A- Its Nature:
What type of document is
a- An advert, advertisement, ad, TV
is advertised? Who is the ad aimed at? How do you know?)
b- A photograph: a passport ph., art
ph., fashion ph., still life ph.(*nature morte),
album ph., a snapshot (*instantane: quickly taken ph.--usually by an
c- A painting (art): an oil painting,
a watercolor (*aquarelle), a landscape, a
a mural (on a wall), a still life, a sketch (*croquis / quickly made
d- A cartoon: speech balloons, a comic
strip (humorous drawing)
B- Its Origin:
Where would you be
likely to find it ? (+ who is the Ad aimed at?/
what does this Picture aim at?)
a- In a newspaper
b- In a magazine (weekly, monthly ..../
American, British ....)
c- In a book about art
d- On a hoarding (billboard = *panneau
e- In a museum
f - In a gallery
g- On the front page (the cover)
1.2- DESCRIBE THE DOCUMENT: study the explicit
(Who, what, where,
the (central) subject(s), the setting, and see how they have been arranged]
A- What is your attention first caught by? What
is the focal point of the document?
(What comes next? why?)
B- Is this a :
a- Close up = the face (*gros
b- Close shot = face + upper part (*plan
c- Medium shot = almost all the body
d- Full shot = all the body (No
e- Long shot = all the body + setting
C- Is the main subject of the document in the
foreground or in the background? Justify.
D- What / who can we see:
1- In the middle distance
2- In the top right / left
3- In the right / left hand corner
4- Half way up
5- In the lower / bottom # upper
/ top part
E- Study the man / woman / people (from front
to back) carefully:
a- Age, face / physical appearance,
clothes, social class, occupation ......
b- Attitude, gestures, expression
of face ....
F- Describe the setting (decor):
a- Where? (country, place, type
of house, room, furniture, objects /
landscape, scenery, view...)
b- When? (time of day, year ......
G- What is dark and what is well-lit? To what
(what has been brought
into relief? what has been left in the shade?)
2- ANALYZE what is IMPLICIT:
2.1- What was the photographer's purpose?
2.2- By what means has he reached his purpose? (his
2.3- What is the relationship between subject and
2.4- What does the background represent for you?
2.5- Comment on the use of colors.
2.6- Describe the impression given by the photograph
(if not an ad).
2.7- Find a title for the photograph (if not an
2.8- Adverts: Analyze the text: adjectives, tense
used mainly, words repeated,
pronouns repeated ........
3- ASSESS the DOCUMENT: give
a- Is it a good photograph or
b- Do you like it or not? Give
a- What sort of people might
feel attracted by the product?
b- What is your personal reaction
to the whole advert?
c- Is it successful? Why? / Why