I see a lot of car ads during the news and the 10:00 dramas I tend to watch, and I'm noticing the way text is integrated as part of the visual. In one, the text moves from the back of the centre to occupying centre screen, and the text itself is slightly off kilter. It's almost at an angle showing perspective, and not quite. The end result is, the irregularity draws the eye.
In another, the words drop in and move, centre screen, part of the movement that holds the viewer's eye. This is text as a visual "character," as a visual element more than as words carrying information. This is the new multisemiotic of our age.
Wednesday, April 21, 2004
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