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- Présentation
 Objectives
- Approach
- Guidelines
- Assignments
- Student work
- Bibliography
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Objectives
As a result of this learning episode, students will be
able to follow a structured method of reading an advertisement to discover
its substance and meaning. The structure involves four distinct steps:
- The students will MANIPULATE (1) the different elements
of an advertisement in terms of its literal content and artistic
elements to get acquainted with the major rules of ad composition
.(assignment ex.composition)
- The students will MANIPULATE (2) the advert in terms of
how the designer used the principles of design to manipulate the
content to provoke meaning.(assignment ex.2,3,4)
- The students will ANALYZE the ad on the basis of what they
have already discovered about the ad in the first two steps. They
will consider not only the literal descriptions but also the emotional
content and the use of symbols, colours, shots, the picture and
its zones to arrive at the message or meaning in the ad. (assignment
ex. 5)
- The students will INTERPRET the ad's worth based on the
information they have gathered about it. Interpretations must be
supported by what was learned through the "reading" process as they
apply to established criteria (assignment ex.5)
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- Présentation
- Objectives
- Approach
- Guidelines
- Assignments
- Student work
- Bibliography
|
Approach
How to "Read" an advertisement.
The students will use the following structure to help them organize what
they learn about the selected ad. As the students go through the process,
they will take notes on the relevant information they discover.
The "reading" process is divided into four steps:
- Manipulation (composition).
In this step consider the literal content and artistic elements of the
ad
- Manipulation (analysis)
In this step consider the most significant art principles that were
used in the ad
- Interpretation
Based on what you have learned so far about advertisements what do you
think the designer is trying to say?
- Judgment
Explain why you feel the way you do about this ad.
Justify your opinion.
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