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new series
ESP
English for Specific Purposes
Nadia Sanità • Antonio Saraceno • Donatella Bottero
Images & Messages
English for Graphic Arts, Communication and Audio-Visual Productions
New Edition
Professional Competences
Skills for life
Focus on Careers
Authentic videos
Case Studies
Mapping your mind
EDIZIONE MISTA
+ LIBRO DIGITALE
Nadia Sanità • Antonio Saraceno • Donatella Bottero
New
IMAGES & MESSAGES
English for Graphic Arts, Communication and Audio-Visual Productions
New Images & Messages Realizzazione editoriale: – Progetto e consulenza: Manuela Barbero – Revisione linguistica: Annabel Pope – Direzione grafica: Manuela Piacenti – Progetto e impaginazione: Fabio Gallo (Studio Pagina32) – Revisione testi: Lunella Luzi – Registrazione audio: Ivano Atzori Il progetto e la stesura dei contenuti sono stati condotti in stretta collaborazione dagli autori. In particolare: Nadia Sanità ha curato i Moduli 2 e 6; Antonio Saraceno ha curato i Moduli 1, 3 e 4; Donatella Bottero ha curato il Modulo 5; Patrizia Gorgerino ha, infine, curato il Modulo 7. L’Editore desidera esprimere uno speciale ringraziamento a Manuela Barbero e Patrizia Gorgerino per il prezioso contributo offerto nella realizzazione di quest’opera. In linea con le disposizioni di legge e le indicazioni ministeriali, si attesta che l’opera è realizzata in “forma MISTA”, cartacea e digitale. L’Editore mette a disposizione gratuitamente sul proprio sito diverse risorse didattiche online: materiali extra per attività di approfondimento e di esercitazione in parte ad accesso libero e in parte riservati al docente. L’opera è altresì disponibile in edizione DIGITALE per gli studenti diversamente abili e i loro docenti. L’Editore mette a disposizione degli studenti non vedenti, ipovedenti, disabili motori o con disturbi specifici di apprendimento i file pdf in cui sono memorizzate le pagine di questo libro. Il formato del file permette l’ingrandimento dei caratteri del testo e la lettura mediante software screen reader. Copyright © Edisco Editrice, Torino 10128 Torino – Via Pastrengo, 28 Tel. 011.547880 – Fax 011.5612712 e-mail: info@edisco.it • sito web: www.edisco.it Tutti i diritti riservati. I diritti di elaborazione in qualsiasi forma o opera, di memorizzazione anche digitale su supporti di qualsiasi tipo (inclusi magnetici e ottici), di riproduzione e di adattamento totale o parziale con qualsiasi mezzo (compresi i microfilm e le copie fotostatiche), i diritti di noleggio, di prestito e di traduzione sono riservati per tutti i Paesi. L’acquisto della presente copia dell’opera non implica il trasferimento dei suddetti diritti né li esaurisce. Le immagini del testo (disegni e fotografie) che rappresentano nomi, marchi o prodotti commerciali hanno un valore puramente didattico di esemplificazione. L’autore e l’editore non intendono cioè sostenere che i prodotti fotografati siano migliori o peggiori di altri, né indirettamente consigliarne o sconsigliarne l’acquisto. Peraltro non esiste alcun rapporto di nessun genere con i relativi produttori: Nomi e marchi sono generalmente depositati o registrati dalle rispettive case produttrici. L’Editore è a disposizione degli aventi diritto con i quali non gli è stato possibile comunicare, nonché per eventuali omissioni e inesattezze nella citazione delle fonti dei brani, illustrazioni e fotografie riprodotti nel presente volume. Stampato per conto della Casa editrice presso La Grafica, Boves (CN), Italia Printed in Italy Ristampe 5 4 3 2 1 0 2026 2025 2024 2023 2022 2021
PRESENTAZIONE
L’ARGOMENTO
New Images & Messages è rivolto in particolare agli studenti dei corsi con indirizzo Grafica, Design,
Comunicazione visiva e pubblicitaria e, più in generale, a coloro che hanno l’esigenza di utilizzare la
lingua inglese come strumento di studio e/o di lavoro in questi settori.
Grazie alla ricchezza del materiale proposto, New Images & Messages – concepito per promuovere
un apprendimento attivo basato sui contenuti (content-based learning) – offre la possibilità di scegliere
gli argomenti sia in base ai programmi delle materie di indirizzo, sia in base agli interessi e al livello
di competenza linguistica degli studenti in modo da garantire l’interdisciplinarità dell’apprendimento
lungo tutto il corso di studi.
I contenuti, veicolati attraverso testi di livelli di complessità crescente (B1, B1+, B2), vengono esplorati
utilizzando le quattro abilità in modo omogeneo ed integrato. Il testo dà inoltre grande importanza alla
pratica linguistica attraverso attività che agevolano la revisione e la ripetizione dei contenuti studiati,
favorendone l’apprendimento.
I materiali, scritti e orali, contenuti nel testo, offrono un assortimento di stili, registri e livelli di difficoltà,
e sono tratti da fonti diverse: libri e manuali, quotidiani e notiziari on line, siti web (anche specialistici).
4.1 THE BASIC OF ADVERTISING
4
MODULE
ADVERTISING McLuhan became
internationally famous in
the 1960s for his studies of
the effects of mass media
thought and behaviour.
on
WHAT IS ADVERTISING?
■ Definition
Advertising is half-way
and a business, rooted
social science, a world
between a craft
in both art and
which feeds on
inventiveness, imagina
tion and daring.
Marsha ll McLuha n, a th
20 century
commu nication theorist
Digital marketing , said that
“advert ising is the greatest
experts estimate that art form of
the 20 th century”, but
an average American is how can
exposed to around 4,000 advertising be defined
?
advertisements each day. According to the Encyclo
paedia
Britann ica, advertising
is “the techniques
and practices used to
bring products,
services, opinions, or
causes to public
notice for the purpose
of persuading the
public to respond in a
confidence: fiducia
certain way toward
what is advertised”.
daring: audacia
to engage: impegnare
In other words, advertis • Attention: the product
ing is a
to feed: nutrire marketing tactic based must attract
on paying for consumer attention;
half-way: a metà strada space to promote a product
to lie: risiedere or service. • Interest: it must arouse
Promotional messages and keep
to root: radicare are messages consumer interest and
planned to inform, shock, attention;
seamlessy: senza soluzione engage or
di continuità surprise people in order
to influence • Desire: it must convinc
ONLINE RESOURCES them to buy or try somethi that they want that product
e consumers
ng. or service
W. Shakespeare – and that it will satisfy
their needs;
Romeo and Juliet ■ Purposes
• Action: it must lead
Advertising has many consumers to
specific objectives, act by looking for more
but the three main ones information,
are to inform, contacting the compan
persuade and remind y, and/or
the audience about purchasing the product
the product or service, .
Unit 4.1 • The basics of advertising the audience to make a
and thus encourage
• What is advertising? purchasing decision. This AIDA model is not
These basic goals are without criticism,
• Consumerism and the consumer expressed with in particular because
the acronym AIDA, a the emotion that
society model in use since is often addressed and
the late 19 th century: recognized by
• Advertising categories and ethics advertising psychology
as fundamental
• Advertising agencies and advertising does not play a role in
it. Also, targeting,
campaigns considerations on socio-de
mographic
• Preparing an advertising campaign backgrounds and points
of sale are not
• Great ad campaigns included.
Nowadays, Satisfaction
Unit 4.2 • Features of advertising added to the AIDA formula
is frequently
• The language of advertising since
customer satisfac tion
• Colour, images, music and art in lies with the
product, and, since people
advertising buy from
people they trust, a sixth
• Effectiveness and feedback element,
the Confidence factor,
• Analysis of a printed ad is added, too
thus forming the AIDCAS
• Analysis of a video commercial model,
used to optimise sales
• Great adverts processes and
advertising.
• 151 152 ADVERTISING
OBIETTIVI DEL TESTO
New Images & Messages si propone di: • consolidare abitudini grammaticali corrette e
• far acquisire le competenze necessarie per approfondire alcune strutture;
comprendere testi che presentano termini, • stimolare l’interesse e la partecipazione
espressioni, strutture sintattiche e modalità attiva degli studenti, dando spazio alla loro
discorsive specifiche del linguaggio settoriale; esperienza personale e a problematiche di
• migliorare le capacità di ricezione e attualità;
produzione orale e scritta; • contribuire a sviluppare sensibilità per un
• arricchire il patrimonio lessicale sia con il utilizzo corretto e consapevole delle nuove
lessico tecnico che generale; tecnologie negli ambiti specifici.
LA STRUTTURA
New Images & Messages è diviso in sette Moduli, ognuno dei quali è ripartito in un numero variabile di unità.
• UNITÀ
Ogni unità è suddivisa in brevi Capitoli su due pagine – teoria ed esercizi – per favorire non solo uno
studio più parcellizzato, ma anche la scelta dei contenuti antologica da parte dell’insegnante. I contenuti
dei capitoli sono divisi in paragrafi titolari per renderne la comprensione più agevole. I testi vengono
affrontati in modo graduale, attraverso esercizi di esplorazione del lessico specifico, comprensione scritta
e orale, globale e specifica, reimpiego dei termici tecnici e produzione scritta e orale.
Brevi link arricchiscono i brani per consentire una maggiore interattività con l’allievo. Si tratta di
curiosità, ampliamenti, rimandi, citazioni, attività o mini-approfondimenti che hanno l’intenzione
di favorire una lettura più interessante ed offrire spunti di riflessione o interazione. Sono
cromaticamente differenziati: verdi per i link con attività, arancioni per quelli informativi.
Alcune rubriche di approfondimento o curiosità, inoltre, corredano la pagina degli esercizi. Un ricco
apparato iconografico correda i brani di lettura, per ognuno dei quali è previsto un esauriente glossario.
Al termine di ogni Unità si trovano le seguenti sezioni, ognuna costituita da una pagina:
GRAMMAR GRAMMAR RouND uP
MODAL VERBS IN THE PRESENT Probability Could To say that something is possible, but
Pagina di 17 Answer the questions. ROUND UP
May not certain
revisione
1. What are the features of the language of 6. What is brand recall?
Modal verbs indicate how to interpret the verb
which follows. They: Possibility
Might
Can To make general statements about
what is possible
advertising?
2. Give the definition of a figure of speech.
3. Words aside, what do advertisers insert in their
7. List the structural elements of a printed ad.
8. Name, in your opinion, three of the most
important elements to consider when analysing
Pagina di
delle strutture
• don’t use an ‘s’ for the third person singular;
esercizi
ads? a printed ad.
• make questions by inversion; Ability Can To talk about an ability
4. Why do advertisers often use works of art in their 9. What are the three elements that make up a
• are followed by the infinitive (without ‘to’) of Permission Can To ask for permission to do something. messages? commercial?
another verb. Could Could and may are more formal
grammaticali
5. Why is it important to measure the effect of an 10. What does Uncle Sam stand for in the famous
According to the meaning they need to convey,
they fit into these categories:
Requests,
offers and
May
Can
Will
Polite ways of telling or asking
someone to do something.
advertising campaign?
18 Fill in the text with the given words. There are two extra ones.
poster from World War I?
ricapitolativi
invitations
Suggestions
Could
Would
Should
Can and will are more informal
To make suggestions and give advice
più comuni attract • despair • envy • golden • identity • meaning • metaphors • mood • quickly • speed • usability • visual
su lessico
Why Use Colour? correlated with colour through symbolism. For
and advice
Obligation Must To express an order accompagnata Colour is one of the most important aspects of a
design; it is a potent element of 1. ...........................................
example, although blue is often associated with
strength and optimism in Western cultures, e contenuti
communication. Here are some reasons to use colour in another context it can be associated with
15 Say what category the modal verbs in bold belong to. da esercizi di in visual messages and displays.
a. Use colour to 2. ........................................... visual search:
6. ........................................... and frustration.
d. Use colour to improve 7. ........................................... : the dell’unità per
1. Headline, copy, and payoff are the elements that may appear, even if they are not present in all printed ads. colour coding is a way to convey information wise use of colour can improve user-friendliness
2. Can you explain the difference between a metaphor and a simile?
3. Research has found that the human brain can process data in a very short time.
rinforzo calati 3. ........................................... by making it easier to visually
follow the path of a rail line, for example, and
for everything.
e. Use colour to communicate (or create), consentire
4. It could be wrong to make this choice, what do you think? 8. ..........................................., a state of mind that is less
speeding up the search process.
5. Music can trigger memories and has power to stir up emotions.
6. “May I ask your attention?” asked the interviewer to the consumer.
Indirect marketing
nel contesto . b. Use colour to enhance 4. ...........................................,
making it easy to distinguish between chapters,
intense than an emotion but that lasts longer.
f. Use colour to express 9. ........................................... : un efficace
7. We must not trust what we hear without having proof. feeling blue, seeing red and green with
for example.
8. I can resist everything but temptation.
9. Could I ask for some information about the device, please?
10. Should we create a new commercial for the new application?
c. Use colour to establish 5. ........................................... :
brand identity is the visual essence of a
10. ........................................... are common expressions
that are easily decoded from an illustration.
Adapted from: http://understandinggraphics.com/design/
consolidamento.
business or organisation and it is often highly 10-reasons-to-use-color/
16 Translate the sentences into English using the most appropriate
modal verb. 19 Decide if these sentences are true or false and correct the false ones.
1. Potrebbe essere vero, ma non credo nella pubblicità. T F T F
2. Il consumatore può recedere dall’acquisto entro 30 giorni. 1. Rhetorical figures are part of the 5. KPI stands for Key Public Interest.
language of advertising.
3. Posso farti una domanda? 6. The claim is generally included
2. Super, hyper and ultra are compounds. in the headline.
4. Vorresti per favore aiutarmi a leggere quell’annuncio?
3. Generally, people are able to elaborate 7. The Call to Action is an invitation
5. Vorreste venire all’inaugurazione della mostra sulla pubblicità? images in less time than words. to do something.
6. Non dovrebbero produrre pubblicità ingannevoli. 4. Music can help people to remember 8. In a commercial, words are the only
and can stimulate feelings. fundamental elements.
178 ADVERTISING 4.2 • FEATuRES oF ADVERTISING 179
• FINE MODULO
Al termine di ognuno dei sette Moduli, il testo propone delle ulteriori attività, suddivise nelle
seguenti parti, ognuna costituita di due pagine:
vocabulary vocabulary
1 Match each word to the correct picture. 2 Find the words that define these elements of communication.
billboard • mass media • augmented reality • radio • virtual reality • verbal communication • layout • social media 1. ....................................................................: person who starts the 5. ....................................................................: person who is at the
• non-verbal communication • graphic designer • logos • sender process of communication. other end of the communication process.
VOCABULARY
2. ....................................................................: way of communicating 6. ....................................................................: what is being
with people. communicated.
3. ....................................................................: a reaction or response 7. ....................................................................: a sign or
to a particular process or activity. representation that stands for its object.
4. ....................................................................: anything which hinders
communication.
8. ....................................................................: the process of creating
a way to transmit a message. Pagina di esercizi di revisione
3 Complete the text with the given words.
1. ........................................................................................... 2. ........................................................................................... 3. ..........................................................................................
software • inform • marketing • font • print • diagrams • writers • visual • technology • design e consolidamento del lessico
Graphic designers create 1. ........................................... or webpage, including how much space each will
concepts, by hand or using computer
2. ..........................................., to communicate ideas that
have. When using text in layouts, graphic designers
collaborate closely with 8. ........................................... who
introdotto nel Modulo.
inspire, 3. ..........................................., or captivate consumers. choose the words and decide whether the words will
They develop the overall layout and production be put into paragraphs, lists, or tables. Through the use
4. ........................................... for advertisements, brochures, of images, text, and colour, graphic designers
magazines, and corporate reports. Graphic can transform statistical data into visual graphics and
4. ........................................................................................... 5. ........................................................................................... 6. .......................................................................................... designers combine art and 5. ........................................... 9. ..........................................., which can make complex ideas
to communicate ideas through images and the layout more accessible.
of websites and printed pages. They may use a variety of Graphic design is important in the sales and
design elements to achieve artistic or decorative effects. 10. ........................................... of products and is a critical
Graphic designers work with both text and images. component of brochures and logos.
They often select the type, 6. ..........................................., size, Graphic designers also need to keep up to date with
colour, and line length of headlines, headings, and the latest software and computer technologies to
text. Graphic designers also decide how images and remain competitive.
text will go together on a 7. ........................................... Adapted from: https://www.truity.com/career-profile/graphic-designer
7. ........................................................................................... 8. ........................................................................................... 9. ..........................................................................................
4 PAIR WoRK Match the types of communication which are related. Then take it in turns
to choose one, explain it and ask your partner to guess which it is.
Add two other types of communication you know of.
vertical formal oral non-verbal
written horizontal verbal
interpersonal informal mass
10. ........................................................................................ 11. ........................................................................................ 12. .......................................................................................
42 CoMMuNICATIoN AND GRAPHIC DESIGN CoMMuNICATIoN AND GRAPHIC DESIGN 43
LIFE SKILLS CASE STUDY
LIFE SKILLS CASE STUDY
SoME REAL-LIFE TASKS
SOME
In questa parte gli WHATSAPP
Presentazione di
5 GROUP WORK Prepare a short radio interview with a graphic designer following the indications. Birth within groups of up to 250 people and represent
The graphic designer was asked to produce a series of billboards and signs to be placed in a railway station
regularly used by travellers from various ethnic backgrounds.
Prepare an interview and then act it out to find out:
studenti sono chiamati Jan Koum and Brian Acton founded
WhatsApp in 2009; they immediately realised it
was a great alternative to pricey SMS services,
a unique combination of mass and interpersonal
communication channels. This is why WhatsApp
is today considered a social network.
un argomento di
especially for images. WhatsApp is currently
• what communication barriers he/she found;
• what communication strategies he/she put in place to make communication more effective and remove
language barriers;
a mettere in pratica owned by Facebook, which bought it in 2014 for
19 billion dollars; at the time, WhatsApp had
more than 400 million users, now it has more
Characteristics
• It’s user-friendly.
• End-to-end encryption means that
attualità collegato
• if he/she made clear references to universals in non-verbal communication; than one billion users worldwide. conversations are secure.
• how he/she planned his/her work to meet the requirements;
• if he/she worked in a team and, in case, who with;
quanto studiato Since August 2009, WhatsApp has played a
key role in the fast development and expansion of
human communication, and today Mobile instant
• It is cost- and ads-free, available for
smartphones with any operating system and
also has a web version.
ai contenuti
• if he/she thinks he/she was successful.
attraverso attività introdotti, tratto
messaging (MIM) applications are assumed as an • It is possible to star important messages
essential component of everyday life. and create stories which will automatically
disappear after 24 hours.
6 GROUP WORK Prepare a timeline on the milestones of graphic design following the indications.
A social network • Some operating systems allow users to use
varie, compiti di realtà da fonti autentiche
Timelines are powerful visual tools widely used for educational purposes for presenting events in a chronological Differently from the Short Message Service WhatsApp hands-free.
order or demonstrating the stages of a particular process. (SMS) – now over 20 years old – WhatsApp • It is possible to send a message to multiple
Creatively design a timeline on the birth of graphic design: allows its users to send and receive not only contacts at once.
• check the main stages of its development online; text, but also to share real-time locations • It is possible to unsend messages.
• plan your timeline thinking about:
– who it is aimed at,
– how detailed it must be,
e collaborativi, lavori through Google Maps, images, voice recordings,
documents, and videos. These opportunities
are available both in one-on-one interactions or
• it is possible to see when the contact was last
online and if a message has been received
and viewed by checking its delivery status.
e corredato
– how clear and engaging/informative you want it to be,
– who is going to be in charge of doing what;
– make a draft of your timeline;
di gruppo e a coppie, 8 Read the text carefully and choose the correct option. di esercizi,
• have someone else look at it to see if it is clear enough; 1. In 2009 WhatsApp was… 5. WhatsApp…
• edit your timeline and colour, enrich and finalise it;
• compare it with the other timelines prepared by your classmates.
che, sempre avendo a. bought by Facebook.
b. made available.
c. invented by SMS.
a. requires an annual subscription.
b. is free thanks to ads.
c. is without costs.
mirati anche
7 GROUP WORK Create a word cloud following the indications.
A word cloud is a visualisation of the most commonly used words about a topic used to highlight popular or
l’apprendimento 2. Google Maps lets you…
a. locate a specific place.
b. find out something.
6. With some smartphones, it is
possible to use WhatsApp…
a. without hands.
all’approfondimento
trending terms based on frequency of use and prominence.
linguistico come e alla discussione
c. be informed about the latest news. b. without speaking.
Create a word cloud on communication aimed at c. without moving.
children to launch the topic of discussion with them: 3. WhatsApp is…
a. a peer-to-peer communication system. 7. Checking the delivery status means knowing…
• list the words you want to include;
a. when the contact was last online.
obiettivo principale, tra gli studenti
b. a mass communication channel.
• prioritise the words according to their level of
c. both a and b. b. whether the message has been seen.
importance or frequency;
c. if the message has been starred.
• decide on the font, layout, colour, dimensions, etc. of 4. Thanks to end-to end encryption technology,
your word cloud; conversations on Whatsapp are… 8. When you send a wrong message, you can…
• make a draft of your word cloud;
• edit your word cloud and colour, enrich and finalise it;
hanno un taglio di tipo a. fast.
b. starred.
c. private.
a. send it again.
b. delete it.
c. view it
dell’argomento
• compare it with the other word clouds prepared by
44 COMMUNICATION AND GRAPHIC DESIGN
your classmates.
pratico calato nella realtà. COMMUNICATION AND GRAPHIC DESIGN 45
presentato.
CLIP FILM CLIP MAPPING YOUR MIND
What women want WHILE WATCHING
10 PAIR WoRK Watch the clip and answer the questions.
• DIRECTOR: Nancy Meyers
Nick Marshall is presenting a television commercial to the Nike
team of women, who want to increase sales to female customers.
COMMUNICATION
• RELEASE DATE: 2000 He is accompanied by his immediate boss, Darcy McGuire, and
• PRODUCTION: Paramount Pictures, the boss of the ad agency.
Icon Entertainment International, 1. How many people are in the scene?
Wind Dancer Productions
2. Who are they? DEFINITION ELEMENTS OF PURPOSES TYPES BARRIERS
• CAST: Mel Gibson (Nick Marshall), 3. Describe the people from the Nike team. THE PROCESS
Helen Hunt (Darcy McGuire), sharing linguistic
Marisa Tomei (Lola), Ashely Johnson 4. What are they doing? knowledge verbal/non verbal
process of sender
(Alex Marshall) 5. Who is presenting the commercial? meaningful
emotional
6. Do you think the music is effective? Why? interaction
message imagining stories formal/informal
among
SYNOPSIS 7. What is the claim of the commercial? human psychological
Nick Marshall, a Chicago advertising executive, strongly believes in himself. He is expecting a big promotion at the 8. Does the boss of the advertising agency seem to be happy with the presentation? How do you know? beings encoding influencing mass/interpersonal
advertising firm where he works, but instead, his manager announces that he is hiring Darcy McGuire as the new Ad 9. How does Ms Darcy react to Nick’s presentation? people physical
Executive to broaden the firm’s appeal to women. Darcy tasks the staff, including Nick, to develop advertising ideas for a channel
10. Do you think the commercial is effective? Give reasons. visual
series of feminine products she distributes at the staff meeting and Nick, drunk, while testing a few items at home, falls meeting social
receiver attitudinal
into his bathtub while holding an electric hairdryer, giving himself an electric shock and is knocked unconscious. The expectations
next morning Nick awakens to discover he has a new gift: he can read women’s minds and hear women’s thoughts. So, subliminal
he starts to steal Darcy’s best ideas: it is a dirty trick, but he is ambitious and shameless. At first horrified, Nick realizes that
11 Decide if the statements are true or false and correct the false ones. decoding expressing cultural
T F
there are some real advantages to being the only man in the world who knows what feelings
1. The commercial shows a woman running alone in a street. feedback
to awaken: risvegliarsi and how women think. He uses his ability to manipulate women, including Darcy and physiological
to broaden: ampliare a pretty coffee shop waitress. But it turns out that women do not think about Nick the 2. The colours are very warm.
hairdryer: asciugacapelli
way that he thought they did, and he is forced to think about himself in a new way. Nick 3. The products of the commercial never appear in the commercial.
shameless: senza vergogna
to steal: rubare has never listened to women before and has always cared only about himself, but now 4. The Nike team watching the commercial is made up of white women.
trick: trucco cannot avoid seeing all his mistakes, and starts correcting them. He falls in love with
to turn out: scoprire
5. In the commercial, the woman is running on a wet road.
Darcy and also succeeds in recuperating the relationship with his 15-year-old daughter.
6. There is no text at the end of the commercial, only the Nike logo.
7. The clip hits the mark and the Nike team want to sign right away. DEFINITION GRAPHIC DESIGN PROFESSION
BEFORE WATCHING
it creates
9 Read this short text about what an Advertising Executive does and fill in the blanks with the given words. AFTER WATCHING art of visual concepts
department • message • conferences • budgets • fulfilled • concepts • communication • agency • competitive • brainstorming selecting to convey
and APPLICATION
12 Answer the questions and discuss. HISTORY information
combining
The Advertising Executive supervises the production of reviewing copy and design material, including 1. How does Nick Marshall manage visual all areas that it needs
an ad campaign and develops plans to increase sales for 6. .......................................... for TV commercials, newspaper to communicate the feelings and elements PREHISTORY deal with teamwork
sensations experienced by those and text communication
their clients’ businesses. The Advertising Executive is the ads, and billboards, and spending a lot of time in the into an it needs
who watch the commercial? form of
contact between the 1. .......................................... and the clients. boardroom, meeting with clients or 7. ....................................... effective expression 1922 several skills
2. Who do you think is the direct message
Even if they do not actually write anything, they are concepts with co-workers. target of the video clip?
term
responsible for deciding the core 2. .......................................... of The AE must have excellent 8. .......................................... skills, 3. How is the running woman defined? “graphic PURPOSES
1920s-1930s
a campaign. Her/his key responsibility is to make certain either with old clients or to ask for new business 4. How would the commercial have design”
changed if the customer persona solving
that the needs of clients are being 3. .......................................... by making sales calls, hosting dinners, or holding form of
had been a young man? communicative
expression FUTURE
within the limits of their 4. ........................................... It is business 9. ........................................... It’s a demanding and problems
necessary to know their business from the inside out. 10. .......................................... job, but it is also very rewarding evolution
with VR, AR satisfying
The AE closely works with the creative 5. ...................................., and exciting. consumer needs
and MR
184 ADVERTISING ADVERTISING 185
CLIP MAPPING YOUR MIND
Attività relative una breve clip Mappa concettuale, strumento
tratta da diverse tipologie di filmati utile per rappresentare la
le cui tematiche sono attinenti ai rete di relazioni tra i vari
contenuti presentati nel Modulo. argomenti del Modulo.
ONLINE RESOURCES TEACHER’S BOOK
Disponibili sul sito www.edisco.it: • Programmazione didattica / Piano di Lavoro
• file audio formato MP3 con la registrazione delle • Didattica inclusiva e BES
attività di ascolto • Test di verifica di tutti i Moduli e le Unità
• film clip e video • Esempi di Unità Didattica di Apprendimento
• approfondimenti relativi alle varie sezioni interdisciplinari
• approfondimenti di civiltà • Materiali per la preparazione dell’Esame di Stato
• agganci letterari • Soluzioni degli esercizi e note didattiche
• esempio di prova INVALSI • Audioscript delle attività di ascolto
CONTENTS
1
MODULE
COMMUNICATION AND GRAPHIC DESIGN GRAMMAR • Articles
ROUND UP
28
29
Unit 1.2 • Graphic design
• What is graphic design? 30
• The graphic designer 32
• Purpose and applications of graphic design 34
Social activism and graphic design 34
Design as a social and political commitment: Albe Steiner 34
• Evolution and future of graphic design 36
From Bohemian artists to modern graphic design 36
Unit 1.1 • Communication • Great graphic designers 38
• What is communication? 12 Brand identity and graphic design 38
• Types of communication 14
• Mass and interpersonal communication 16 GRAMMAR • Prepositions 40
• Channels of communication 18 ROUND UP 41
Television and the new media 18
Advantages and disadvantages of new media 18 VOCABULARY 42
• Visual communication 20
LIFE SKILLS Some real-life tasks 44
• Music as a form of communication 22
Music Therapy 22 CASE STUDY Whatsapp 45
• Subliminal communication 24 CLIP VIDEO A video curriculum 46
• Great communicators 26 MAPPING YOUR MIND 48
2
MODULE
PSYCHOLOGY AND MARKETING • Marketing goods and services
• People, societal and social marketing
70
72
Commercial and non-commercial advertising 72
• Great marketing agencies 74
GRAMMAR • Past tenses 76
ROUND UP 77
Unit 2.3 • Marketing applications
• Brands 78
Branding and positioning 78
• Logos 80
Unit 2.1 • Psychology
Logo analysis 80
• Consumer psychology 50
• Merchandising are mascots 82
Motivational research 50
• Packaging 84
Psychoanalysis shapes consumer culture 50
Packaging, what is it? 84
• Sensory marketing 52
LCA – Life Cycle Assessment 84
The use of colour in advertising 52
• Sponsor, endorses and influencers 86
• Shockvertising 54
The use of influencers in advertising 86
• Dreams and empathy 56
• Product placement 88
• The appeal of humor 58
• Great logos 90
• Guilt, fear and empowerment 60
Appealing to feelings and fear 60 GRAMMAR • Future tenses 92
A very peculiar kind of ad 60 ROUND UP 93
• Smart animals and children 62
• Great marketers 64
VOCABULARY 94
GRAMMAR • Present tenses 66 LIFE SKILLS A marketer’s approach 96
ROUND UP 67
CASE STUDY Coronavirus 97
Unit 2.2 • What is marketing? CLIP TV SERIES Mad Men 98
• Marketing 68 MAPPING YOUR MIND 100
3
MODULE
LAYOUT • Newspapers, tabloids and magazines
Modern newspaper layout design tips
120
120
• Book layout 122
• Comic strips 124
• Posters and billboards 126
• Great movie posters 128
GRAMMAR • Quantifiers 130
ROUND UP 131
Unit 3.3 • Digital layout
Unit 3.1 • The basics • Introduction to digital layout 132
• Typeface 102 • Web design and web advertising 134
Fonts 102 Online advertising and e-commerce 134
A new typography 102 • Mobile layout 136
• Colours 104 The mobile web 136
• Pictures, images, photos, illustrations... 106 • Social networks layout 138
• Composition 108 • Great icons 140
• Logos and labels 110 GRAMMAR • Indefinite pronouns 142
Packaging: design and labels 110 ROUND UP 143
• Great types 112
GRAMMAR • Comparatives and Superlatives 114
ROUND UP 115 VOCABULARY 144
LIFE SKILLS Memes... not only funny stories 146
Unit 3.2 • Paper CASE STUDY Harry Potter: the books that conquered the world 147
• Layout on paper 116 CLIP DOCUMENTARY The movable typeset 148
• Flyers, leaflets, brochures and booklets 118 MAPPING YOUR MIND 150
4
MODULE
ADVERTISING
Unit 4.2 • Feautures of advertising
• The language of advertising 166
• Colour, images, music and art in advertising 168
Sophisticated audience and stylish ads: cultural
references 168
• Effectiveness and feedback 170
• Analysis of a printed ad 172
• Analysis of a video commercial 174
The importance of post-production in commercials 174
Unit 4.1 • The basics of advertising • Great adverts 176
• What is advertising? 152
• Consumerism and the consumer society 154 GRAMMAR • Modal verbs in the present 178
Consumerism 154 ROUND UP 179
• Advertising categories and ethics 156
Advertising Standards Authority 156
• Advertising agencies and advertising campaigns 158 VOCABULARY 180
• Preparing an advertising campaign 160 LIFE SKILLS Thinking out creative ads 182
• Great ad campaigns 162 CASE STUDY Carosello,
Carosello, a milestone in the history
Great advertisers 162 of communication 183
GRAMMAR • Relatives 164 CLIP FILM What Women Want 184
ROUND UP 165 MAPPING YOUR MIND 186
5
MODULE
CREATIVE ARTS Unit 5.2 • Music
• Music in everyday life 206
Protest songs 206
• Music in advertising 208
• Music videos 210
• Music in films 212
The musical theatre 212
• Great film composers 214
GRAMMAR • The passive 216
ROUND UP 217
Unit 5.1 • Photography Unit 5.3 • Storyboard
• Communicating with light 188 • What is a storyboard? 218
• The importance of light in photography 190 • Storyboards for the film industry 220
• From photojournalism to photography • Storyboards for commercials 222
activism 192 • From story to storyboards: comic books 224
Photojournalism and its heroes 192 Charles Schulz and the Peanuts gang 224
Slightly out of focus 192 • Great illustrators 226
• The art of advertising photography 194
GRAMMAR • Reported speech 228
• Photography on the screen 196
ROUND UP 229
• The world of special photography 198
• Analysing a photograph 200
• Grea photographers 202
VOCABULARY 230
Documenting the bitter years 202
LIFE SKILLS Drafting a storyboard 232
GRAMMAR • Conditionals 204 CASE STUDY Marvel comics 233
ROUND UP 205
CLIP ANIMATION FILM Shrek 234
MAPPING YOUR MIND 236
6
MODULE
BIG AND SMALL SCREEN GRAMMAR • Connectors
ROUND UP
248
249
Unit 6.2 • Small screen
• A brief history of the small screen 250
• Genres of TV 252
Mad Men: a question of style 252
• Cartoons, the first animated television shows 254
• Documentaries, real TV, news 256
• Shooting events 258
Unit 6.1 • Big screen • Great anchors 260
• Films and film genres 238 GRAMMAR • Phrasal verbs 262
Adapting history and literature into films 238 ROUND UP 263
What is a logline? 238
• A very short history of cinema 240
What a director of photography does 240 VOCABULARY 264
Dogme 95 240
LIFE SKILLS Creating a video 266
• Animation films 242
• Analysis of a film 244 CASE STUDY Banning films: a unifying cause 267
How to write a film review 244 CLIP TRAILER The Monuments Men 268
• Great film directors 246 MAPPING YOUR MIND 2707
MODULE
PEOPLE AND INSTRUMENTS • Paper tools
How to print a book
284
284
• Web tools 286
The Internet and the web 286
• Great tools: computers 288
GRAMMAR • Prefixes and Suffixes 290
ROUND UP 291
Unit 7.3 • Software
• Screen software 292
Unit 7.1 • People Special and visual effects since the beginning 292
• TV and film crew 272 • Paper software 294
People working for the screen 272 • Building web pages and websites 296
• Paper printing jobs 274 Create your own website 296
Newspaper, magazine and book editors 274 • Great software: Adobe acrobat 298
• The world of the web 276 GRAMMAR • Gerund, Infinitive and Base form 300
Web designers vs UX designers 276 ROUND UP 301
• Great newspaper people 278
GRAMMAR • Used to, Would and Causative verbs 280
ROUND UP 281 VOCABULARY 302
LIFE SKILLS Creating a video and planning a website 304
Unit 7.2 • Tools CASE STUDY YouTube 305
• Screen tools 282 CLIP MUSIC VIDEO Up & Up by Coldplay 306
Development of cameras 282 MAPPING YOUR MIND 308
GLOSSARY 309ONLINE RESOURCES
Unit 3.3
1 COMMUNICATION AND
GRAPHIC DESIGN • Online advertising and 7 PEOPLE AND INSTRUMENTS
e-commerce 134
• The mobile web 136 Unit 7.1
Unit 1.1
• Television Literary bits: L. Sterne - The Life and • People working for the screen 272
and the new media
• of new mediaand disadvantages
Advantages
18 Opinions of Tristram Shandy, Gentleman • Newspaper,
book editors
magazine and
274
• Music Therapy
18 • Web designers vs UX designers 276
22
4 ADVERTISING Unit 7.2
Unit 1.2
• Social Unit 4.1 • Development of cameras 282
activism and graphic
• Consumerism 154 • How to print a book 284
design
• Design as a social and political
34
• Advertising Standards Authority 156 • The Internet and the web 286
commitment: Albe Steiner 34 • Great advertisers 162
Unit 7.3
• From Bohemian artists to
Unit 4.2 • Special and visual effects
modern graphic design
• Brand identity and graphic design
36
• Sophisticated audience and since the beginning 292
38 stylish ads: cultural references 168 • Create your own website 296
Literary bits: G. orwell – 1984 • The importance of post-
production in commercials 174 Literary bits: S. Butler – Erewhon
Literary bits: W. Shakespeare –
2 PSYCHOLOGY AND MARKETING Romeo and Juliet
EXTRA ONLINE RESOURCES
Unit 2.1
• Motivational research 50 5 CREATIVE ARTS
CIVILISATION
• Psychoanalysis shapes
50 Unit 5.1 • Geographical features
consumer culture
• The • Photojournalism and its heroes 192 • Climate, flora and fauna
use of colour in advertising
• A very peculiar
52
• Slightly out of focus 192
• History: the first invasions
•
Appealing to feelings and fear
kind of ad
60
60 • Documenting the bitter years 202
• History: the Middle Ages
Unit 2.2
Unit 5.2
• The • History: the Renaissance
• Commercial and non-commercial
Protest songs
• musical theatre
206
• History: the Age of Revolutions
advertising 72
212
• History: The 19 century
th
Unit 2.3
Unit 5.3
• Charles • History: The 20 century until 1945
th
• Branding and positioning 78
Schulz and the
Peanuts gang 224 • History: The 20 century since 1945
th
• Logo analysis 80 • History: The contemporary age
• Packaging, what is it? 84
Literary bits: T. S. Eliot - Old Possum’s
Book of Practical Cats • Population and Language
• The use of influencers
LCA – Life Cycle Assessment 84 • Habits
• in advertising • Political geography
86
6 BIG AND SMALL SCREEN • The political system
Literary bits: D. De Lillo – White Noise
Unit 6.1
• Political parties and elections
• Adapting history and literature • Education
3 LAYOUT
into films 238 • Social security
• What is a logline? 238 • Economy
Unit 3.1
• What a director of photography
240
• The European Union
• Fonts 102
does
• Dogme 95 240 • Euopean institutions
• APackaging:
new typography 102 • How to write a film review 244 • International organisatons
• design and labels 110
Unit 6.2
Unit 3.2 • Mad Men:
Men: a question of style 252 MORE MATERIAL
• Modern newspaper layout Literary bits: F. S. Fitzgerald – • Art
design tips 120 The Last Tycoon • The world of work
www.edisco.it/new-images-and-messages3
MODULE
LAYOUT
Unit 3.1 • The basics
• Typeface
• Colours
• Pictures, images, photos, illustrations...
• Composition
• Logos and labels
• Great types
Unit 3.2 • Paper
• Layout on paper
• Flyers, leaflets, brochures and booklets
• Newspapers, tabloids and magazines
• Book layout
• Comic strips
• Posters and billboards
• Great movie posters
Unit 3.3 • Digital layout
• Introduction to digital layout
• Web design and web advertising
ONLINE RESOURCES • Mobile layout
• Social networks layout
L. Sterne – The life and Opinions
of Tristram Shandy, Gentleman • Great icons
• 1013.2 PAPER
LAYOUT ON PAPER
■ Definition
The term was used to
define paper arrangement, Page layout refers to the aesthetic process
but currently it is used to of arranging text, images, and other
describe the layout of web objects on a page to produce eye-catching
pages as well. documents able to grab the readers’
attention or to pass on information in the
easiest and clearest possible way. It is the
Piet Mondrian (1872-1944) term used to describe how each page will
was a Dutch painter, pioneer appear when printed.
of 20th century abstract art. Page layout techniques are used to
tailor the appearance of any type of ■ The basics of page layout
publication to its main goal: informative, There are some fundamental elements
What exactly are focal marketing, promotional and for business to take into account when designing the
points? or entertainment purposes. layout of a page:
• visual hierarchy, which helps the
■ Types reader to deduce the informational
The theory behind Types of graphic layout are: structure of the page;
grouping and alignment • Mondrian layout , which refers to a • visual flow, which deals with the trail
was developed early in layout with squared, landscape or
the 20th century by the that readers’ eyes tend to follow as
Gestalt groups and their portrait forms in parallel lines; they scan the page and the position of
psychological theories. • circus layout, which refers to the focal points;
irregular composition of its elements; • grouping, which consists in the
• multi-panel layout, which is divided combination of elements on a page
into different sections with the same according to their relatedness;
regular shape; • alignment, which is used to associate
• silhouette layout, which uses an things with one another to emphasise
illustration or photographic technique their similarity.
and emphasis through shadow;
In any case, all layouts start from
• big-type layout, used mainly for the graphic grid: a subdivision of
headlines, which focuses on font sizes; the workspace through vertical and
• alphabet-inspired layout, which horizontal lines aimed at organising the
focuses on the arrangement of letters spaces and delimiting the elements that
to create the impression of a story. will make up a project.
to deal with: avere a che
fare con
to deduce: dedurre
eye-catching: accattivante
to focus: mettere a fuoco
to grab: afferrare
relatedness: relazione
to scan: scansionare
to tailor: personalizzare
116 LAYouT1 Answer the questions.
1. What is page layout? 4. What are the basic elements to consider in page
2. What types of page layouts do you layout?
know of? 5. Briefly talk about the four basic elements of page
3. Briefly explain the differences in the six layout.
types of graphic design. 6. What is the grid?
2 Look at the pictures and match them with their correct graphic layout.
1. ..................................................................... 2. ..................................................................... 3. .....................................................................
4. ..................................................................... 5. ..................................................................... 6. .....................................................................
3 3.1
Listen to the text and complete the picture with the correct names.
1. ....................................... 2. .......................................
7. .......................................
3. .......................................
6. .......................................
4. .......................................
5. .......................................
8. ....................................... 3.2 • PAPER 117FLYERS, LEAFLETS, BROCHURES AND BOOKLETS
Useful advertising tools that exploit ■ Brochures
In the past, flyers would
usually promote events, the press are leaflets, flyers, brochures Brochures always have folds; they
night clubs, and music gigs, and booklets. They are all intended to may have different sizes and shapes,
whereas leaflets would communicate information to an audience, and sometimes they are stapled.
generally give information and different shapes and styles are used They are meant to be given out only
or advertising for political to do so in the best way. to people who show a certain degree
parties.
of interest in the company, product or
■ Flyers brand, therefore an increased financial
Flyers are single, unbound and unfolded investment is justified to produce a
In the UK, both flyers sheets, single or double-sided, with three-dimensional product that allows
and leaflets – also called different dimensions. Their quality is not for more creativity.
throwaways – are VAT
excellent because they are meant to be They typically have more pictures than
exempt.
distributed in very large quantities, words and are commonly used for
therefore their cost is relatively low. They giving a variety of information about
work best for localised, one-time events a company, an event, a campaign, a
How many pages can a and promotions and they must attract product or a service. Because they are
booklet have?
attention in a very short time span, to be more frequently handled, they are
before they are thrown away. generally printed on more durable paper
or cardstock.
■ Leaflets
Leaflets are similar to flyers, in that they ■ Booklets
are single unfolded sheets, either single Booklets are flat and do not have folds,
or double-sided, but they are of superior however they are bound and consist of
quality and, though distributed in large more pages . Obviously, they are
cardstock: cartoncino quantities and still quite inexpensive, intended to be durable and are therefore
exempt: esente they tend to be kept longer and stored in more expensive, which is why they are
stapled: pinzati
popular venues. They are generally used used for giving more in-depth
throwaway: usa e getta
unbound: non rilegato for information that has a slightly longer information about a company and its
unfolded: non piegato shelf life. products and services.
1184 Match the definitions with the types of brochures.
Types of Brochures two panels, and then in half again, to form two
Brochures vary according to their numerous folding parallel folds.
options; picking the right type of brochure fold can 5. The half-fold brochure is folded once down the
be very challenging, since it affects the way the middle. Because of the limited number of pages,
information is laid out and can have a significant it is the best for product presentations.
impact on the brochure’s design. 6. The roll fold brochure has four creases and eight
1. The double-gate fold brochure is a folded sheet pages available for content and images; therefore, it’s
of paper on each side, creating two side panels that best used for detailed, content-rich handouts, such as a
open like gates, and then folding the sheet in half. step-by-step guide or an informational booklet.
2. The French fold brochure is a unique fold that 7. The accordion fold divides a brochure into four panels
divides the brochure into four panels. It often has which fold on top of one another, like an accordion,
one large image on the inside four panels. ideal to detail a step-by-step customer tutorial.
3. The gate fold brochure divides the paper into 8. The Z-fold brochure divides a single sheet of
three unequal panels. paper into three folds, in a zig-zag shape.
4. The double parallel fold brochure, ideal for lists of Adapted from: https://www.nextdayflyers.com/resources/printing/
products and services, folds paper in half to form types-of-brochure-folds-and-their-applications.html
a. b. c. d. e. f. g. h.
5 Read these features and say to which type of publication they may refer to: Flyer (F), Leaflet (L), Brochure (Br)
or Booklet (Bo).
1. They always have folds.
2. They are stapled.
3. They are not very high-quality.
4. They are flat, not folded, and have many
pages.
5. They usually have more pictures than
words.
6. They can be of different dimensions.
7. They are single, unfolded sheets.
8. They can be printed on cardstock.
9. They are very expensive.
10. They are usually given to selected people.
11. They are usually distributed in very large
quantities.
12. They are used to give in-depth information.
3.2 • PAPER 119NEWSPAPERS, TABLOIDS AND MAGAZINES
■ Common features
The weight is technically
defined as “the weight When creating a newspaper or magazine
of a sheet of paper of a layout, proportions are fundamental:
square metre of surface”. images, text and white space must
It is measured in grams alternate harmoniously, creating a visual
per square metre (g/m2) or continuum which favours reading and
simply in grams (g).
searching, catches the readers’ interest
and maximises the effectiveness in
presenting information. Moreover, it is
Broadsheet newspapers necessary to carefully select the most
developed after the British suitable paper. Each type of paper is
government in 1712,
imposed a tax on newspaper
characterised by weight , processing and
manufacturers based on the finish that determine its transparency,
number of pages. visual appearance, weight, thickness,
degree of opacity, touch effect and
durability. Broadsheet (or quality) newspapers are
Surf the net and find usually written in a matter of fact style,
the typical sections of a ■ Newspapers with formal language, and are known for
broadsheet newspaper. Newspapers focus on catchy headlines to their simple layout and design. They are
create interest in the reader and they tend generally considered serious and reliable.
to follow a precise structure. Their sizes Tabloids, instead, have come to
Do you know where the word have not been standardised but the most be identified as newspapers which
“magazine” comes from? common are: often focus on less serious content and
• broadsheet : 600 mm×750 mm. sensational material. They contain many
This size, however, is losing pictures, and their language is simple
popularity in favour of the tabloid size and colloquial.
ONLINE RESOURCES for its economic and handling
• Modern newspaper layout convenience; ■ Magazines
design tips • tabloid: 432×279 mm. Magazines are polished-paper
periodical publications containing long
articles on a variety of subjects. They
to maximise: massimizzare generally inform or present analyses and
niche: di nicchia
polished-paper: carta lucida
points of view. Structurally, a magazine
is divided into macro sections with
recurring graphic parts: cover, editorial
pages, insights and fixed sections.
There are three main categories of
magazines:
• common interest publications,
written for a general audience of
everyday people, covering a broad
range of topics;
• special interest collections, with
specific topics, such as fishing,
cooking, computers, or photography;
• professional publications, which
have content for niche groups, such as
doctors, bankers, or marketers.
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