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MEDIA AND INFORMATION LITERACY 11 STEM 1ST SEMESTER | A.Y. 2024 - 2025 | MR. CHRIS VINCENT EIMREH MONIS ​ The strategies that advertisers use to...

MEDIA AND INFORMATION LITERACY 11 STEM 1ST SEMESTER | A.Y. 2024 - 2025 | MR. CHRIS VINCENT EIMREH MONIS ​ The strategies that advertisers use to make consumers think their product is ANALYZING AND DECONSTRUCTING worth buying ADVERTISEMENTS 3 PERSUASIVE TECHNIQUES STEP 1: STUDY TEXT AND SUBTEXT 1. PATHOS (EMOTION) ➔​ TEXT: Obvious visual message in a ​ sensation, taste, relatability material 2. LOGOS (REASONS) ➔​ SUBTEXT: How customers may interpret ​ facts, evidences, specifications, necessity the text 3. ETHOS (CHARACTER) ​ trustworthiness, influence, integrity STEP 2: STUDY TYPEFACE The three techniques can be mixed. ➔​ EMPHASIS: color scheme, font size, quotation marks.. VISUAL ELEMENTS ➔​ APPROPRIATENESS: font style, graphics, VISUAL ELEMENTS facial expressions, punctuations.. ​ include lines, shapes, color, spacing ➔​ PROXIMITY: positioning, spacing.. PRINCIPLES IN USING LINES 1. APPROPRIATENESS 1. VERTICAL LINES ​ refers to how fitting or suitable the text is ​ are straight up and down lines that are used for a specific audience, purpose or moving in space without any slant and event. In the creation of text-based are perpendicular to horizontal lines. They content, make sure that the selection suggest height and strength because criteria (tone, style, purpose, clarity) is they extend towards the sky and seem followed. When it comes to large body unshakeable. text, the font should be clear enough to 2. HORIZONTAL LINES read ​ are straight lines parallel to the horizon that move from left to right. They suggest width, distance, calmness, and stability. 2. PROXIMITY 3. DIAGONAL LINES ​ refers to how near or how far are the text ​ are straight lines that slant in any direction elements from each other. When two except horizontal or vertical. When in use, things are closely related, we bring them they suggest movement or lack of close together. Otherwise, we put text stability. elements far from each other. 4. ZIGZAG LINES **Alignment refers to how the text is ​ are a series of diagonal lines joined at positioned in the page. This can be left, ends. They can convey action and right, center or justified. excitement, as well as restlessness and 3. EMPHASIS anxiety. ​ refers to the importance or value given to 5. CURVED LINES a part of the text-based content. When ​ are lines that bend and change direction trying to make a point or highlighting a gradually. They can be simply wavy or message, you can make the text bold, spiral. Such lines convey the feelings of italicized, have a heavier weight, comfort and ease, as well as sensual darkened or lightened (depending on quality as they remind us of the human your background color) or enlarged. body. STEP 3: STUDY THE PERSUASIVE TECHNIQUES PRINCIPLES IN CHOOSING SHAPES PERSUASIVE TECHNIQUES 1. SQUARES AND RECTANGLES ➔​ These shapes represent stability. In fact, the rectangle is the most used area Angel Grace Jimenez 1  MEDIA AND INFORMATION LITERACY 11 STEM 1ST SEMESTER | A.Y. 2024 - 2025 | MR. CHRIS VINCENT EIMREH MONIS shape in logo design. The reason for its ​ include red, orange, and yellow, and popularity is because it is a trusted variations of those three colors. These are familiar shape that represents honesty, the colors of fire, of fall leaves, and of solidity and stability. sunsets and sunrises, and are generally ➔​ As squares and rectangles have straight energizing, passionate, and positive. lines and right angles they have a very RED AND YELLOW mathematical, balanced feel. These ​ are both primary colors, with orange shapes scream rational, practical and falling in the middle (making it a conformity. secondary color), which means warm ➔​ The eye reads theses shapes easily which colors are all truly warm and aren’t is why most text is contained within these created by combining a warm color with shapes. a cool color. Use warm colors in your designs to reflect passion, happiness, 2. TRIANGLES enthusiasm, and energy. ➔​ Triangles have energy and power COOL COLORS associated with them as they can point ​ include green, blue, and purple, are out direction, depending on where their often more subdued than warm colors. base is placed. They are the colors of night, of water, of ➔​ Triangles can give a feeling of action, nature, and are usually calming, relaxing, tension or even aggression. On the one and somewhat reserved. hand, they can symbolize strength while BLUE on the other, conflict. Triangles are seen ​ is the only primary color within the cool as more of a masculine shape. spectrum, which means the other colors ➔​ Power, progression, purpose and are created by combining blue with a direction are all represented by the warm color (yellow for green and red for triangle. We see triangles in pyramids and purple). arrows, not to mention their religious GREEN connections especially to the holy trinity. ​ takes on some of the attributes of yellow, The triangle when balanced is the symbol and purple takes on some of the for justice, science and religion. attributes of red. Use cool colors in your 3. CIRCLES AND OVALS designs to give a sense of calm or ➔​ These rounded shapes tend to send a professionalism. positive emotional message of harmony BLACK and protection. The circle is often used in ​ is the strongest of the neutral colors. On a logo to represent unity, commitment, the positive side, it’s commonly love or community. associated with power, elegance, and ➔​ Curves in general when used in shapes formality. On the negative side, it can be tend to be viewed as feminine in nature associated with evil, death, and mystery. while straight lined shapes are more Black is the traditional color of mourning masculine. in many Western countries. It’s also ➔​ Circles have no beginning or end, they associated with rebellion in some cultures, represent life and the lifecycle. They give and is associated with Halloween and the a sense of integrity and perfection. They occult. are not used as much in design for WHITE special reasons, but this means that when ​ is at the opposite end of the spectrum they are used, they attract more from black, but like black, it can work well attention than their right angled with just about any other color. White is counterparts. often associated with purity, cleanliness, and virtue. In the West, white is commonly PRINCIPLES IN COLORING worn by brides on their wedding day. It’s also associated with the healthcare WARM COLORS industry, especially with doctors, nurses Angel Grace Jimenez 2  MEDIA AND INFORMATION LITERACY 11 STEM 1ST SEMESTER | A.Y. 2024 - 2025 | MR. CHRIS VINCENT EIMREH MONIS and dentists. White is associated with goodness, and angels are often depicted GENRE in white. GENRE NEUTRAL COLORS ➔​ a French word which means “kind” or ​ often serve as the backdrop in design. “sort”. Its Latin genus means category of They’re commonly combined with literature, music, or other forms of art or brighter accent colors. But they can also entertainment, whether written or spoken, be used on their own in designs, and can audio or visual, based on some set of create very sophisticated layouts. The stylistic criteria. meanings and impressions of neutral colors are much more affected by the MAIN FILM GENRES colors that surround them than are warm 1. ACTION and cool colors. ​ usually includes high energy, big-budget physical stunts, and chases, possibly with PRINCIPLES IN SPACING rescues, battles, fights, escapes, 1. OVERLAPPING destructive crises, often two-dimensional ​ occurs when objects that are closer to ‘good guy’ heroes/heroine battling ‘bad the viewer prevent the view of objects guys’ – all designed for pure audience that are behind them. escapism. 2. PLACEMENT ON THE PAPER 2. ADVENTURE ​ Objects placed higher within the picture ​ films are usually exciting stories, with new plane will appear further away. experiences or exotic locales, very similar 3. SIZE to or often paired with the action film ​ Objects that are smaller will appear genre. further away from the viewer. 3. COMEDY 4. DETAIL ​ comedies are light-hearted plots ​ Objects that are further away should consistently and deliberately designed to have less detail than objects that are amuse and provoke laughter (with one- closer to the viewer. liner-jokes, etc.) by exaggerating the situation, language, action, relationships, 5. COLOR AND VALUE and characters. ​ Objects that are further away are cooler 4. DRAMA in color temperature, while objects that ​ dramas are serious, plot-driven are closer are warmer. Objects that are presentations, portraying realistic further away are lighter in value, while characters, settings, life situations, and objects that are closer are typically stories involving intense character darker in value. development and interaction. Usually, 6. PERSPECTIVE they are not focused on special-effects; ​ Linear perspective is a drawing method comedy, or action. that uses lines to create the illusion of 5. EPICS/HISTORICAL space on a flat surface. There are three ​ include costume dramas, historical types of linear perspective. Two are drama, war films, medieval romps, or displayed on this page. ‘period pictures’ that often cover a large ​ One point perspective uses one vanishing expanse of time set against a vast, point to accomplish this illusion. panoramic backdrop. 6. HORROR ​ films are designed to frighten and to GENRES, CONVENTIONS, AND CODES invoke our hidden worst fears, often in a BLOCKBUSTER terrifying, shocking finale, while ​ A movie can be a blockbuster if it has a captivating and entertaining us at the relatable and appropriate genre, same time in a cathartic experience. conventions, and codes. Angel Grace Jimenez 3  MEDIA AND INFORMATION LITERACY 11 STEM 1ST SEMESTER | A.Y. 2024 - 2025 | MR. CHRIS VINCENT EIMREH MONIS 7. MUSICAL/DANCE ​ ways in which equipment is used to tell ​ films are cinematic forms that emphasize the story (camera techniques, framing, full-scale scores or song and dance depth of fields, lighting etc.) routines in a significant way. These are films that are centered on combinations of music, dance, song or choreography. 8. SCIENCE FICTION/SCI-FI ​ films are often quasi-scientific, visionary, and imaginative – complete with heroes, aliens, distant planets, impossible quests, improbable settings, fantastic places, ADVANCE CAMERA SHOTS great dark and shadowy villains, futuristic Over the Shoulder ​ ​ Close-up Shot technology, unknown and unknowable Point of View ​ ​ Long shot forces, and extraordinary monsters either Selective Focus ​ ​ Aerial Shot created by mad scientists or by nuclear Worm’s Eye ​ ​ ​ Low angle shot havoc. Wide Shot ​ ​ ​ High angle shot Medium Shot ​ ​ Eye level shot CONVENTIONS Dutch angle/canted shot CONVENTIONS ​ are the generally accepted ways of doing something. TYPES OF CONVENTIONS 1. FORM CONVENTIONS ➔​ are certain ways we expect types of THREE-POINT LIGHTING media’s codes to be arranged. ​ is a typical way of highlighting a target from 3 distinct locations in a scene with light sources. Core illumination, fill light, and backlight are the three styles of 2. STORY CONVENTIONS lighting. ​ are common narrative structures and A. KEY LIGHT understandings that are common in story ​ is the primary and best source of light for telling media products. the three-point lighting system. ​ Cinematographers usually place this ★​ PLOT TWIST: radical change in leading light slightly off to the viewer's expected outcome/ending side and the subject's head, on a light ★​ EN MEDIA RES: in the middle of stand at a 45-degree angle to the viewer, things B. FILL LIGHT ★​ REGULAR PLOT: morning to night ​ is mirroring the key light on the camera's ★​ FLASHBACK: back to the past opposite side; this light practically fills the ★​ FORESHADOWING: giving a hint of shadows produced by key light on a the future subject, bringing out information in the ★​ CLIFF HANGER: hanging ending darkness. C. BACK LIGHT CODES ​ (also known as the "rim light" or "hair CODES light"), shines from behind on a subject, ➔​ are systems of signs, which create completing the light system. meaning. ​ directly behind the subject, or high enough to be out of the frame, opposite 3 TYPES OF CODES the key light and pointing to the back of 1. TECHNICAL CODES the subject 's neck. Angel Grace Jimenez 4  MEDIA AND INFORMATION LITERACY 11 STEM 1ST SEMESTER | A.Y. 2024 - 2025 | MR. CHRIS VINCENT EIMREH MONIS 2. SYMBOLIC CODES ​ show what is beneath the surface of what we see (objects, setting, body language, clothing, color, music, sound effects etc.) RED – excitement, strength, love, energy ORANGE – confidence, success, bravery, sociability YELLOW – creativity, happiness, warmth, cheer, GREEN – nature, healing, freshness, quality BLUE – trust, peace, loyalty, competence PINK – compassion, sincerity, sophistication, sweet PURPLE – royalty, luxury, spirituality, ambition BROWN – dependable, rugged, trustworthy, simple BLACK – formality, dramatic, sophistication, security WHITE – clean, simplicity, innocence, honest 3. LINGUISTIC OR WRITTEN CODES ​ use of language style and textual layout (headlines, captions, speech bubbles, language style, etc.) Angel Grace Jimenez 5