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 COPYRIGHT AND CREATIVE COMMONS Copyright and Creative Commons are both systems that deal with the rights of creators over their original works. However, they approach these rights from different perspectives and offer different levels of control and permission for sharing and reuse. the work, but you cannot use it for commercial purposes.   Attribution / ShareAlike (CC BY-SA): it requires you to attribute the source of the work. You are allowed to make changes to the work, but any derivative works you create must also be released under a CC BY-SA license.   Attribution / Non-Commercial / ShareAlike (CC BY-NC-SA): it requires you to attribute the source of the work. You are allowed to make changes to the work, but you cannot use it for commercial purposes, and any derivative works you create must also be released under a CC BY-NC-SA license.   What difference? In copyright all rights are reserved except those expressly granted. Under Creative Commons (CC), all rights are granted except those expressly reserved. CC materials do not reside in the public domain and the creator still retains legal ownership of the work, however, unlike traditionally copyrighted materials, all CC materials may legally be redistributed to anyone, at any time, indefinitely. In addition, most CC materials can be revised and remixed before being redistributed. The exact permissions required for a particular work depend upon what CC license is applied to it.   Creative Commons licences There are six different license types, listed from the most to least permissive.   Attribution (CC BY): it requires you to attribute the source of the work. All other uses are allowed.   Attribution / Non-Commercial (CC BY-NC): it requires you to attribute the source of the work. You are allowed to change 18   GROUP WORK Follow the instructions.   Split up into groups.   Choose a (digital) magazine article.   Prepare a poster or a presentation to show how that same article could be used, adapted, or changed depending on the six CC licenses. 148 Layout   Attribution / Non-Derivative (CC BY-ND): it requires you to attribute the source of the work, and prohibits you from making any changes to the work.   Attribution / Non-Commercial / NonDerivative (CC BY-NC-ND): it requires you to attribute the source of the work and prohibits you from making any changes to the work or using it for commercial purposes. Adapted from: https://fredonia.libguides.com/oer/creativecommons 

REAL-LIFE SKILLS 19   GROUP WORK Follow the instructions. Step 1 Step 4 Read the following text. Design a cover for the book by keeping in mind the following steps. Designing a compelling and effective cover is crucial for a book s success. Think of it as the book s first approach with a potential reader. A well-designed cover can:   grab attention: in a crowded marketplace, a striking cover can make your book stand out;   convey genre and tone: the visuals, typography, and colours should immediately signal what kind of book it is (thriller, romance, historical fiction, etc.) and its overall feel (serious, light-hearted, dark, etc.);   communicate the essence of the story: while not giving away plot details, the cover can hint at the themes, mood, or key elements of the narrative;   create a professional impression: a thoughtfully designed cover lends credibility to the book and the author;   increase sales: a compelling cover can entice readers to pick up the book, read the synopsis, and hopefully make a purchase. A poorly designed cover, on the other hand, can turn potential readers away, even if the content is excellent. It might look amateurish, misrepresent the genre, or simply be unappealing. 1. Identify the core message: define the essence of your book using these suggestions:   What s the main feeling or idea you want to convey? Is it thrilling suspense, heart-warming romance, rebellious energy, or thoughtful reflection?   Who is your target audience? Tastes, expectations, and visual preferences.   What are the key selling points? It might be the genre, a well-known author, or a captivating premise. 2. Gather essential information: title and subtitle, author, and publisher. 3. Establish hierarchy and composition: determine the focal point, create visual hierarchy, consider the rule of thirds and negative space. 4. Sketch initial layout ideas. 5. Choose typography (select fonts that are legible and consider the mood, genre, and target audience) and colour palette (choose colours that evoke the desired emotions and align with the subject matter). 6. Create a mock-up and share it with teachers and classmates. Step 2 Split up the class into four or five groups of three or four students. Step 3 Choose a famous best-seller most students of the group know about or have read. to entice: allettare mock-up: modello Layout 149 

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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