STATIC IMAGES
Complete Language Unit for
Lower Secondary English
Australian Year 8 & 9
New Zealand Year 9 & 10
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Static Images
Understanding and creating static images
This booklet belongs to:
Static Images Are..
A “Static Image” means
This means static images can be found in many different forms, such as
.
.
An effective static image must create
. It has to ‘grab’ the
attention of the audience or it will fail to be successful in its purpose. To create
impact, producers must study what kinds of thing will attract attention to their
design – a large glossy image centred on the page, an unusual image choice, or a
brightly coloured item might all grab someone’s attention. Producers need to be
careful though, as when a method is over-used it no longer works, so this means that
new techniques for grabbing attention are constantly being tried out.
Static images are a powerful form of communication. Some images can create an
instant
in the audience, which causes them
to react in different ways. We are surrounded by static images and often don’t
realise how much we are influenced by them. Our tastes, attitudes, prejudices, moral
values, needs and desires can all be subtly altered by
. This means we need to be smart about
what we watch, talk about, hear and think about.
The Bible states that we should treat our bodies (and minds) like a temple. Paul says,
“Do you not know that your body is a temple of the Holy Spirit, who is in you, whom
you have received from God? You are not your own; you were bought at a price.
Therefore
” (1 Corinthians 6:19-20).
This means taking care of our bodies and minds, inside and out, and only bringing in
things which will build up and develop us in a positive way. We are to choose to
bypass things which will hurt us, give us fears and insecurities, or distract us from a
living a good life. This is not just to create unnecessary rules and ruin your life – in
fact, it’s the opposite. God knows what kinds of things will help us and not hurt us.
It says in Philippians 4:8, “whatever is
, whatever is
, whatever
is
, whatever is
, whatever is
, whatever is
- if anything is excellent or praiseworthy - think about such things.”
Imagine if we followed that advice. How much time would we save ourselves from
thinking and rethinking about negative things, about nasty stuff people have said,
about someone who looked at us wrong. We could choose to focus instead on
peaceful and positive ideas, events and thought. This is no way minimizes things
people go through. This is not saying ignore abuse or pain – although God can help
you with those too. But it is saying not to spend more time than necessary on
negative things that don’t deserve our time or attention.
Static Images Are..
A “Static Image” means
This means static images can be found in many different forms, such as
.
.
An effective static image must create
. It has to ‘grab’ the
attention of the audience or it will fail to be successful in its purpose. To create
impact, producers must study what kinds of thing will attract attention to their
design – a large glossy image centred on the page, an unusual image choice, or
a brightly coloured item might all grab someone’s attention. Producers need to
be careful though, as when a method is over-used it no longer works, so this
means that new techniques for grabbing attention are constantly being tried
out.
Static images are a powerful form of communication. Some images can create
an instant
in the audience, which
causes them to react in different ways. We are surrounded by static images
and often don’t realise how much we are influenced by them. Our tastes,
attitudes, prejudices, moral values, needs and desires can all be subtly altered
by
.
This means we need to be smart about what we watch, talk about, hear and
think about.
It is wise to think before we fill our minds with junk. Just as our bodies get
unhealthy if we fill them with sugar, fat, salt and chemicals, our minds get
unhealthy if we fill them with rubbish. What that looks like for you may be
different to what it looks like for someone else, but the bottom line is, if you
feel worse - sadder, unhappier or more angry after watching or seeing
something that’s packaged for you as ‘entertainment’, that’s a good clue it isn’t
that great for you.
Be a smart consumer.
Target Audiences: WHO is being persuaded?
A target audience is the group of people that a text or media product is aimed or marketed
to. It is the group who is identified as consuming or interacting with that particular product.
Audiences are all-important in our capitalist world. Almost everyone who makes media is in
it to make money, and to make money, people have to view, interact with and respond to
that product.
A media product that does not pull in the right audience will soon be removed from the
shelves. One that does not attract sufficient sales will be taken out of production. Media
producers and broadcasters must attract audiences to remain in business, and those
audiences must also be the correct ones to make the business profitable. This means that
audiences are studied very carefully to find out what they like, do, enjoy and read – so that
they will be influenced to read a particular magazine, or buy a particular product.
Audiences can be categorised in many ways, but the main way is to divide people up into
age groups that can also tell us about that type of person. Read through the categories
below and think about the kinds of products that each of these groups might be attracted
to.
 Pre-teen girls or boys
 Teen girls or boys
 Yuppies (Y
U
M
P
)
 Dinks (D
I
N
K
)
 Parents
 Opals (O
P
with an A
L
)
 People over 60
Think of a specific example for each of these:
Type of Media
Health and fitness
app, magazine or
website
A current popular
song
Radio Station
Home improvement,
renovation or
building show on TV
Social Media App or
program
Current Pop Song
Name of Media
Purpose of Media
Audience
Purpose (or Functions) of Static Image
1.
They might convince someone to buy something, go somewhere or donate money.
2.
Some images are designed to make people think about some aspect of human nature
or society.
3.
Some images are designed to show or explain something.
PAMM
When we are looking at a static image for the first time, we can easily work through
what it is doing by looking at PAMM. This stands for:
PURPOSE (why was it made / what function is it achieving?)
AUDIENCE (who is it for?)
MESSAGE (What idea/s is it communicating?
METHOD (How is it communicating the message, through images, symbols, colours
and text?)
Work through the steps together for the image below:
Symbolic Meanings in Western Culture
Most items used in advertising are included for a particular reason. While we are going to
focus on the VERBAL or written language, not the VISUAL or pictorial language, it is still
important to understand that every advertisement is a carefully designed product. Every
single thing is done on purpose. The people who designed it thought very carefully about
what they wanted their advertisement to look like, and what they wanted a potential buyer
to think of when they saw it.
We already have a significant understanding of the symbols used in our own culture, often
without knowing it! See if you can pick out the symbolic meanings for each item:
FLOWERS
ANIMALS
COLOURS
WEATHER
Rose
Lion
Black
Rainy
Daisy
Snake
White
Sunny
Sunflower
Dog
Red
Windy
Poison Ivy
Rat
Blue
Stormy
SYMBOLS
Cat
Grey
BODY LANGUAGE
Eagle
Yellow
Horse
Green
Cross
Tick
Can you think of more?
Frowning
Arms Crossed
Heart
Wink
Arrow
Smiling
Symbols & Codes (Signs and Signifiers)
We can communicate quickly through pictures, symbols and writing because many people
understand what those things represent, or what they mean. All of the different marks and
symbols such as pictures, letter or numbers, are just marks on a page – or ‘signs’- and they
need to be widely understood or they are just scribbles. The meaning they carry is called a
‘signifier’ or meaning, and these can vary from place to place or from culture to culture.
Think about a cross. It is the same mark or symbol, but to some it represents Christianity,
and to others it might represent first aid or the Red Cross. Rock it on its side and suddenly
you have a mark that says ‘You got it wrong’ or ‘X marks the spot.’ So signifiers can change
according to who is looking at them. See if you recognise the symbols and signs below –
don’t just write what they ARE, look for the idea or thing they represent.
Secret Codes
Use the pigpen code to
write a letter to a friend
●
It looks a bit like this:
Stereotypes in Advertising
STEREOTYPES |ˈsterēəˌtīp; stereotype ˈsti(ə)r-| noun
1 a widely held but fixed and oversimplified image or idea of a
particular type of person or thing : the stereotype of the woman as
the carer | racial stereotypes | age stereotypes.
Stereotypes are a
Draw a hippie:
of
into
by the
way they
.
Advertisers often use stereotypes as a shortcut in communication so
the viewer quickly understands who a product is for and how it will
improve things for them. For example, a company might sell natural
shampoo to a hippie. The generalized image of a hippie is someone
who wears floral shirts and flares or long loose tunics, has long hair
(sometimes in plaits), smokes marijuana and lives on a commune.
They occasionally participate in a peace protest or similar cause and
are concerned about the environment.
Often, a judgement is being made about the person or group stereotypes, and this may
have positive or negative connotations. The danger with stereotypes is that they affect the
way we see people and can give false impressions.
List the immediate ideas you have when you hear the following stereotyped groups. Often,
these will be based on accepted stereotypes.
List at least 6 things for each group on your own and then compare with a partner:
Policemen
Truck Driver
Lawyers
Mothers-in-law
Elderly People
Christians
Movie Stars
Hoons/Racers
Are these thoughts mostly positive or negative?
Remember, even if stereotypes seem to exist for a reason, there are ALWAYS many
exceptions to generalisations. We can never treat people according to a perceived
stereotype, regardless of the way the media tries to cement them through mass production
and TV. Many people get negative impressions of other people before they really know
them, due to the acceptance of this social typing. This is not usually deserved. Many people
can get a bad name for things that only a few are doing.
Name some other stereotyped groups:
Visual Language Techniques
Symbols
Symbols are usually a small picture which represents a larger company, thing or idea.
Symbols are used to communicate culturally-understood ideas. These many be different
from culture to culture. For example, a cross might mean Christianity to some, and first aid
to others.
Colour
Colours carry connotations of ideas and emotions. A bright, colourful advertisement will
have a larger visual impact than a dull, monotonal (one-colour) advertisement. Usually
specific colours are chosen because of what they represent of the effect they have on the
viewer. Bright red draws the eye, reminds the viewer passion or anger, depending on the
image, and also heightens their energy so they pay more attention. A blue and green image
of nature will have a more calming effect on a viewer.
Focal point
This is the object or lines in the image which draw the eye. It is
usually the thing that is the most attention-grabbing. Often the
leading lines of all the elements on a page are used to draw your eye
to the focal point.
Font choice
Different fonts create different effects. An all-caps BOLD font will seem more demanding
and important than a loopy, calligraphy style font. Advertisers use carefully chosen fonts to
match the style of message in their advertisement.
Graphics
Graphics are any visual elements which are not writing or images, added for
visual interest or to help emphasise the meaning of other elements. For
example, a line underneath a paragraph is there both to add colour and to
show that the idea of the paragraph is not completed.
Rule of Thirds
Visually attractive advertisements will get more attention than
unattractive ones, and the human eye is drawn to images which are
visually balanced. The rule of thirds means that often the focal point
will be 1/3 from one side of the page and will be balanced by text or
graphics on the other side.
White space (or visual space)
In Western culture, images that don’t have visual space around them seem too busy and
messy. Our eyes like to ‘rest’ between elements and many popular advertisements have
only 1 or 2 main elements on a whole page. Some other cultures dislike white space and add
patterns and elements to every part of the page.
What visual techniques can you see in this advertisement?
Verbal Language Techniques
Allusion
Bias
Connotation
Colloquialism
Contradiction
Contrast
Cliche
Denotation
Euphemism
Hyperbole
Idiom
A reference to a famous literary, mythological, religious or
historical figure, character or person. Example: He is my
Romeo (refers to Shakespeare’s Romeo and Juliet).
Prejudice in favour of or against one thing, person or group
compared to another – sometimes in a manner which is
possibly unfair to one of the individuals or groups.
the special, often emotive, sense of a given word. Eg: scent
vs fragrance, smell vs stink, pooch vs mutt, dunny vs toilet.
Casual, everyday language acceptable in everyday speech.
May contain idioms, slang, abbreviations and incorrect
grammar.
An inconsistency in something being said – either
deliberate or accidental. Example: He said he loved flowers
but threw them in the bin.
Using contradictory elements to create a comparison or
effect. Example: he was dark and mysterious where she
was lightness and joy.
A worn-out expression which has lost its vitality (and
sometimes its original meaning); it can sometimes be used
successfully for humorous purposes. Example: ‘There are
many fish in the sea,’ or ‘love is blind.’
a dictionary definition of a word.
A euphemism is usually a polite way to say something
which is embarrassing or unpleasant. Example: "His clothes
have seen better days," basically means that his clothes are
shabby, phrased in a ‘nicer’ way.
Using deliberate, extreme exaggeration for emphasis.
Expressions such as "I nearly died laughing," "I was
hopping mad," and, "I tried a thousand times," are not
literally true, but people use them to sound impressive or
to emphasise something, such as a feeling, effort, or
reaction.
A group of words established by common usage in a
specific area. Often having an accepted meaning not clear
from the individual words. Example: down in the dumps,
it’s your shout, she’s batty.
Irony
Inclusive Language
Jargon
Metaphor
Personification
Pun
Purpose
Register
Repetition
Irony is an implied discrepancy between what is said and
what is meant.
Three kinds of irony:
Verbal irony: when an author says one thing and means
something else.
Dramatic irony: when an audience perceives something
that a character in the literature does not know.
Situational Irony: a discrepancy between the expected
result and actual results.
Using words like ‘you’ or ‘us,’ referring to the audience, to
include them in the message being communicated. Makes
the message more personal, and makes people feel more
impressed to do something.
Technical language used by specific groups. Example: IT
Jargon – RAM, hard drive, memory, gigabyte.
A form of figurative language which makes a comparison
by stating that two items are the same – that one is the
other. Example: He was a roaring lion. She was a snake in
the grass.
An extended metaphor is extended through an entire
poem or a large section of a literary work and adds detail
to the comparison.
A figure of speech in which a non-human thing is given
human attributes or qualities. Example: the flowers danced
in the wind – only humans can dance.
A play on words. "I do it for the pun of it." An expression
that uses a homonym (two different words spelled
identically) to deliver two or more meanings at the same
time. Eg: when the dying Mercutio in 'Romeo and Juliet'
says, "Ask for me tomorrow and you shall find me a grave
man."
The reason for which something is done or made, or for
which it exists. Example: The story was written to entertain
and inform its audience.
the level of one's language, either spoken or written. Eg:
elevated, formal, semi-formal, informal, colloquial, slang.
Used to emphasise ideas. Repeating ideas or images draws
the reader’s attention to them, making that item more
significant. Eg: No one had an idea. No one wanted to
speak up. No one said a word.
Rhetorical
Question
Sarcasm
Simile
Slang
Statistics
Symbolism
Word Choice
A question which is used ironically or sarcastically to make
a point clear. Often doesn’t have a specific or logical
answer or answers itself.
Example: why can’t people just do what they say they’ll
do?
Used to create humour – often the speaker means the
opposite of what they are saying, making their opinion
known. Example: It is not necessary to understand things in
order to argue about them - Caron de Beaumarchais
A figure of speech in which there is a direct comparison
between two items, usually through the use of the words
such as ‘like,’ ‘as’ or ‘than’. Example: My love is like a red,
red rose.
Non-standard or informal language consisting of words and
expressions that are not considered appropriate for formal
occasions; or a characteristic language of a particular
group. Example: ‘Going bananas’ means going crazy.
The use of figures and percentages to give weight to an
argument.
When an object is meant to be representative of an idea
greater than the object itself. Example: Cross represent
Christianity, Owls represent wisdom, yellow represents
cowardice.
Specific words are chosen for a purpose. For example,
there might be lots of verbs to make a text sound active
and fast-paced, or many negative words might be used to
create a negative impression.
Analysing Verbal Language Techniques
We would not expect a huge about of text in a static image. Any included is usually
very short and very deliberately chosen so that the audience can understand the
images and ideas to be communicated.
Choose some ads with words from the examples, find some verbal language features
from the list, and write about them below:
Image /Advertisement
Verbal Language Techniques
Identify / Define
Example / Quote
Why this is used
Quick Static Image Analysis #
We would not expect a huge about of text in a static image. Any included is usually very
short and very deliberately chosen so that the audience can understand the images and
ideas to be communicated.
Image /Advertisement
P (Purpose)
A (Audience)
M (Message)
M Method - Visual Language Techniques
Identify / Define
Example / Quote
Why this is used
M Method - Verbal Language Techniques
Identify / Define
Example / Quote
Why this is used
TASK: Completing a Written Static Image Analysis
Choose a static image which has enough techniques to enable you to write an in-depth
analysis on a variety of techniques. Complete the analysis sheets below, and then write your
analysis in essay style with formal language.
MESSAGE/PURPOSE ANALYSIS
Function of the Image:
Target Audience of the Image:
Repeated pictures/ ideas in the image?
Dominant Message given to audience:
VISUAL ANALYSIS
Layout:
Dominant Images
Colouring:
Lettering:
Symbols used in the image:
Stereotypes used in the image:
VERBAL (LANGUAGE) ANALYSIS
Vocabulary (special words used?)
Register (How formal is the language?)
Tone (the mood of the language?)
Clever use of language (any puns, etc?)
Other Language Techniques
Example of a Good Static Image Analysis:
The static image created for Dymo LetraTag is a very effective image that grabs the
audience’s attention and convinces them that if they wish to be organized, they need to get
the Dymo label maker. It is designed as an advertisement that both informs people about a
product that is on the market, and tries to make people behave in a certain manner. In this
case that would be to go and buy the label maker.
The image itself is very striking, with a dark, dynamic image dominated by a washing line
hung with a variety of socks and a glove. Each is labeled with a name and we can see that
they are for the different members of the Adam’s Family characters. The background is foggy
and mysterious and looks like the ghoulish garden of a haunted house, complete with bats
fluttering round. At the bottom of the image is a picture of the labeler, which stands out due
to its light colour on the dark background. There is a graphic that runs across the bottom of
the page with the brand name of the product at one end, and a headline that says, “For
organized mums.”
The ‘organised mums” headline tells us that the image is basically targeted at women,
probably older women with children – who like to be organized. The assumption is that every
mum should be organized, and that this little gadget will help them manage that. The fact
that random things like socks are labeled shows that this product will help mum with every
area she might be having trouble organizing, right down to the little details. The odd thing is
that the image uses the Adam’s Family’s socks – which have to be the most distinctive sizes
and shapes possible - and it seems really quite unnecessary to label them. But, nevertheless,
the advertisement draws the attention of the audience and is very clear in its purpose, which
is all anyone could really ask for.
A number of visual features are at work in the image. As stated, the dominant image is the
large, dark socks hanging on a washing line across the middle of the page. The image is
basically cut into thirds, with the washing line going across the top third and a mist-covered
fence going across the bottom third. This makes the socks really stand out as they are placed
on top of a white misty background which draws attention to them. The product image and a
coloured graphic are placed at the bottom of the page to add interest there. The main
symbols used are those that tell us that this is near a haunted house- the bats, metal fence
and big pillars all seeming like they were taken straight out of a horror film.
The static image uses a variety of language features to help sell the product. The simplicity of
the language register (formality) reinforces the idea that this is a very organized household
and nothing needs more explanation. The names on the socks are simple and in undecorative
font, and the ‘for organized mums’ headline does waste any unnecessary words. Even the
additional information down the bottom in small print is short, concise and to-the-point. The
only interesting language on the advertisement is the little smart sentence in the additional
language – “Dymo saves you Tymo.” This uses rhyme to try to be a bit humorous, but again,
makes you wonder if this labeling business wouldn’t just take more time than not bothering!
All in all, the static image shown is interesting and amusing, and uses quite a few different
features to help it accomplish its purpose.
TASK: Creating a Static Image - Task Instructions
Task Instructions:
 3-4 periods total IN CLASS to complete the task
 Final Image = A3 or A2, portrait or landscape
 The central focus of the whole image should be an idea from your novel you
are trying to communicate. Check your idea with your teacher before you get
too far down the planning track.
 You can use printed images off the net but must make them their own by
doctoring, colouring in or changing them in some way. You may not use
copyrighted or watermarked images. Think about how the cut out images are
to be merged or blended into the background – colour around the image the
same colour as the background or cut it out carefully so it looks good.
 You must include at least one quote on any/all panels as you wish, from the
novel. It does not need any other written information (eg author, title not
needed) unless you want it for the meaning.
 You may draw, cartoon, paint, collage or take photos – whatever you like, but
the end product must be 2 dimensional (flat) and A3 in size.
Outside Class You Can:
 Plans and drafts can be made at home, but the final item is in class.
 Can find, change and print images at home, but they must be stuck on or
collated into the final image in class.
Can My Parents Help:
 Parents/ Guardians can help you with thinking about your ideas and plans but
the end choices must be yours alone. They can help you think of ideas and find
quotes and look for images, but you must make the choices and decide how
they go on the page.
 They can tell you if/when you need to check your spelling but they can’t point
out specific errors in your writing – you need to check for yourselves.
Static Image Planning
Static Image Planning
What elements will I include?
Why? What will it communicate?
Static Image Marking Schedule
Student:
Teacher:
Topic of Static Image:
Achievement
Achievement with Merit
Achievement with Excellence
Develop and structure ideas in
a visual text.
Develop and structure ideas
convincingly in a visual text.
Develop and structure ideas
effectively in a visual text.
Use language features
appropriate to purpose and
audience.
Use language features
appropriate to purpose and
audience with control.
Use language features
appropriate to purpose and
audience with control to
command attention.
Comments:
Student:
Teacher:
Topic of Static Image:
Achievement
Achievement with Merit
Achievement with Excellence
Develop and structure ideas in
a visual text.
Develop and structure ideas
convincingly in a visual text.
Develop and structure ideas
effectively in a visual text.
Use language features
appropriate to purpose and
audience.
Use language features
appropriate to purpose and
audience with control.
Use language features
appropriate to purpose and
audience with control to
command attention.
Comments:
Teacher Unit Plan & Resources
Weeks
Teaching Sequence
Resources
1.
Week
1
Static Image Definition: Writing notes and discussing idea of how we
are affected by static images:
 What they regularly see becomes part of them – values, ideas,
wants and desires etc.
 That what was not appropriate once, now is.
 That they are desensitised to what they see often.
 That they get into the habit of seeing what they see.
 That they can choose what to watch and therefore choose
their values and ideals: Bible verse: “Whatever is true,
whatever is good, pure, etc, think about such things.”
**** I have created 2 copies of the static image notes for you so
you can choose the one most appropriate for your school
environment.
Student
booklet
Static Image functions & PAMM
Look at a couple of static image examples
2.
Signs and Symbols – communication shortcuts
 Look at common symbols such as flowers, animals, colours
and body language.
 Discuss ‘signs’ and ‘signifiers’ and do icons page
 Writing secret messages to a friend. Using pigpen symbols,
write a short secret message to a friend.
3.
Stereotypes (Draw common stereotypes) Discuss whether they know
real people who are of that stereotype, ask whether they fit it or not
- Hippie, truck driver, super-smart person, teacher, plumber.
Advertisements and Static Image Examples Powerpoint
For each image: Discuss PAMM
1.
2.
3.
4.
PURPOSE (or function)
AUDIENCE (who is it aimed at?)
MESSAGE (What is it communicating?)
METHOD (Discuss how they use symbols, colours, and
stereotypes to achieve the purpose)
Visual Language Techniques
 Visual Techniques Notes
 Look at some of the example ad images and discuss what
visual techniques you can see at work.
Powerpoint
of static
image
examples
Verbal Language Techniques
Read through the verbal language techniques
Week
2
1.
Analysing a Static Image
Using the graphic organiser, write about the language techniques
covered. Use ads from the Powerpoint to look at in more depth.
2.
Assessment Task 1 – Completing a full written analysis
3.
Completing analysis
Static
image
examples
for analysis
4.
Completing analysis
Week
3
1.
Assessment Task 2 – Creating a Static Image
Achievement Standard – discuss the task that will be done and look
at the assessment schedule.
Read the Creating a Static Image Instructions.
Looking at exemplars.
Static
image
exemplars
2.
Preparing for Static Image Assessment – working through the
planning sheets individually
3.
Preparing for Static Image Assessment – working through the
planning sheets individually
4.
Preparing for Static Image Assessment – working through the
planning sheets individually
Week
4
1-4
Completing static image assessment in class.
A4 Paper
Stationery
glue
Static Images Definition VERSION 1
“Static Image” means A PICTURE THAT DOES NOT MOVE. This means static images
can be found in many different forms, such as POSTERS, PHOTOGRAPHS, CARTOONS,
BOOK COVERS, WORD PICTURES, CARDS, OR JUNK MAIL.
An effective static image must create IMPACT. It has to ‘grab’ the attention of the
audience or it will fail to be successful in its purpose. To create impact, producers
must study what kinds of thing will attract attention to their design – a large glossy
image centred on the page, an unusual image choice, or a brightly coloured item
might all grab someone’s attention. Producers need to be careful though, as when a
method is over-used it no longer works, so this means that new techniques for
grabbing attention are constantly being tried out.
Static images are a powerful form of communication. Some images can create an
instant EMOTIONAL RESPONSE in the audience, which causes them to react in
different ways. We are surrounded by static images and often don’t realise how
much we are influenced by them. Our tastes, attitudes, prejudices, moral values,
needs and desires can all be subtly altered by REPEATEDLY SEEING CERTAIN IMAGES.
The Bible states that we should treat our bodies (and minds) like a temple. Paul says,
“Do you not know that your body is a temple of the Holy Spirit, who is in you, whom
you have received from God? You are not your own; you were bought at a price.
Therefore HONOUR GOD WITH YOUR BODIES.” (1 Corinthians 6:19-20). This means
taking care of our bodies and minds, inside and out, and only bringing in things which
will build up and develop us in a positive way. We are to choose to bypass things
which will hurt us, give us fears and insecurities, or distract us from a living a good
life. This is not just to create unnecessary rules and ruin your life – in fact, it’s the
opposite. God knows what kinds of things will help us and not hurt us. It says in
Philippians 4:8, “whatever is TRUE, whatever is NOBLE, whatever is RIGHT, whatever
is PURE, whatever is LOVELY, whatever is ADMIRABLE - if anything is excellent or
praiseworthy - think about such things.” Imagine if we followed that advice. How
much time would we save ourselves from thinking and rethinking about negative
things, about nasty stuff people have said, about someone who looked at us wrong.
We could choose to focus instead on peaceful and positive ideas, events and
thought. This is no way minimizes things people go through. This is not saying ignore
abuse or pain – although God can help you with those too. But it is saying not to
spend more time than necessary on negative things that don’t deserve our time or
attention.
Static Images Definition VERSION 2
“Static Image” means A PICTURE THAT DOES NOT MOVE. This means static images
can be found in many different forms, such as POSTERS, PHOTOGRAPHS, CARTOONS,
BOOK COVERS, WORD PICTURES, CARDS, OR JUNK MAIL.
An effective static image must create IMPACT. It has to ‘grab’ the attention of the
audience or it will fail to be successful in its purpose. To create impact, producers
must study what kinds of thing will attract attention to their design – a large glossy
image centred on the page, an unusual image choice, or a brightly coloured item
might all grab someone’s attention. Producers need to be careful though, as when a
method is over-used it no longer works, so this means that new techniques for
grabbing attention are constantly being tried out.
Static images are a powerful form of communication. Some images can create an
instant EMOTIONAL RESPONSE in the audience, which causes them to react in
different ways. We are surrounded by static images and often don’t realise how
much we are influenced by them. Our tastes, attitudes, prejudices, moral values,
needs and desires can all be subtly altered by REPEATEDLY SEEING CERTAIN IMAGES.
It is wise to think before we fill our minds with junk. Just as our bodies get
unhealthy if we fill them with sugar, fat, salt and chemicals, our minds get
unhealthy if we fill them with rubbish. What that looks like for you may be
different to what it looks like for someone else, but the bottom line is, if you
feel worse - sadder, unhappier or more angry after watching or seeing
something that’s packaged for you as ‘entertainment’, that’s a good clue it isn’t
that great for you.
Be a smart consumer.
Functions of Static Image
1. To make people behave in a certain way.
They might convince someone to buy something, go somewhere or donate money.
2. To express a point of view.
Some images are designed to make people think about some aspect of human nature
or society.
3. To inform.
Some images are designed to show or explain something.
Target Audience Acronyms







Pre-teen girls or boys
Teen girls or boys
Yuppies (Young upwardly mobile professionals)
Dinks (double income no kids)
Parents
Opals (Older people with an active lifestyle)
People over 60
Quick Game: Look around the room for examples of the following in static images:
Visual Features:
1. A border.
2. Symbolic use of colour – what is
intended by the colours?
3. Different styles or sizes of lettering
in the same static image.
4. Wavy lines – what do they
suggest?
5. A dominant image.
6. Use of superimposing.
7. A logo.
8. Use of patterns.
9. Use of symbols.
Verbal Features:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Use of a question statement.
Punctuation.
Use of multiple languages.
Instructive language.
Use of contractions.
Informal, colloquial language.
Use of pun.
Imperative language.
Use of repetition.
Symbolic Meanings in Advertising Teacher Copy
Most items used in advertising are included for a particular reason. While we are going to
focus on the VERBAL or written language, not the VISUAL or pictorial language, it is still
important to understand that every advertisement is a carefully designed product. Every
single thing is done on purpose. The people who designed it thought very carefully about
what they wanted their advertisement to look like, and what they wanted a potential buyer
to think of when they saw it.
We already have a significant understanding of the symbols used in our own culture, often
without knowing it! See if you can pick out the symbolic meanings for each item:
FLOWERS
ANIMALS
COLOURS
WEATHER
Rose
Love, admiration
Daisy
happiness
Sunflower
Summer, warmth,
fun
Poison Ivy
Envy, danger
SYMBOLS
Lion
Royalty, fierce
Snake
Cunning, sly, sneaky
Dog
Loyal, friendly, willing
Black
Dark, bad, evil
White
Light, good
Red
Love, passion, anger
Rainy (think movies)
sad
Sunny
Happy
Windy
Change, confusing
Rat
Sly, dirty, tattle-tale
Cat
Snooty, independent
Eagle
Free, wild
Blue
miserable or calm
Grey
Sad, boring
Yellow
Happy
Stormy
Everything wrong
BODY LANGUAGE
Cross
Incorrect, no,
christian
Tick
Correct, yes
Horse
strong
Green
Jealous, sick
Frowning
Unhappy, mad, sad
Heart
love
Arrow
This way
Can you think of more?
Arms Crossed
Uncomfortable,
unhappy
Wink
Flirting, inside joke
Smiling
Happy, friendly
Quick Mix’n’Match game (next page)
Cut apart the definitions from the words, give them to a groups of kids and see who can
match up the word to the definitions fastest.
OR
Tack or tape the words around the room, and give 5 definitions to each team. Teams must
race about finding their words (cannot touch ones that are not theirs!). Make some hard to
find!
Dominant Image
Audience
Font
The main image of the poster e.g.
will be the biggest or in the
foreground
Who is the static image aimed at?
Size/Style/Shape of the words used
to create meaning and make impact
e.g. Hello, hello, Hello
Colour
Can have symbolic
significance/importance to evoke
emotion or create impact e.g. Red
for love
Pun
Play with the double meaning of a
word used for humour or
memorability
Depth
The placement of objects, characters
and words in an image to create
depth e.g. set in the foreground or
background
Proportion
Different sizes of words and/or
images used for effect
Message
What is the meaning/theme/idea of
the static image?
Visual Metaphor
The representation of a person, place,
thing, or idea in an image that
suggests a particular association or
point of similarity e.g. a dove
represents peace, ‘bad’ guys are
dressed in dark colours
Adjectives
Describing words
Purpose
What is the main aim of the static
image? E.g. to warn, sell, challenge,
invite etc…
Colloquial language
Informal, casual language.
Symbols & Codes (Signs and Signifiers)
We can communicate quickly through pictures, symbols and writing because many people understand what
those things represent, or what they mean. All of the different marks and symbols such as pictures, letter or
numbers, are just marks on a page – or ‘signs’- and they need to be widely understood or they are just
scribbles. The meaning they carry is called a ‘signifier’ or meaning, and these can vary from place to place or
from culture to culture. Think about a cross. It is the same mark or symbol, but to some it represents
Christianity, and to others it might represent first aid or the Red Cross. Rock it on its side and suddenly you
have a mark that says ‘You got it wrong’ or ‘X marks the spot.’ So signifiers can change according to who is
looking at them. See if you recognise the symbols and signs below – don’t just write what they ARE, look for
the idea or thing they represent.
Mending
DNA, identity
help, safety
Airport, freedom
Dreams, wishes
celebrations
Ownership, identity Love, marriage
sadness
Safety, light
Being good
danger
Starting again
Reward
Communication
Danger, hazardous
Meeting goal
strategy
Logic, questions
Danger, flammable
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Analysing a Static Image EXAMPLE
We would not expect a huge about of text in a static image. Any included is usually very
short and very deliberately chosen so that the audience can understand the images and
ideas to be communicated.
Image /Advertisement
P (Purpose)
A (Audience)
M (Message)
Pantene Hair Ad
To sell / to persuade
Women with long hair
That if you buy this shampoo, your long hair will be strong and
great, and you will become very attractive, too.
M Method - Visual Language Techniques
Identify / Define
Example / Quote
Why this is used
Gold liquid around her
Gold signifies wealth, rich, classy.
Colour
Gold words highlighted
Best/winners get gold.
White clothing, white
They are trying to show the
product is the best.
background
Large image of attractive
To show that if the buyer uses this
Focal point
woman
product, they will become just as
attractive as her with her nice hair.
The golden liquid around
The liquid is used to add colour and
Graphics
her and the measuring tape show that this is a shampoo/liquid,
and the tape is used to show that
your hair can grow to any length.
M Method - Verbal Language Techniques
Identify / Define
Example / Quote
Why this is used
These technical words make us
Technical jargon
“system”
feel like the shampoo is backed by
“formula”
science and that people who
Micro-targets”
really know what they are doing
are behind it, so it makes us feel
“Pro-V”
we can believe what is being said.
Personal pronouns make the
Personal Pronouns
audience feel directly spoken to,
“You” x 3
“Your” x 1
as if the advertisement is
speaking to us about our hair. This
makes the ad and its promises
seem more personal.
This pun is a play on words that
Pun
“Going to any length”
has two meanings – it means that
your hair can grow as long as you
want it to, and it also means that
you as the customer will be
stronger and be able to do
anything you want to do. It makes
us feel like we need the product.