Nadia Sanità

Antonio Saraceno

Donatella Bottero

Argomento e obiettivi del testo
 
 Images &amp; Messages è un corso di inglese specialistico per gli studenti dei corsi con indirizzo Grafica e Design, Comunicazione visiva e pubblicitaria, Multimedia e produzioni audiovisive, Servizi culturali e dello spettacolo.
 
 I contenuti sono ordinati secondo criteri di graduale complessità concettuale e linguistica e vengono esplorati utilizzando le quattro abilità in modo omogeneo e integrato.
 I brani offrono un assortimento di stili, registri e livelli di difficoltà, e sono tratti da fonti diverse ed autentiche: libri e manuali, riviste e quotidiani online e siti web, anche specialistici.
 
 Il testo si propone di:
 
 <ul><li>far acquisire le competenze necessarie per comprendere testi che presentano termini, espressioni, strutture sintattiche e modalità discorsive specifiche del linguaggio settoriale;
</li><li>migliorare le capacità di ricezione e produzione orale e scritta, anche tramite attività tipo Preliminary, FCE e IELTS;
</li><li>consolidare abitudini grammaticali corrette;
</li><li>incoraggiare l'autonomia linguistica e la soluzione di problemi;
</li><li>stimolare l'interesse e la partecipazione attiva degli studenti, dando spazio alla loro esperienza personale e a problematiche di attualità.
</li></ul>La struttura
 
 Images &amp; Messages è diviso in sette Moduli, ognuno dei quali ripartito in un numero variabile di Unità.
 Ogni Unità è suddivisa in brevi Capitoli su due pagine – teoria ed esercizi – per favorire sia uno studio più parcellizzato, sia la scelta antologica da parte dell'insegnante.
 Brevi link (curiosità, ampliamenti, rimandi, attività o mini-approfondimenti) arricchiscono i brani per consentire una maggiore interattività. Un ricco apparato iconografico correda i brani di lettura, per ognuno dei quali è previsto un esauriente glossario.
 
 Ogni Unità si conclude con due sezioni:
 
 Civic education: tematiche legate all'educazione civica e alla cittadinanza;
 Real-life skills: compiti di realtà e collaborativi, lavori di gruppo con un taglio di tipo pratico calato nella realtà.
 Alla fine di ogni Modulo, il testo propone ulteriori attività:
 
 <ul><li>Vocabulary: esercizi di revisione e consolidamento;
</li><li>Key people: persone influenti nell'ambito dell'argomento trattato;
</li><li>Case study: analisi di un evento, un'organizzazione o un problema specifico;
</li><li>Clip: brevi filmati tratti da opere cinematografiche;
</li><li>Mapping your Mind: mappa riepilogativa per rappresentare la rete di relazioni tra i vari argomenti del modulo.
</li></ul>Contenuti digitali integrativi
 
 <ul><li>Video per attività di listening e speaking
</li><li>Tracce audio in formato mp3
</li><li>Schemi e mappe interattive
</li><li>Testi per attività di approfondimento e di esercitazione
</li><li>Schede di civiltà comparata UK vs US
</li></ul>Teacher's Book. Disponibile sia in formato cartaceo sia digitale.
 
 <ul><li>Programmazione didattica / Piano di lavoro
</li><li>Didattica inclusiva e BES
</li><li>Agenda 2030
</li><li>Test di verifica di tutte le Unità e i Moduli, in formato editabile
</li><li>Soluzioni degli esercizi e note didattiche
</li><li>Audioscript delle attività di ascolto e dei video</li></ul>

MODULE 1 – COMMUNICATION AND PSYCHOLOGY

Unit 1.1 – Communication

What is communication?

Types of communication

Channels of communication

New forms of communication

Big data and customer profiling

CIVIC EDUCATION – Aggressive communication

REAL-LIFE SKILLS

Unit 1.2 – Psychology

Psychology and communication

Colour and music

Shock and provocation

Dreams and empathy

The appeal of humour

Feelings and empowerment

Animals and children

CIVIC EDUCATION – Fake news

VOCABULARY

KEY PEOPLE

CASE STUDY – A revolution in communication: the SMS

CLIP FILM – The King's Speech

MAPPING YOUR MIND

MODULE 2 – MARKETING AND ADVERTISING

Unit 2.1 – Marketing

Marketing, an introduction

Market analysis

The marketing mix

New marketing trends

Digital and social media marketing

Marketing control

CIVIC EDUCATION – Ethical marketing

Unit 2.2 – Marketing applications

Branding and brand positioning

Logos

Merchandising and mascots

Packaging and labelling

Other forms of marketing

CIVIC EDUCATION – Over-packaging

Unit 2.3 – Advertising

Promotion and advertising

Advertising campaigns

Advertising categories and style

Digital advertising media

The language of advertising

Analysing a printed ad

Analysing a video commercial

CIVIC EDUCATION – Cross-cultural advertising

CASE STUDY – A revolution in advertising: storytelling

CLIP FILM – Air

MODULE 3 – GRAPHIC DESIGN

Unit 3.1 – Graphic design, the basics

What is graphic design?

History of graphic design

Creativity

CIVIC EDUCATION – The importance of social awareness in graphic design

Unit 3.2 – Types of graphic design

Business design

Digital and print designs

Visual design

CIVIC EDUCATION – The role of visual storytelling in civic education

CASE STUDY – Packaging as a vehicle of identity and rebellion: Liquid Death

CLIP FILM – Jobs

MODULE 4 – LAYOUT

Unit 4.1 – The basics

Typeface

Colours

Pictures, images, photos, illustrations…

Composition

Logos and labels

CIVIC EDUCATION – National flags

Unit 4.2 – Layout on paper

An introduction

Flyers, leaflets, brochures, and booklets

Newspapers, tabloids, and magazines

Book and book cover layout

Comic strips

Posters and billboards

CIVIC EDUCATION – Copyright and Creative Commons

Unit 4.3 – Digital layout

Introduction to digital layout

Web design and mobile layout

Social networks layout

CIVIC EDUCATION – Website cookies

Civic education NATIONAL FLAGS The colours and designs of national flags are not arbitrarily selected but rather represent aspects of a country s history, ideals, culture, or religion. Many flags share a common origin, forming  flag families  often connected by both shared traditions and geographical proximity.   The Christian cross The Christian cross, prominently used during the Crusades, is featured in some of Europe s oldest flags still in use. For example, the British flag, known as the Union Jack, is a merge of the crosses of St George (representing England), St Andrew (for Scotland), and St Patrick (associated with Ireland). Several other European flags also feature crosses, including those of Norway, Sweden, Finland, Denmark, Greece, and Switzerland.   Royal colours In Europe, around the 12th and 13th centuries, royal families began using special symbols called coats of arms. These symbols later became their flags. Today, most countries don t have these symbols on their flags. However, the colours from those old coats of arms are still seen in the flags 14   GROUP WORK Follow the instructions.   Split up into groups of three or four students.   Assign each group one or two national flags based on geographical regions, shared colour palettes, specific symbols, or personal interest.   Research and take notes about: visual description, symbolism, history, cultural heritage, connections to other flags.   Present your results creatively. coat of arms: blasone, stemma fairness: equit , correttezza merge: fusione 134 Layout of Poland, Belgium, Germany, Spain, Hungary, Luxembourg, and Monaco. Austria, San Marino, and Liechtenstein are small countries whose flags still show the original royal symbols.   Freedom colours One of Europe s famous striped flags was the red, white, and blue of the Netherlands. Because this flag was used during their long fight to be free from Spain, these colours became symbols of freedom and a government without a king or queen. France made this connection even stronger when they chose the same colours, but with stripes going up and down instead of sideways, after their big revolution in 1789. When the United States became independent, they also chose these colours for their flag, the Stars and Stripes, but that was because they used to be connected to Britain and the colours of the British flag. Other countries in Europe and in South and Central America also picked flags with three colours to show they believed in the same ideas of freedom as the French flag, fairness and brotherhood. Adapted from: https://www.britannica.com/topic/ heraldry/The-scope-of-heraldry 

REAL-LIFE SKILLS 15   GROUP WORK Follow the instructions. Step 1 Split up into groups of four students. Step 2 Read the following text. 7 Reasons Why a Logo Is Important Why is a logo important? Because it grabs people s attention, makes a strong first impression, is the groundwork of your brand identity, is memorable, marks you apart from competitors, fosters brand loyalty, and is expected by your audience. Having a logo is an integral part of making your brand a successful one   right up there with having highquality products and positive references. Since today s consumers have very short attention spans, a well-designed logo must quickly capture attention and communicate your company s main values effectively. This means a strong logo can turn that short attention span into an advantage by making a positive first impression. Colours, tones, fonts   all of this is determined by the story you re trying to tell, and your logo sets the stage for this story. Logos are a point of identification: they re the symbol that customers use to recognise your brand. Ideally, you ll want people to instantly connect the sight of your logo with the memory of what your company does   and, more importantly, how it makes them feel. A well-designed company logo can communicate everything from the company s background (professional, relaxed, fun) to their mission (entertainment, efficiency, and innovation) through the right icon or proper font. Adapted from: https://www.tailorbrands.com/logo-maker/ why-a-logo-is-important Step 3 Step 6 Think of a famous, long-standing logo and discuss its possible mission and origin. Draw a timeline of these changes with a short description and relevant pictures. Electric motor cross section Simplified cross section Cross section segment Tesla logo 2004 2009 2013 2017 2019 Step 4 Search the web for the changes the logo may have undergone. Step 7 Using the same colours, restyle the logo without disrupting its mission. Step 5 Identify the most important and meaningful ones. Layout 135 

Indirizzo Grafica e Design, Comunicazione visiva e pubblicitaria, Multimedia e produzioni audiovisive, Servizi culturali e dello spettacolo.

Images and Messages, 3rd Edition

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