Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
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Unit 1.1
Images and magazine covers
Word bank
Learning objectives
signifier
• learn how to read visual texts, exploring the relationship between words
symbol
icon
logo
composition
negative space
rule of thirds
visual narrative
anchoring
and images
• develop skills to analyse how meaning is constructed in magazine covers.
In your English A: Language and Literature course you will often be asked to deconstruct images.
For example, there could be a cartoon on your Paper 1 exam. In class, your teacher may ask you
to analyse graphic novels and advertisements. This unit will help you to develop useful skills for
deconstructing the images that you can find in a range of texts. Furthermore, you can apply these
tools to the type of text that is featured in this unit: the magazine cover.
caption
illustration
ears
teasers
headlines
body language
gaze
Getting started
1.1 ‘An image says a thousand words’, as the saying goes. Most likely, you see hundreds of images,
photographs and advertisements every day, whether you are conscious of it or not. But how do
images communicate ideas? Images communicate ideas through signifiers. The message they
communicate is what is signified. Texts 1.1–1.3 each depict an apple, the same signifier. What is
signified in each image, however, is different. On a copy of the table, indicate what is signified in
Texts 1.1–1.3.
Text 1.1
Text 1.2
Text 1.3
2
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Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
Excerpt
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Unit 1.1 Images and magazine covers
Signifier
Signified
Text 1.1 – apple
means
Text 1.2 – apple
means
Text 1.3 – apple
means
1.2 When analysing images, you will need to describe the relationship between signifiers and the
things they signify. An image may be a symbol, meaning that it stands for something abstract. A
heart, for example is often a symbol of love. An image may be an icon, meaning it resembles the
thing it represents. In this case, a heart may direct you to the cardiology department of a hospital.
A logo is a design used to represent an organisation so that the company or organisation becomes
associated with the design. On a copy of the table, indicate what is signified in Texts 1.4–1.7. Are
these images symbols or icons?
Text 1.4
Signifier
Text 1.5
What is signified?
Text 1.6
Symbol or icon?
Text 1.4 – hammer and sickle
Text 1.5 – dove
Text 1.6 – envelope
Text 1.7 – emoji
CONCEPT
Communication
People use symbols and icons for communication on a daily basis. Think, for
example, of emoticons, which are a mix of icons and symbols. Some emoji
faces resemble the emotions that they represent, meaning they are icons.
Some hand signs, such as a ‘thumbs up’, are cultural and arbitrary, meaning
there is nothing inherent in how they construct meaning. Do you use emojis
to communicate? In which context do you use them?
Text 1.7
TOK
How do you know what
you know? This is the
guiding question for
theory of knowledge.
How do you know that
a hammer and sickle
are visual symbols for
‘communism’? Were you
taught this? Did you
discover this? Have you
only just learnt this by
doing Activity 1.2? Think
of other symbols which
are not inherently obvious
in their meaning. Bring an
image of a symbol to class
and ask your classmates
if they know its meaning
and how they know this.
3
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1
Exploring text types
1.3 Before you can deconstruct images, it helps to think about how images are constructed.When
analysing symbols and their placement in an image, you need to consider an image’s composition,
a term taken from visual arts, which refers to the author’s arrangement of objects in relation to each
other, the use of colour and contrast, the amount of negative space, and the use of light and depth.
Study Text 1.8 and answer these questions:
a Why has the creator of this image chosen a white dress?
b What else can you say about the use of colour?
c What is the effect of the dark space behind Gabriela Sabatini?
d As a symbol, what does the milk moustache stand for?
1.4 Photographers do not always place their subject in the centre of their photos. If you were
to draw lines over Text 1.8, cutting up the image into three even columns and three even rows,
Sabatini’s milk moustache appears at the intersection of the top row and the right column. The rule
of thirds, often applied by artists and photographers, tells us that viewers often look to the places
where these three columns and three rows intersect. Study Text 1.9 and divide the image into nine
equal‑sized boxes, using the rule of thirds. What appears near the intersections of the imaginary
columns and lines?
Text 1.8
Text 1.9
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Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
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Unit 1.1 Images and magazine covers
1.5 The Russian playwright Anton Chekhov once said: ‘Never place a loaded rifle on the stage
if it isn’t going to go off.’ Although Chekhov was speaking about theatre, the same holds true
for images. If there is a causal relationship between the signifier and the signified, then there is a
visual narrative. What does this mean? It means that an image can tell a story. Smoke suggests
fire. A bruised eye suggests a fistfight. Comment on the visual narratives of Texts 1.8 and 1.9 by
answering these questions:
a What is signified in each image?
b What signifiers have constructed these meanings?
c What story is being told in these images? What happened before each image? What will happen
after each image?
d How do these stories achieve their respective purpose?
1.6 Imagine Texts 1.8 and 1.9 without any words. It may seem rather funny to see a tennis
star with a milk moustache and a giant gorilla with a hurt foot with no explanation. The images’
meanings are anchored in the words. Anchoring is the process of making an image meaningful
by adding words, such as a caption. It is also the process of making words meaningful by adding
images, such as an illustration.
a How does the meaning of the image in Text 1.10, an HSBC advertisement, change when it is
anchored in three different captions: ‘decor’, ‘souvenir’ and ‘place of prayer’?
b How does the meaning of the word ‘accomplishment’ change when anchored in three
different illustrations in Text 1.11?
LEARNER PROFILE
Open-minded
How do Texts 1.10
and 1.11 promote
open-mindedness?
Text 1.10
Text 1.11
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Brad Philpot
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Exploring text types
AOE question
In what ways is meaning discovered, constructed and expressed?
As you can see from Texts 1.10 and 1.11, you can discover meaning by exploring
the relationship between images and words. Many mass media texts such
as advertisements construct meaning by combining words with images in
illustrations and captions.
International mindedness
CONCEPT
Perspective
Notice how Texts
1.10 and 1.11
encourage you to
see things from a
different perspective.
As a fun activity,
find an interesting
advertisement,
remove or hide the
slogan and ask a
classmate to guess
the slogan to give the
image meaning. How
do words give you
a perspective on an
image or vice versa?
The HSBC advertisements used for Activity 1.6 (Texts 1.10 and 1.11) are perfect
for discussing international mindedness. How can people see the same thing
differently? Part of becoming internationally minded is accepting that people
may interpret what you see differently and also be right. The last line of the
IB mission statement states that ‘others, with their differences, can be right’.
What does this mean for you?
Model text
1.7 Study Text 1.12, a magazine cover depicting US Republican politician Sarah Palin. Read the
accompanying box defining the features of a magazine. Have a discussion on how Newsweek has
depicted Sarah Palin as a strong or weak political figure.
Text 1.12
ears and teasers
title
lighting and colour
photograph
headlines and captions
symbols
6
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Cambridge University Press
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Brad Philpot
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Unit 1.1 Images and magazine covers
Key features explained
Key features
Examples from Text 1.12
Title: The type of font and its use of colour comment
on the nature of the magazine and the context of its
readership. Consider how some magazines place their
title in front of the subject on the cover, while others
place it behind their subject.
Bold, serif and high contrast suggest strength and are
often used for opinion magazines such as Newsweek.
Ears and teasers: The upper left and right corners are
known as the ‘ears’ of the cover. Headlines in the ears
are also called ‘teasers’, as they invite the reader to
look inside the newspaper or magazine.
‘A Global Innovation Survey’ and ‘Obama and Fort
Hood’ appear in the ears and act as teasers.
Headlines and captions: These are statements,
questions or phrases which capture the reader’s
attention and lead the articles. Which lines stand out
most?
‘How do you solve a problem like Sarah?’ captures the
reader’s attention. The caption ‘She’s bad news for
the GOP – and for everybody else, too’ smacks of bias,
which is appropriate for opinion magazines.
Photograph: Most magazine covers include
photographs of people or people’s heads (known as
‘headshots’). Consider the camera angle in relation to
the subject. Looking down on a subject may make her
appear weak. Looking up at a subject may make her
appear strong.
The camera is slightly below Sarah Palin’s eye level,
making her appear relatively strong. However, this full
body shot makes her look rather insecure.
Symbols: What goes into the composition? Objects
tend to symbolise abstract ideas.
The American flag, the mobile phones (plural!) and
Palin’s trainers are not arbitrarily placed into the frame.
They symbolise something. Can you guess what?
Lighting and colour: Is the lighting crisp or warm? Is
there high or low contrast? What associations do you
have with the colours? Brighter images generally exude
warmth and friendliness.
Notice the use of red, which grabs the reader’s
attention. Red is in the US flag, the title and Palin’s
running shirt. It is also the colour of the Republican
Party. Her legs reflect and ‘shine’.
1.8 In order to analyse photographs of people thoroughly, such as the one of Sarah Palin on the
cover of Newsweek (Text 1.12), you may need to know more about body language. Body language
may be considered as a kind of stylistic device or structural feature of a visual text. Study these five
aspects of body language and discuss how they relate to Text 1.12. How do they add to or take away
from the ‘power’ that Sarah Palin seems to have?
• Smiles and teeth: The mouth can express emotions quite clearly. Smiles, especially those
showing teeth, make one look friendly, jovial and affable.
• Gaze: Is the subject looking at the camera, to the side of the camera, or to a faraway place?
The subject’s gaze has an effect on the reader. Looking away from the camera can make the
subject appear aloof, distant or unapproachable. Looking into the camera, however, makes the
subject appear engaged with the reader.
• Position of hands: Hands matter. Crossed arms tend to make the subject look strong. Fidgeting
hands are a sign of weakness.
7
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1
ATL
Research
Each unit in Chapter 1
explores a different text
type. Each unit presents a
different ‘model text’ and
‘key features explained’.
While definitions from
this coursebook may
be useful, you should
research more examples
of each text type and
discuss any features that
you find typical of the
text type. Try to curate
a range of text types in
your learner portfolio as
you study this language
and literature course.
Exploring text types
• Skin: Skin means exposure. This may be interpreted as vulnerability, sexual availability or
athletic ability, depending on the context.
• Torso: If the subject leans forward, they appear eager to engage with the reader or listener.
If they lean backward, they seem disengaged.
Over to you
1.9 Study Text 1.13, a magazine cover featuring Julia Gillard, Australia’s first female Prime
Minister. Analyse Text 1.13 using the ‘Key features’ of a magazine cover (Activity 1.7) and the tips
for understanding body language (Activity 1.8). Do this as a class by drawing a large table like this
one on a whiteboard. Individually write a sticky note for each row of the table, including your ideas
about each aspect of the text and body language. Then place your sticky note on the board and read
everyone’s notes. How similar or different are your ideas from your classmates’ ideas? Discuss your
answers as a class.
Key feature
Your sticky notes
Body language
Title
Smiles and teeth
Ears and teasers
Gaze
Headlines
Position of hands
Photograph
Skin
Symbols
Torso
Your sticky notes
Lighting and colour
CONCEPT
Representation
Imagine that Text
1.13 depicted a male
politician, instead of
a female politician.
How would the
effect of this image
be different, if he
were to appear in
the same position
with the same
clothing and facial
expression? This raises
a greater question:
‘How are male and
female politicians
represented
differently by the
media and for what
reasons?’ Discuss your
answers as a class.
Text 1.13
Further reading
• This Means This,This Means That: A
User’s Guide to Semiotics by Sean Hall
is a good starting point for those who
are interested in learning more about
how meaning is constructed by text
and image.
• Picturing Texts by Lester Faigley, Diana
George, Anna Palchik and Cynthia
Selfe offers a well‑illustrated introduction
to visual literacy and semiotics.
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