Media texts and visual literacy

Media texts such as adverts, posters, cartoons and film use images, colour, layout and words together to send a message to a target audience. Visual literacy means reading the pictures as carefully as the words: what is shown, how it is shown and why.

Key facts

  • Ask the key questions: who made it, who is the target audience, what is the message and what does it want you to do?
  • Written elements: the brand name and logo, a slogan (a short, catchy phrase such as ⟦Fuel your win.⟧), headlines, captions and a call to action (⟦Book now!⟧).
  • Visual elements: the main image, colour (red for excitement or danger, green for nature, blue for calm and trust), fonts and layout: the biggest, brightest thing is what the designer wants you to see first.
  • Camera shots and angles: a close-up shows feelings; a long shot shows a place; a low-angle shot makes someone look powerful; a high-angle shot makes them look small or weak.
  • Cartoons and comic strips use speech bubbles for words, thought bubbles for thoughts, captions for narration and exaggeration (caricature) to make a point, often a funny or critical one.

Worked examples

Example 1

An advert shows a runner crossing a finish line with the words ⟦Fuel your win.⟧ Who is the target audience?

  1. The image shows an athlete winning a race.
  2. The slogan talks about winning, so it is aimed at people who play sport.

Answer: people who play sport

Example 2

A film shows a villain from far below, towering over the camera. What is the effect?

  1. The camera is low, looking up: a low-angle shot.
  2. Looking up at someone makes them seem powerful.

Answer: He looks big, powerful and frightening.

Example 3

In an advert, which is the call to action: ⟦Arrive in style.⟧ or ⟦Book a test drive now.⟧?

  1. ⟦Arrive in style.⟧ is a catchy slogan.
  2. ⟦Book a test drive now.⟧ tells the reader to act, so it is the call to action.

Answer: ⟦Book a test drive now.⟧