the first serialized cartoon Manila, like the Post Office, Normal strip, Mga Kabalbalan ni Kenkoy School, and the University of the (Kenkoy’s Antics), in 1929 in Philippines, embody this Liwayway magazines. architectural style. 7. Modern Art - In painting, it depicts classical - Modern art in the Philippines is a themes and subject matter. reaction to the canons or the - National Artist in Visual Arts traditional academic style of art, (Sculpture) Guillermo Tolentino is which is classical realism. famous for this style. - The use of distortion of human 3. Bodabil (Vaudeville) figures, multifocal composition, and - Is a stage show that features diverse unrealistic lighting characterizes acts like music, comedy, and dance, modern art. entertaining audiences in theaters. Influential Artist during the American Colonial - Famous performers like Canuto Period “Canuplin” Francia (Charlie Chaplin 1. Classical Realism Artists of the Philippines), Rudolfo “Dolphy” a. Fabian de la Rosa Quizon, National Artist in Theater - He is one of the first faculty and Music, and Honorata “Atang” de members of the University of the la Rama were part of Bodabil. Philippines (UP) School of Fine Arts. 4. Sarswela (Zarzuela) - He is known for his Classical - Is a Spanish or Spanish-derived Realism style in painting, as seen in musical theatre in which dramatic his works like Planting Rice (1904), action is carried through an which won him the gold medal at the alternating combination of song and International Exposition of Saint speech. Louis in Missouri. - A famous example of sarswela is b. Fernando Amorsolo Dalagang Bukid, later adapted into a - As an artist, Amorsolo popularized film of the same title directed by the classical realism style and the Jose Nepumuceno, the Father of image of the beautiful and modest Philippine Movies, in 1919. “dalagang Filipina” (Filipino maiden) 5. Editorial Cartoons in domestic roles. - Editorial cartoons started appearing - In 1972, he was posthumously in newspapers and magazines in the received the first National Artist in late 1800s. Visual Arts (Painting). c. Guillermo Tolentino blending Christian themes with - Is the Father of Philippine sculpture references to Filipino indigeneity and born in Malolos, Bulacan. subjects. - He championed classical academic c. Carlos “Botong” V. Francisco tradition and is famous for his - Is the Father of Philippine Murals neoclassic sculpture style, as born in Angono, Rizal, the Arts evident in his famous works, Capital of the Philippines. Bonifacio Monument (unveiled in - He is known for his mural paintings 1933) and Oblation (unveiled in for many decades and is best known 1935). for his historical pieces. - He received the National Artist in - He painted the mural Filipino Visual Arts (Sculpture) title in 1973. Struggles Throughout History 2. Modern Artist (Triumvirate) (1964), found at the National a. Victorio Edades Museum of Fine Arts. - is a Filipino painter dubbed the - Together with Victorio Edades and Father of Philippine Modernism. Galo Ocampo, they formed the - As a painter, he deviates from the Triumvirate of Modern Art in the classical academic style. Philippines. - His paintings The Sketch and The - He was posthumously conferred the Builders in 1928 have distorted National Artist in Visual Arts human figures in rough, bold, (Painting) title in 1973. impasto strokes and standing tall - Drawing inspiration from the lifeways and singular. of the folks, he developed one of the - His works have dark hues, which are most pertinent directions in the opposite of the cheerful hues of Philippine modernism. Fernando Amorsolo. - His particular insight was to create a - He taught at the University of Santo synthesis of modernism of Philippine Tomas and was eventually named indigenous aesthetics. dean of the College of Architecture IV. Japanese Occupation (1941-1945) and Fine Arts (now the College of Slowed down the pace of art. During this FineArts and Design). period, Philippine art was marked by - He was named National Artist in censorship and propaganda, emphasizing Visuals Arts (Painting) in 1976. traditional Asian aesthetics, patriotic b. Galo Ocampo. themes, and the struggles of Filipino life - Was a Filipino painter known for under Japanese occupation. rejecting academic classical Writers and artists set themselves the task traditions and embracing Western of defining and sharpening the contours of modernism. Philippine culture and art. - He graduated from UP School of The Japanese forces led the formation of Fine Arts and later taught at UST the Greater East Asia Co-Prosperity CAFA (now CFAD) in 1971. Sphere, a propaganda movement that - He also led the Fine Arts sought to create a Pan-Asian identity that Department at Far Eastern rejected Western traditions. University. Propaganda slogans like “Asia for Asians” - His painting style showcases the made their way to the public through influence of Cubism, Surrealism, and posters, comics, and other Expressionism on his works, often Japanese-sponsored publications.  The Fighting Filipinos (1943) is a poster IV. 1970s to Contemporary printed to commemorate the first year of the Philippine art is dynamic, diverse, politically fall of Bataan. engaged blending tradition and modernity, Fernando Amorsolo painted Bombing of embracing multimedia and technology, Intendencia (1942), a memory of the first globalization, and social issues buildings bombed by the Japanese in 1941. Philippine contemporary art movements V. Postwar Republic (1946-1969) encompasses a range of styles and After the war, artists and writers reflected on approaches reflecting the country;s dynamic national identity as Filipinos rose from the cultural, social, and political landscape. ashes of war. Neo-realism This period is characterized by a - An artistic movement that emerged in the combination of rebuilding and reasserting 1950s and 1960s after World War II national identity, which influenced various - characterized by a focus on social issues, forms of artistic expression. everyday life, and the human condition Philippine Art Gallery (PAG) ○ Mother and Child (195) - In 1951, opened by Lydia ○ Ritual(1951) Villanueva-Arguilla on Azcarraga Abstract Street (now C.M. Recto Avenue), - art that does not attempt to represent an Manila accurate depiction of a visual reality but - One of the first galleries in the instead uses shaped, colors, forms and country that was dedicated to gestural marks to achieve its effect displaying, collecting, and promoting Social Realism Filipino modern art. - These involved themes relating to - Establishing PAG is the most commentaries on socio-political issues in significant facet of developing the country. modern art in the Philippines. The Thirteen Moderns. LESSON 2A: ART FORMS AND Is a group of 13 artists that revolutionized CHARACTERISTICS OF CONTEMPORARY ART Philippine art by breaking away from the classical academic style. Art Forms Established in the late 1930s Visual Art - arts that are primarily Introduced modernist techniques and experienced through sight themes, emphasizing the innovation and Performing Art - arts that come alive with individuality in their works performance 1. Arsenio Capili Literary Art - arts that use written words as 2. Anita Magsaysay- Ho medium 3. Bonifacio Cristobal Applied Art - arts that combine artistic 4. Carlos Francisco principles with functionally 5. Cesar Legaspi 6. Demetrio Diego Visual Art 7. Diosdado Lorenzo Painting is applying pigments on a flat 8. Galo Ocampo surface to create image using different 9. Hernando Ocampo techniques, but primarily using a brush 10. Jose Pardo Sculptures are three-dimensional works 11. Ricarte Puruganan usually done by carving, molding, or 12. Vicente Manansala assembling. It can be a relief or 13. Victorio Edades free-standing  Film is a storytelling medium that weaves a - Assemblage is an artwork that is produced narrative through moving pictures, sound, by putting together everyday objects into and editing one composition Performing Music Performance Art Music is the art of creating and arranging - Performance Art is a live, ephemeral art sounds and silences in given time to make form where the artist’s body actions, and an aesthetic experience. interactions with the audience become the Dance uses one’s body to form shapes, art itself express emotions, and tell stories through Characteristics of Contemporary Art movements Site-Specific Theatre is the art of telling stories through - Site-specific artwork has direct relationship live performance, with actors, dialogue,, to a specific location where it is seen or sets, props, and lights and sounds appreciated Literary Art Collaborative Novels are long fictional narratives that tell - It involves two or more artists. It is not complex stories through character limited to fellow artists but can include the development and plot whole community of a specific area Short Stories are shorter works of fiction Process-Based with concise character development and - It is simply defined as artworks that focuses plot on the actual process and experience of Poetry is the art of expressing feelings and creation itself rather than the final product or ideas through symbolism, distinctive style, outcome and rhythm Interactive Applied Art - It is any type of art that involves the viewer Architecture is the art and science of in the creative process. Interactive art designing building structures that are both attempts to challenge the traditional aesthetically pleasing and functional boundary between artist and “audience”. Fashion is the art of designing clothing and Integrative accessories expressing individual and - Integrative art or integrated arts is the term cultural style, identity, and social trends. used to describe interdisciplinary art, art study, development, production, display, or Emergent Forms creative creation of work that combines two Conceptual Art or more disciplines of art to produce a work - Idea over form. Conceptual art emphasizes for a specific audience. the idea and process more than the final output of the artwork. Conceptual artists use LESSON 2B: CLASSIFICATION OF ART IN THE their artwork to question the notion of art. PHILIPPINES Installation Art Philippine art manifests the following Filipino - It is an art practice incorporating an core values: ensemble of objects and mediums in space. Maka-Diyos, Makatao, Makakalikasan, at Both objects and spare are the central Makabansa components of installation art. Mixed-Media - Mixed media in visual art refers to artworks that combine different media or materials.  They may: WESTERN PHILIPPINES be long, short, or anything in between - Individualistic - communal be thick, thin - logical and - intuitive and be smooth or rough analytic holistic be continuous, implied, dotted, dashed - self-assessing - interdependent change direction and private and relational change in degree of curve - highly - part of everyday specialistic life be any of the above commbined Fine Art is creative art, especially visual art, whose products are to be appreciated primarily or solely for imaginative, aethetic or intellectual content. Folk Art can be defined as a classic decorative, musical, or practical art of different cultures or regions. It is usually unique to the people of a specific location and used as an expression of society Commercial Art may be defined as any Shapes - Geometric reproduction that is marketed, promoted, or - When a line intersects itself or another line, sold and incorporates a financial it creates a shape transaction. - It is an external boundary, outline, or external surface, as opposed to other properties such as color, texture, or material Form (3D) - Organic - Form as an element of art is three-dimensional but never two- dimensional - Like a shape, a form has height, length, and width, but it also has depth and volume. Space - Positive (occupied) - filled space, the object/s in the design LESSON 3A : ELEMENTS OF ART - Negative (empty) - is the empty space, or the open space between the objects, such Element of Art: Tools to create art as background Building Blocks used to create art which are Texture used to convey meaning, express ideas & - Refers to how objects and surfaces feel and feelings. is most associated with the sense of touch Line or tactility - An element of art defined by a point moving in space; intersection of 2 dots - It can move towards different directions and adjusts to a point of reference through various positions and actions LESSON 3B : ELEMENTS OF ART: VALUE AND - Cool colors: blue-green-purple COLOR spectrum; “Cool water” and “calming energy” Value Color Harmonies - Value deals with the lightness or darkness The color wheel is developed by Sir Isaac of an art-piece: drawings, colors, Newton to visualize the color relationship photographs, and other media. within the spectrum - Value is used to create a focal point within a ”Color theory is, at its core, about painting or drawing developing aesthetically pleasing color - The human eye is immediately drawn to a relationships” (Morioka, 2007) light element against a dark element or Color theory is a guide to designers to make vice-versa effective usage of colors. - Areas of light and dark give a three The color wheel illustrated with geometric dimensional illusion of form to the subject shapes at the center matter Color Schemes - To create illusion of depth, gradations of Triadic value are also used - Three colors that form an equilateral Color triangle in the color wheel. - Colors are associated with our experiences Complimentary of cold and warmth and exist between the - Two opposite colors of the color quality of light and dark in our tropical wheel environment. Split Complementary - Too much light covers the color, and too - Is composed of two colors besides much darkness hides the color. the complimenting opposite color of Color Hue: the color wheel. - The primary and most basic attribute Tetradic of a color that makes it distinct from - Four colors arranged from two another color. complementary pairs which form a Saturation: rectangle of the color wheel. - Refers to the intensity of color in an Square Color Scheme image. - Like the rectangle, but with all four - Desaturation: Absence of hue colors spaced evenly around the Value color circle. - The lightness and the darkness of a - Square color schemes work best if color you let one color be dominant. Basic Color Categories - Must use: 1 primary color, 1 - Primary colors: Red, Blue, Yellow secondary color, 2 tertiary color - Secondary colors: mixtures of Analogous primary colors. - Use colors that are next to each - Tertiary colors: also “intermediate,” other on the color wheel. mixtures of primary and secondary - Analogous schemes are composed colors. of 3 to 5 colors beside each other in - the color wheel. Color Temperatures Monochromatic - Warm colors: yellow-red spectrum; - 2-5 shades of a single color in a “heat” and “active energy” color wheel  Achromatic >> Asymmetrical Balance - Meaning “without color,” an achromatic scheme consists of black and white, and the vast range of grays that can be mixed from them. Neutral Colors - Known as “informal balance” - Hues that appear to be without color - Retaining balance even if the and that don’t typically appear on the weights vary. color wheel. >> Radial Balance - They do not compete with primary - “Radiating” outwards; and secondary colors and instead - Art elements are placed around the complement them. central point. Emphasis LESSON 3C: PRINCIPLES OF ART - Elements are applied to draw the viewers’ The principles of art are techniques of the attention to a “focal point.” elements of art to create art pieces, - In Philippine modern art, there are artworks composition, arrangement, choreography, with no single focal point but still have an story, and many other works of art and emphasis. design. Contrast Composition - Focuses on differences between or among The arrangement and structural elements of opposing elements. a work of art. - Common examples of contrast are value The way these principles are applied affects and color contrast. the expressive content or the message of - “Chiaroscuro” is the Italian word for the artwork. “light-dark.” Strong contrasting light and Sometimes, creative artists purposely break shadow. the rules. Unity Principle of Art - State of wholeness; Totality of related parts; Balance complete unified whole. - This is commonly described as the visual Harmony weight of an artwork. - Elements in art working together; effective - The concept of visual equilibrium relates to relation to one another; combining similar, our physical sense of balance. related elements. - It is a compromise of opposing forces in one - Harmony can be achieved through composition that results in visual stability. RHYTHM and REPETITION and PATTERN. >> Symmetrical Balance >> Repetition – repeated use of an element; makes visual echo and accent. >> Pattern – combination of repeated elements. >> Rhythm – continuity, recurrence, and sequence in time and space. - Also known as “formal balance” in art - Equal balance between both halves of the composition, mirroring of halves ** UNITY is (somehow) equivalent to HARMONY, - The international standard pitch for western but there’s a slight difference. instruments is based on the pitch A4 (or - UNITY – different elements synched simply A or La) tuned to 440 Hz with one another. Tonality - HARMONY – same elements - It refers to the musical key, scale, or (usually on repeat) synched with one selected pitches in a piece of music another. - Ex. A major, E minor, C# minor, etc. Movement - It is indicated by the Key signature found in - The viewers’ eyes are “guided” through the a music notation artwork or towards the focal point; Melody - Visual representation of movement. - It refers to the arrangement or sequence of single notes from left to right. LESSON 4 : ELEMENTS OF MUSIC - It may also be referred as tune or line in Music is the art of organizing sounds and some context silence in time to express ideas and Harmony emotions. - It is the arrangement of pitches that sound The rem Music came from the Greek word simultaneously together “mousike” which means “Art of the Muses” - They are usually read from bottom to top on Elements of Music the musical staff Timbre - It can serve as an accompaniment to - It refers to the tone color or quality of sound. melody - It may also be associated with the - The best example would be chords instrumentation of a musical piece Texture - ex. bright, nasal, gritty, muffled, silvery, - It refers to the thickness and layers of music flute-like, hown-like, etc. >>>> Types of Musical Texture Dynamics - Monophonic - is a single melodic - It refers to the softness or loudness of music line without accompaniment - Crescendo: gradually getting louder - Polyphonic - two or more - Decrescendo: gradually getting softer independent melodic lines singing at Tempo the same time - It refers to the speed of a consistent pulse - Homophonic - a melodic line with or beat in music accompaniment - The pulse or beat os where we usually tend Form to sway or clap when engaging in music - It refers to the structure, arrangement, and - Tempo can be measured through Beats Per sequence of sections of music Minute (BPM) using a metronome. - A section is usually based on the start and Rhythm end of a melody. - It refers to the arrangement or pattern of durations of notes (and rests) - Duration refers to the length of the note or rest in time Pitch - It refers to the highness and lowness of a sound - It can be classified into Low, High, and Middle ranged pitches - Pitch is measured in Hertz (Hz)  Media Arts Techniques 1. Advertising Above the Line - Has a bigger reach and frequency; includes TV, Radio, Print, and Outdoor advertising Below the Line - Smaller reach but more targeted; niche market; includes: Sampling, promotion, events, flyers, socmed, etc. LESSON 5: MEDIA AND TECHNIQUES Celebrity Endorsement - Famous persoonality/ies promoting a brand or Performing Arts Techniques product. 1. Music Witnesses - A testimony is a statement Vocals - In music refers to the human voice; given by a supporter approving a particular in songs, there can be more than one product or service person providing vocals (you can feel the Drama - Allows brand to express massage vibrations in your head or chest - head voice vividly: allows for broad emotional appeal. and chest voice) Jingles - Short song or tune used in Vibrato - is a rapid , slight variation in the advertising and for other commercial uses. pitch you’re singing, marked by a rapid Comedy - Use of humor or irony; wavering in the intensity and timbre of the memorable and likely to go viral. note being sung Comparative Showdown - A company’s Legato and Staccato - Legato means to product or service is presented as superior play the notes as smoothly connected as when compared to a competitor's. possible. Staccato means to play the notes Sustained Awareness - Sustaining as short and crisp and detached as awareness of a brand, product or service possible. over a long period of time Scat Singing - A jazz vocal style of using Infomercials - A form of TV commercial emotive and nonsense syllables instead of that resembles regular TV programming. words in solo improvisations on a melody Vocal Riffs and Runs - Both refer to a series of notes sung quickly over a single word or vowel sound. This is a common technique heard in some contemporary songs like rnb and soul. 2. Dance Physical Motion -> Movement Series of Movement According to Rhythm -> Dance Planned Movements -> Choreography Body Shapes Formation Blocking >>> Dance Movement Levels - Low, Mid, High >>> Time in Dance - A dancer’s movements might me in sync with or against the beat. Dance requires time. A dance is performed in the allotted time