Cambridge University Press

978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook

Brad Philpot
Excerpt
More Information

Unit 1.1
Images and magazine covers
Word bank Learning objectives
signifier • learn how to read visual texts, exploring the relationship between words
symbol and images
icon • develop skills to analyse how meaning is constructed in magazine covers.
logo
composition
In your English A: Language and Literature course you will often be asked to deconstruct images.
negative space For example, there could be a cartoon on your Paper 1 exam. In class, your teacher may ask you
rule of thirds to analyse graphic novels and advertisements. This unit will help you to develop useful skills for
visual narrative deconstructing the images that you can find in a range of texts. Furthermore, you can apply these
anchoring tools to the type of text that is featured in this unit: the magazine cover.
caption
illustration
ears
teasers
Getting started
headlines
body language 1.1 ‘An image says a thousand words’, as the saying goes. Most likely, you see hundreds of images,
photographs and advertisements every day, whether you are conscious of it or not. But how do
gaze
images communicate ideas? Images communicate ideas through signifiers. The message they
communicate is what is signified. Texts 1.1–1.3 each depict an apple, the same signifier. What is
signified in each image, however, is different. On a copy of the table, indicate what is signified in
Texts 1.1–1.3.

Text 1.1 Text 1.2

Text 1.3

© in this web service Cambridge University Press www.cambridge.org

Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
Excerpt
More Information

Unit 1.1 Images and magazine covers

Signifier Signified

Text 1.1 – apple means

Text 1.2 – apple means

Text 1.3 – apple means

1.2 When analysing images, you will need to describe the relationship between signifiers and the
things they signify. An image may be a symbol, meaning that it stands for something abstract. A
heart, for example is often a symbol of love. An image may be an icon, meaning it resembles the
thing it represents. In this case, a heart may direct you to the cardiology department of a hospital.
A logo is a design used to represent an organisation so that the company or organisation becomes
associated with the design. On a copy of the table, indicate what is signified in Texts 1.4–1.7. Are
these images symbols or icons?

Text 1.4 Text 1.5 Text 1.6 Text 1.7

Signifier What is signified? Symbol or icon? TOK

How do you know what
Text 1.4 – hammer and sickle you know? This is the
guiding question for
Text 1.5 – dove theory of knowledge.
How do you know that
Text 1.6 – envelope a hammer and sickle
are visual symbols for
Text 1.7 – emoji ‘communism’? Were you
taught this? Did you
discover this? Have you
only just learnt this by
CONCEPT doing Activity 1.2? Think
Communication of other symbols which
are not inherently obvious
People use symbols and icons for communication on a daily basis. Think, for
in their meaning. Bring an
example, of emoticons, which are a mix of icons and symbols. Some emoji
image of a symbol to class
faces resemble the emotions that they represent, meaning they are icons.
and ask your classmates
Some hand signs, such as a ‘thumbs up’, are cultural and arbitrary, meaning
if they know its meaning
there is nothing inherent in how they construct meaning. Do you use emojis
and how they know this.
to communicate? In which context do you use them?

© in this web service Cambridge University Press www.cambridge.org

Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
Excerpt
More Information

1
Exploring text types

1.3 Before you can deconstruct images, it helps to think about how images are constructed.When
analysing symbols and their placement in an image, you need to consider an image’s composition,
a term taken from visual arts, which refers to the author’s arrangement of objects in relation to each
other, the use of colour and contrast, the amount of negative space, and the use of light and depth.
Study Text 1.8 and answer these questions:
a Why has the creator of this image chosen a white dress?
b What else can you say about the use of colour?
c What is the effect of the dark space behind Gabriela Sabatini?
d As a symbol, what does the milk moustache stand for?

1.4 Photographers do not always place their subject in the centre of their photos. If you were
to draw lines over Text 1.8, cutting up the image into three even columns and three even rows,
Sabatini’s milk moustache appears at the intersection of the top row and the right column. The rule
of thirds, often applied by artists and photographers, tells us that viewers often look to the places
where these three columns and three rows intersect. Study Text 1.9 and divide the image into nine
equal‑sized boxes, using the rule of thirds. What appears near the intersections of the imaginary
columns and lines?

Text 1.8 Text 1.9

© in this web service Cambridge University Press www.cambridge.org

Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
Excerpt
More Information

Unit 1.1 Images and magazine covers

1.5 The Russian playwright Anton Chekhov once said: ‘Never place a loaded rifle on the stage
if it isn’t going to go off.’ Although Chekhov was speaking about theatre, the same holds true
for images. If there is a causal relationship between the signifier and the signified, then there is a
visual narrative. What does this mean? It means that an image can tell a story. Smoke suggests
fire. A bruised eye suggests a fistfight. Comment on the visual narratives of Texts 1.8 and 1.9 by
answering these questions:
a What is signified in each image?
b What signifiers have constructed these meanings?
c What story is being told in these images? What happened before each image? What will happen
after each image?
d How do these stories achieve their respective purpose?

1.6 Imagine Texts 1.8 and 1.9 without any words. It may seem rather funny to see a tennis
star with a milk moustache and a giant gorilla with a hurt foot with no explanation. The images’
meanings are anchored in the words. Anchoring is the process of making an image meaningful
by adding words, such as a caption. It is also the process of making words meaningful by adding LEARNER PROFILE
images, such as an illustration.
Open-minded
a How does the meaning of the image in Text 1.10, an HSBC advertisement, change when it is
anchored in three different captions: ‘decor’, ‘souvenir’ and ‘place of prayer’? How do Texts 1.10
and 1.11 promote
b How does the meaning of the word ‘accomplishment’ change when anchored in three open-mindedness?
different illustrations in Text 1.11?

Text 1.10

Text 1.11

© in this web service Cambridge University Press www.cambridge.org

Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
Excerpt
More Information

1
Exploring text types

AOE question
In what ways is meaning discovered, constructed and expressed?
As you can see from Texts 1.10 and 1.11, you can discover meaning by exploring
the relationship between images and words. Many mass media texts such
as advertisements construct meaning by combining words with images in
illustrations and captions.

International mindedness

CONCEPT The HSBC advertisements used for Activity 1.6 (Texts 1.10 and 1.11) are perfect
for discussing international mindedness. How can people see the same thing
Perspective
differently? Part of becoming internationally minded is accepting that people
Notice how Texts may interpret what you see differently and also be right. The last line of the
1.10 and 1.11 IB mission statement states that ‘others, with their differences, can be right’.
encourage you to What does this mean for you?
see things from a
different perspective.
As a fun activity,
find an interesting
advertisement,
remove or hide the
Model text
slogan and ask a
classmate to guess 1.7 Study Text 1.12, a magazine cover depicting US Republican politician Sarah Palin. Read the
the slogan to give the accompanying box defining the features of a magazine. Have a discussion on how Newsweek has
image meaning. How depicted Sarah Palin as a strong or weak political figure.
do words give you Text 1.12
a perspective on an
image or vice versa? ears and teasers

title lighting and colour

photograph

headlines and captions

symbols

© in this web service Cambridge University Press www.cambridge.org

Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
Excerpt
More Information

Unit 1.1 Images and magazine covers

Key features explained

Key features Examples from Text 1.12

Title: The type of font and its use of colour comment Bold, serif and high contrast suggest strength and are
on the nature of the magazine and the context of its often used for opinion magazines such as Newsweek.
readership. Consider how some magazines place their
title in front of the subject on the cover, while others
place it behind their subject.

Ears and teasers: The upper left and right corners are ‘A Global Innovation Survey’ and ‘Obama and Fort
known as the ‘ears’ of the cover. Headlines in the ears Hood’ appear in the ears and act as teasers.
are also called ‘teasers’, as they invite the reader to
look inside the newspaper or magazine.

Headlines and captions: These are statements, ‘How do you solve a problem like Sarah?’ captures the
questions or phrases which capture the reader’s reader’s attention. The caption ‘She’s bad news for
attention and lead the articles. Which lines stand out the GOP – and for everybody else, too’ smacks of bias,
most? which is appropriate for opinion magazines.

Photograph: Most magazine covers include The camera is slightly below Sarah Palin’s eye level,
photographs of people or people’s heads (known as making her appear relatively strong. However, this full
‘headshots’). Consider the camera angle in relation to body shot makes her look rather insecure.
the subject. Looking down on a subject may make her
appear weak. Looking up at a subject may make her
appear strong.

Symbols: What goes into the composition? Objects The American flag, the mobile phones (plural!) and
tend to symbolise abstract ideas. Palin’s trainers are not arbitrarily placed into the frame.
They symbolise something. Can you guess what?

Lighting and colour: Is the lighting crisp or warm? Is Notice the use of red, which grabs the reader’s
there high or low contrast? What associations do you attention. Red is in the US flag, the title and Palin’s
have with the colours? Brighter images generally exude running shirt. It is also the colour of the Republican
warmth and friendliness. Party. Her legs reflect and ‘shine’.

1.8 In order to analyse photographs of people thoroughly, such as the one of Sarah Palin on the
cover of Newsweek (Text 1.12), you may need to know more about body language. Body language
may be considered as a kind of stylistic device or structural feature of a visual text. Study these five
aspects of body language and discuss how they relate to Text 1.12. How do they add to or take away
from the ‘power’ that Sarah Palin seems to have?
• Smiles and teeth: The mouth can express emotions quite clearly. Smiles, especially those
showing teeth, make one look friendly, jovial and affable.
• Gaze: Is the subject looking at the camera, to the side of the camera, or to a faraway place?
The subject’s gaze has an effect on the reader. Looking away from the camera can make the
subject appear aloof, distant or unapproachable. Looking into the camera, however, makes the
subject appear engaged with the reader.
• Position of hands: Hands matter. Crossed arms tend to make the subject look strong. Fidgeting
hands are a sign of weakness.

© in this web service Cambridge University Press www.cambridge.org

Cambridge University Press
978-1-108-70493-9 — English A: Language and Literature for the IB Diploma Coursebook
Brad Philpot
Excerpt
More Information

1
Exploring text types

ATL
Research
Each unit in Chapter 1
explores a different text
type. Each unit presents a
different ‘model text’ and
‘key features explained’.
While definitions from
this coursebook may
be useful, you should
research more examples
of each text type and
discuss any features that
you find typical of the
text type. Try to curate
a range of text types in
your learner portfolio as
you study this language
and literature course.
• Skin: Skin means exposure. This may be interpreted as vulnerability, sexual availability or
athletic ability, depending on the context.
• Torso: If the subject leans forward, they appear eager to engage with the reader or listener.
If they lean backward, they seem disengaged.
Over to you
1.9 Study Text 1.13, a magazine cover featuring Julia Gillard, Australia’s first female Prime
Minister. Analyse Text 1.13 using the ‘Key features’ of a magazine cover (Activity 1.7) and the tips
for understanding body language (Activity 1.8). Do this as a class by drawing a large table like this
one on a whiteboard. Individually write a sticky note for each row of the table, including your ideas
about each aspect of the text and body language. Then place your sticky note on the board and read
everyone’s notes. How similar or different are your ideas from your classmates’ ideas? Discuss your
answers as a class.
Key feature Your sticky notes Body language Your sticky notes
Title Smiles and teeth
Ears and teasers Gaze

Headlines Position of hands

Photograph Skin

Symbols Torso

Lighting and colour

CONCEPT
Representation
Text 1.13
Imagine that Text
1.13 depicted a male Further reading
politician, instead of
a female politician.
How would the
• This Means This,This Means That: A
User’s Guide to Semiotics by Sean Hall
effect of this image
is a good starting point for those who
be different, if he
are interested in learning more about
were to appear in
how meaning is constructed by text
the same position
and image.
with the same
clothing and facial • Picturing Texts by Lester Faigley, Diana
expression? This raises George, Anna Palchik and Cynthia
a greater question: Selfe offers a well‑illustrated introduction
‘How are male and to visual literacy and semiotics.
female politicians
represented
differently by the
media and for what
reasons?’ Discuss your
answers as a class.

© in this web service Cambridge University Press www.cambridge.org