The 3 levels of the graphic message
19 Nov, 2007There are 3 concepts that will help us to understand any image. At firts, they are apply to the verbal and textual languatge, we’ll be able to find them in any other vital sign (such as a Logo, Illustration, Icon, Symbol); any set of signs (might be printed, digita or 3D: it can be a Magazine, an Animation, a Picture, a Video, etc). In any othe mediem (a lanscape, or the sunset). Its congruence will determine its dredibility, and this will influence in its acceptance or buy.
Confuse?, don’t worry is easier that what you have read.
These are the levels:
Pragmatic Level
This level is related with the job of the image. The causes of the graphical message correspond to it. It is analyzed with the following questions:
Why?
Why do the do that?
Why in that way?
What do the pretend?
Does it work or not?
Semantic Level
This level is related with the topic of the image. It is analyzed with the following questions:
What?
What it is telling you?
What it is selling?
Does it work or not?
Sintactic Level
This level is related to the bidimensional or tridimensioanl form. The shape , the color, and everthing that you are able to see.It is analyzed with the following questions:
How?
How is the estetic?
How is it shape, color, composition, etc?
Does it work or not?
Source: Analisis Gráfico
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