Analyzing Visual TextsA Brief

(but Interesting) Lesson

AP English Language and CompositionMrs. McCottrell

Definition

• Element– Every text is made up of individual elements.

Elements in a text might include specific words or phrases, colors, and individual images that are used—all of which audiences can read individually—to form an overall, cohesive meaning for the text. Although element doesn’t seem much more specific than thing, it is the placement and relation of the elements in a text that offers meaning for the whole. This photograph can be split into individual elements. Each of these elements can be broken down and categorized to add up to whole.

Huynh Cong Ut's picture of a naked Vietnamese girl running in agony from a napalm attack

Let’s analyze some of the

photograph’s elements

What does this element evoke (independent of the whole)?

What does this element evoke (independent of the whole)?

What does this element evoke (independent of the whole)?

What does this element evoke (independent of the whole)?

How do the elements work together to generate one common idea?

Definition

• Contrast– Contrast is the difference between elements such

that the combination of those elements makes one element stand out from another. Contrast can be determined by comparing elements in a text. Color, size, placement, shape, and content can all be used to create contrast in a text.

Here you see contrasting size and color—black against white.

Here you see contrast in color shape and size.

What contrasts exist here?

Analysis

• When we break down texts into their individual elements, our analysis involves thinking about all the choices the designer, artist, or photographer had to make about these elements. Here I’ve taken an individual element out of its larger context—a single word—to help you practice thinking about the difference that seemingly simple choices like color and font make.

This typeface and lush green font give this word a human, earthy feel.

earth

How do these different colors change the way you read this word?

earth

earth

earth

earth

Analysis

• When you think about contrast between elements which share one thing in common, you want to consider points of difference. The images on the next slides all show the same word—dream—but with different typefaces, colors, an backgrounds. How do they contrast? Think about how the fonts and colors carry their own connotations and graphic impact that change how you might read the literal, dictionary definition of dream.

dream

AssignmentAs you work through these questions, you’ll be analyzing the impact of basic design choices—how elements connect and contrast. You will need to tear and share for these next questions.

1. What are the major elements in this ad? Remember that the examples you’ve seen include words or groupings of words, images, a boxed frames, etc.

Assignment2. Do the words at the bottom of the ad represent one or two elements? To be one element, they would need to function as a single item to have one main meaning. To be more than one element, there must be some contrast between the words that separates them.

Assignment3. What elements provide the most contrast in this ad? Remember that contrast can take advantage of color and size. If there is more than one element that provides contrast, which one do you see first when you look at the ad? Why do you think you notice that one first? (Is it because of size, color, or some other design feature?) What element is it in contrast with to make it stand out the most?