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

93 Each podcast is usually a series created by a host and then published episode-byepisode online. YouTube is the preferred platform for sharing videos. As of 2024, there are more than 500 hours of content uploaded to this platform every minute, with over 800 million videos having been uploaded. Over one billion hours are streamed on YouTube daily, which is the second-most popular website in the world, behind Google. PODCASTS AND VIDEOS: NEW FORMS OF STORYTELLING The development of technology has also helped non-expert users to create new forms of storytelling, employing the potentialities of visual and audio resources.   Podcasts A podcast is a digital audio file you can download or listen to over the Internet. It is a form of media content that was developed in 2004, when former MTV video jockey Adam Curry and software developer Dave Winer coded the  iPodder , a program that let a user download Internet radio broadcasts to their Apple iPod (podcast:  iPod  +  broadcast ). Today, podcasts are an extremely popular form of audio entertainment and have progressed beyond being downloadable radio shows; they have become digital conversations, available for streaming or downloading anytime and anywhere. And since the tools needed to produce one are virtually present in everybody s hands at a low cost, podcasts are a new auditory form of expression, in other words a new potential form of art which may be used to talk about personal matters, educate, discuss, inform, or entertain.   Videos Another form of potential art are the videos shot by the millions of people who now own the means to do them. Creativity in the form of a visual succession of images is available to most people through mobile devices, and multiple platforms allow for the release of such videos to the world. People can now show and talk about their experiences, likes, dislikes, and moments through videos,  videotelling  or  videoblogging  their life. However, these recent personal broadcasting channels do not simply account for personal expression and stories, but also include other types of videos: TV show clips, music videos, advertising videos, short documentary films, movie trailers, corporate videos, live streams, and instructional videos, too.   Instructional videos Instructional videos are a particular type of video used to provide people (be it students, customers, or employees) with learning, training, and educational content. These videos explain how to perform a task, use a product, or understand a concept in a way that is more engaging than a textbook, a newsletter, or an email, and help retain information in an engaging and more interactive manner. Obviously, there are different types of instructional videos, from explainer videos, to tutorials, screencasts, and video presentations, but they all exploit the power of visuals to explain a process or concept. Instructional videos involve creativity and, probably, they are a sort of meta-art which represents a modern phenomenon at the intersection of art and technology. corporate: aziendale to delve: approfondire release: distribuzione screencast: registrazione video dello schermo 208 CREATIVE ARTS 

Podcasts and videos: new forms of storytelling

12   Complete the sentences. 1. A podcast is                                                                                                                                                                             2. Curry and Winer                                                                                                                                                                  3. Nowadays, podcasts are a new form                                                                                                              4. Millions of people now own                                                                                                                                   5. People shoot videos to                                                                                                                                                6. There are different types of videos that are streamed:                                                                                                                                                                       7. Instructional videos are                                                                                                                                                                                                                                                     8. Instructional videos explain                                                                                                                                                                                                                                          9. The different types of instructional videos are, for example,                                                                                                                                                       10. Instructional videos can be defined meta-art because                                                                                                                                                                      13 14 O R D  W S Fill in the blanks with the correct grammatical word. The Rise of Podcast Journalism examination of issues, enabling journalists to provide One of the key advantages of podcast journalism is its ability 1. ........................................... create a deeper connection with listeners. Unlike traditional print or visual media, podcasts allow journalists to convey emotions and capture the essence of a story 2. ........................................... the power of sound. The use of voice, music, and sound effects adds a layer of richness to the storytelling process, enabling listeners to be more connected to the content. Therefore, it offers unique opportunities 3. ........................................... in-depth storytelling and creativity. With the absence of time constraints that often plague other media formats, podcasters can delve 4. ........................................... complex topics and explore multiple perspectives. This long-form approach allows for a more comprehensive listeners 5. ........................................... a deeper understanding of the subject matter. When podcasts first appeared, they represented a democratic alternative to radio, a space where anyone with a microphone could make 6. ........................................... voice heard. Through the 2000s improvements still struggled to make a significant impact. That all started in 2014 when a radio show called The American Life produced a true-crime podcast spinoff called Serial. It quickly became a sensation as 5 million people tuned in to its twelve episodes. It proved the potential of the podcast in a time 7. ........................................... smartphones allowed people to consume them at any time and in any place. They became recognised as a high quality and in-demand alternative 8. ........................................... radio one could personalise to their tastes. Adapted from: https://www.yellowbrick.co/blog/journalism/ revolutionizing-storytelling-the-power-of-podcastjournalism#:~:text= and https://cherwell.org/2019/06/28/the-riseof-podcast-journalism/ Instructional video   Animation  Watch a video about an instructional video and answer the posted by Pikewood Creative questions. 1. Why is an instructional video created? 2. What elements are present in the video that you believe are typical of instructional videos? 3. What is needed to make an instructional video? 4. Can you think of other reasons for producing instructional videos? 5. Do you think instructional videos are creative? If so, how? 6. How would you have improved the video? 5.4   NEW FORMS OF CREATIVITY 209 

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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