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 WEBSITE COOKIES 10   GROUP WORK Follow the instructions.   Split up into groups.   Read the introductory text given below.   Discuss the following concepts together:   data privacy: understand how websites collect personal information; We use cookies and similar technologies to help personalise content, tailor and measure ads, and provide a better experience. By clicking accept, you agree to this, as outlined in our Cookies Policy.   digital footprint: realise that actions online leave a  trail ;   targeted advertising: learn how companies use data to personalise ads;   informed consent: discuss the importance of understanding privacy policies and giving consent;   online security: emphasise the risks associated with too much personal data being shared.   Do some research on the pros and cons of cookies including a set of tips on how to deal with them.   Prepare an infographic or presentation to present your data to the class.   Cookies A cookie is a small text file that a website stores on a computer or mobile device when its user visits the site. Their main purpose is to enable the site to remember the user s preferences (such as username, language, etc.) for a certain period of time, but they can also be used to collect anonymised statistics about the browsing experience on the sites. Under regulations like the General Data 156 Layout Protection Regulation (GDPR), websites are required to obtain the explicit, informed consent of users before placing non-essential cookies on a device, that is why every time you visit a website, you will be asked to accept or refuse cookies. Some of these non-essential cookies are, for example, social plug-in tracking cookies (used for analytics or market research) or cookies used for behavioural advertising. Adapted from: https://european-union.europa.eu/cookies_en 

REAL-LIFE SKILLS 11   Imagine you are part of a small team developing a new, niche social network aimed at a specific community. Follow the instructions. Step 1 Step 4 Read the introduction. Sketch the main feed layout (desktop & mobile). Planning the layout of a social network involves understanding user experience, visual hierarchy, and the core purpose of the platform. This task forces you to think about the practical application of design principles in a social context, moving beyond just aesthetics to consider how users will actually interact with and navigate the platform.   Desktop: In drawing a basic sketch consider:   the elements in each individual post (user profile picture, name, text, image or video, like/comment/share buttons);   possible sidebar content (trending topics, suggested users, ads, quick links to other sections);   navigation: places of the main navigation (home, profile, notifications, search); Step 2 Split up into groups and select a niche for your social network. Here are some examples, but feel free to come up with your own:   Local food enthusiasts: users share restaurant reviews, homemade recipes, local food events, and food photography.   Independent game developers: users share game development progress, ask for feedback, showcase art assets, and discuss coding challenges.   Urban gardeners: users share gardening tips, progress photos of their plants, ask for advice on pest control, and discuss local seed swaps.   content prominence: the most important content (larger images, prominent headlines).   Step 5 Design key user interaction elements. Follow these suggestions:   How would a user initiate creating a new post? Where would this button/icon be located, and what would its immediate visual feedback be?   How would  Like,   Comment,  and  Share  (or equivalent, specific to your niche) buttons look and function? Where would they be placed relative to the content?   How would users see new notifications, and what would the visual cue be?   Where would a search bar be located for easy access to find specific content or users? Step 3 Define the core user need and goal.     What is the primary reason people would use this specific social network? (e.g. to get expert advice, to find local events, to showcase their work) Mobile: Adapt your desktop sketch for a mobile phone screen. How would the layout stack? What elements might be hidden or rearranged to optimise for a smaller display? What is the main action you want users to take on the feed? (e.g. interact with posts, discover new content, share their own updates). 157 

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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