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

5.4 NEW FORMS OF CREATIVITY 88 Sean Baker shot the movie Tangerine (2015) with three smartphones. Search the net and find at least three more movies shot in the same way. MOBILE APPLICATIONS The advent of smartphones and tablets has revolutionised the Internet experience, integrating digital media into everyday life. Smartphones offer advanced features beyond communication and Internet connection, allowing audio and video playback, photo display, and the access to a multitude of applications of different kinds.   What is an app? A mobile application, or app, is a type of application software specifically designed and developed to run on small, wireless mobile devices such as a smartphone or a tablet. Each app comes with a specific function, design, and purpose and, as such, it can be considered a new form of contemporary art, full of creativity and ingenuity, which sometimes also gives users the chance to develop their own creativity. to craft: creare crooked: arricciato, critico earthquake: terremoto errand: commissione to give vent to: dare sfogo a ingenuity: astuzia, ingegno 202 CREATIVE ARTS   Types of apps Nowadays, there is a mobile application for everything, and developers provide new ones every day to cater to the different needs of the market while at the same time giving vent to their imagination. The most common types are: economy and finance apps, productivity and utility apps, enterprise and customer care apps, communication apps, gaming apps, travel apps, news and consultation apps, health, fitness, and sports apps, educational apps, entertainment apps, and lifestyle and trends apps.   Creativity in apps Other apps, instead, allow for the development of creativity, in particular photo, video, and music producing and editing apps, and graphic and design apps. Platforms are made available both to professionals and the general public to experiment, sketch one s dreams, or professionally craft intricate designs. Mobile devices, equipped with digital art apps, can help talented people create a potential masterpiece: art is no longer the domain of the privileged few. Mobile gadgets have opened the door to the artist within everyone, breaking down barriers and democratising creativity, making art accessible and engaging. 

Unit 5.4 – New forms of creativity

1 What type of apps  1. provide users with information about what s going on in the world? 5. allow users to draw on their device? 2. inform users about what to see in a certain place, adding details about it? 7. help users to keep track of their appointments and errands? 3. allow users to watch a film on their device? 8. entertain users with multiple different games? 6. put distant users in contact with each other? 4. record a user s performances while running? 2 3 Using your own words and ideas, briefly say what apps can develop creativity and how. O R D W S Read the text and choose the correct option. The Photojournalist with the iPhone Using a mobile phone allows Michael Christopher Brown 1. to be / being / be somewhat invisible as a professional photographer; people see him as just another person in the crowd. Invisibility is particularly useful in countries ruled by dictators. However, when he was 2. chosed / chose / chosen to enter the prestigious Magnum agency in 2013, the choice was an earthquake in the world of photography. Within Magnum itself, some members opposed it, but Michael was 3. nevertheless / besides / thus admitted the 4. following / previous / after year. The crooked noses and controversy at the time were not due to the abilities of the photographer, but to his choice of using the Iphone as a working tool. What he 5. been / was / got criticised for was his use of the Hipstamatic app, which works on contrasts: the app automatically 4 89 O R D W S modifies the original image. Brown s shooting tool has been his iPhone 6. for / since / from 2013. A tool that no photojournalist 7. had / has / was previously imagined using to immortalise a conflict. For Brown, however, the Iphone has become a tool of choice since his camera broke during the revolution in Libya. His striking photos, his explicit and brutal shots of lifeless bodies and of Gaddafi s face 8. been / being / be beaten represent one of the first reportages published in the international press to be made entirely with a smartphone. Listen to the text and fill in the gaps. Is Digital Art Better? of 3. .......................................................... to perspective and Far from the simple sketching tools of previous 1. .........................................................., art has now officially gone digital. The most popular art apps currently on the market 2. .......................................................... artists with an unbelievable range of tools and customisation to create outstanding artworks on their devices. From hundreds symmetry tools, the variety of features available to digital artists today is vast. The beauty of digital art is the convenience it provides artists. You can have an entire art studio contained in a single app, 4. .......................................................... you to create professional-quality paintings and detailed drawings whenever you feel like it. Whether you re 5. .......................................................... your morning coffee or on your evening 6. .........................................................., you can let your creativity 7. ........................................................... There s no art supplies 8. .......................................................... and zero clean up. 5.4   NEW FORMS OF CREATIVITY 203 

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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