Guia docente 2026_27
Facultad de Comunicación
Grado en Publicidad y Relaciones Públicas
 Subjects
  Communication: Image theory and technique
   Contents
Topic Sub-topic
1. The Concept of Image 1.1. What is an image?
1.2. The image throughout history
1.3. The communicative value of images
1.4. The relationship between image and reality
2. Visual Perception and Knowledge 2.1. Main theoretical approaches
2.2. The perceptual process: from the world to the eye, from the eye to the gaze, and from the gaze to cognition
3. The Digital Image 3.1. What is still considered an image? The contemporary image
3.2. Aesthetic novelties and new modes of image production: the pixel, the glitch, the error, lo-fi, autobiography, and self-representation...
3.3. Possibilities and integration of AI-generated images
3.4. Analog image = truth, digital image = lie?
4. The Isolated Image: Visual Elements 4.1. Differences between isolated images and sequential images
4.2. Basic techniques of visual communication: temporal and spatial dimensions of the image
4.3. Image construction. Morphological elements of the image: point, line, plane, color, mode, shape, and texture
4.4. Image construction. Scalar elements of the image: representation space and represented space, image size, scale, proportion, format, framing, and dimension
4.5. Can an isolated image "move" or "last"?
5. The Dynamic Image: Composition 5.1. Windows to the world: framing, frame, field
5.2. Dynamic elements of the image: sequential image, narrative image, dynamic image, direction, tension, rhythm, visual expression techniques, contrast, harmony, and ellipsis
5.3. Fundamentals of composition: the rule of thirds, the horizon rule, the golden ratio
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