Nadia Sanità

Antonio Saraceno

Donatella Bottero

L'argomento
 Images &amp; Messages N.E. è un testo 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.
 
 La struttura
 Images &amp; Messages N.E. è diviso in sette Moduli, ognuno dei quali è ripartito in un numero variabile di unità.
 Ogni Unità è suddivisa in brevi Capitoli su due pagine – teoria ed esercizi – per favorire uno studio più parcellizzato e la scelta antologica da parte dell’insegnante. Brevi link (curiosità, ampliamenti, rimandi, citazioni, attività o mini-approfondimenti) arricchiscono i brani per consentire una maggiore interattività. Alcune rubriche di approfondimento o curiosità corredano la pagina degli esercizi e 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:
 • Grammar – Revisione delle strutture grammaticali più comuni con esercizi di rinforzo calati nel contesto;
 • Round up – Esercizi ricapitolativi su lessico e contenuti dell’Unità per consentire un efficace consolidamento.
 Al termine di ogni Modulo, il testo propone ulteriori attività:
 • Vocabulary – Esercizi di revisione e consolidamento;
 • Life skills – Compiti di realtà e collaborativi, lavori di gruppo con un taglio di tipo pratico calato nella realtà;
 • Case study – Argomento di attualità corredato di esercizi mirati all’approfondimento e alla discussione;
 • Clip – Breve clip tratta da diverse tipologie di filmati;
 • Mapping your mind – Mappa concettuale riepilogativa.

Module 1 - Communication and graphic design

Unit 1.1 - Communication

Unit 1.2 - Graphic design

VOCABULARY

LIFE SKILLS Some real-life tasks

CASE STUDY Whatsapp

CLIP VIDEO A video curriculum

MAPPING YOUR MIND 48

Module 2 - Psychology and marketing

Unit 2.1 - Psychology

Unit 2.2 - What is marketing?

Unit 2.3 - Marketing applications

LIFE SKILLS A marketer’s approach

CASE STUDY Coronavirus

CLIP TV SERIES Mad Men

MAPPING YOUR MIND

Module 3 - Layout

Unit 3.1 - The basics

Unit 3.2 - Paper

Unit 3.3 - Digital layout

LIFE SKILLS Memes... not only funny stories

CASE STUDY Harry Potter: the books that conquered the world

CLIP DOCUMENTARY The movable typeset

Module 4 - Advertising

Unit 4.1 - The basics of advertising

Unit 4.2 - Feautures of advertising

LIFE SKILLS Thinking out creative ads

CASE STUDY Carosello, a milestone in the history of communication

CLIP FILM What Women Want

Module 5 - Creative arts

Unit 5.1 - Photography

Unit 5.2 - Music

Unit 5.3 - Storyboard

LIFE SKILLS Drafting a storyboard

CASE STUDY Marvel comics

CLIP ANIMATION FILM Shrek

Module 6 - Big and small screen

Unit 6.1 - Big screen

Unit 6.2 - Small screen

LIFE SKILLS Creating a video

CASE STUDY Banning films: a unifying cause

CLIP TRAILER The Monuments Men

Module 7 - People and instruments

Unit 7.1 - People

Unit 7.2 - Tools

Unit 7.3 - Software

LIFE SKILLS Creating a video and planning a website

CASE STUDY YouTube

CLIP MUSIC VIDEO Up & Up by Coldplay

Glossary

CLIP FILM: WHAT WOMEN WANT Nancy Meyers DIRECTOR: 2000 RELEASE DATE: Paramount Pictures, Icon Entertainment International, Wind Dancer Productions PRODUCTION: Mel Gibson (Nick Marshall), Helen Hunt (Darcy McGuire), Marisa Tomei (Lola), Ashley Johnson (Alex Marshall) CAST: SYNOPSIS Nick Marshall, a Chicago advertising executive, strongly believes in himself. He is expecting a big promotion at the advertising firm where he works, but instead, his manager announces that he is hiring Darcy McGuire as the new Ad Executive to the firm’s appeal to women. Darcy tasks the staff, including Nick, to develop advertising ideas for a series of feminine products she distributes at the staff meeting and Nick, drunk, while testing a few items at home, falls into his bathtub while holding an electric , giving himself an electric shock and is knocked unconscious. The next morning Nick to discover he has a new gift: he can read women’s minds and hear women’s thoughts. So, he starts to Darcy’s best ideas: it is a dirty , but he is ambitious and . At first horrified, Nick realizes that there are some real advantages to being the only man in the world who knows what women really think. He uses his ability to manipulate women, including Darcy and a pretty coffee shop waitress. But it that women do not think about Nick the way that he thought they did, and he is forced to think about himself in a new way. Nick cannot avoid seeing all his mistakes, and starts correcting them. He falls in love with Darcy and also succeeds in recuperating the relationship with his 15-year-old daughter. broaden hairdryer awakens steal trick shameless turns out GLOSSARY to awaken: risvegliarsi to broaden: ampliare hairdryer: asciugacapelli shameless: senza vergogna to steal: rubare trick: trucco to turn out: scoprire BEFORE WATCHING 9 Read this short text about what an Advertising Executive does and fill in the blanks with the given words. department • message • conferences • budgets • fulfilled • concepts • communication • agency • competitive • brainstorming The Advertising Executive supervises the production of an ad and develops plans to increase sales for their clients’ businesses. The Advertising Executive is the contact between the .......................................... and the clients. Even if they do not actually write anything, they are responsible for deciding the core .......................................... of a campaign. Her/his key responsibility is to make certain that the needs of clients are being .......................................... within the limits of their ........................................... It is necessary to know their business from the inside out. The AE closely works with the creative ...................................., reviewing copy and design material, including .......................................... for TV commercials, newspaper ads, and billboards, and spending a lot of time in the boardroom, meeting with clients or ....................................... concepts with co-workers. The AE must have excellent .......................................... skills, either with old clients or to ask for new business by making sales calls, hosting dinners, or holding business ........................................... It’s a demanding and .......................................... job, but it is also very rewarding and exciting. campaign 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Technical English for Graphic Design and Arts, Communication, Advertising and Audio-Visual Production

Images & Messages, N.E.

English for Graphic Arts, Communication, Design and Audio-Visual Productions

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