Literature

 Literature is a term used to describe written and sometimes spoken

material.
 Derived from the Latin word literature meaning "writing formed with
letters," literature most commonly refers to works of the creative
imagination, including poetry, drama, fiction, nonfiction, and in some
instances, journalism and song.
 Works of literature, at their best, provide a kind of blueprint of human
society.
 In this way, literature is more than just a historical or cultural artifact; it
can serve as an introduction to a new world of experience.
 Students who study literature and read for pleasure have a higher
vocabulary, better reading comprehension, and better communication
skills, such as writing ability.
 When students analyze literature, they learn to identify cause and effect
and are applying critical thinking skills.
 Without realizing it, they examine the characters psychologically or
sociologically.
 Some studies say that people who read literature have more empathy for
others, as literature puts the reader into another person's shoes.
 Having empathy for others leads people to socialize more effectively,
solve conflicts peacefully, collaborate better in the workplace, behave
morally, and possibly even become involved in making their community
a better place.
 Poetry is a form of literary art which uses the aesthetic qualities of
language (including music, and rhythm) to evoke meanings beyond
a prose paraphrase.
 Prose is a form of language that possesses ordinary syntax and natural
speech, rather than a regular metre; in which regard, along with
its presentation in sentences rather than lines, it differs from most
poetry.
 Non-fiction writing
 Nonfiction comprises of the written works based on real events.
 There are two types of nonfiction
 The first is literary nonfiction, which includes nonfiction writing that
 This means that literary nonfiction includes the elements of fiction, like
characters, setting, and plot; however, in nonfiction these elements
must be real and not imaginary.
 The stories are meant to amuse the reader, as well as inform on true
stories.
 Literary nonfiction includes biographies, autobiographies, and essays.
 The other type of nonfiction is informative nonfiction.
 The purpose of informative nonfiction is to explain about a concept or
situation.
 This includes articles and interviews.

5 Nonfiction Writing Techniques That Will Keep Readers Turning Pages

1. Tell a memorable story

For example, instead of saying “Spinach is healthy,” you could tell a
story about a runner who improved his performance by eating a lot of
spinach. Just two or three additional sentences is often enough to help
your words hit home for the reader.
2. Bait your audience
One strategy is beginning with a little personal or historical
story.You could also ask a question that moves your audience.You
could start with an interesting or funny thought, too. When you’re
writing about the phases of the moon, why not begin the post like this:
“Did you know that on the moon, you would only weigh 16.5 percent of
your weight on Earth?”
3. Use emotional language

use more imagery, more emotion and more personality. Metaphors are
also an interesting way to add some spice. Instead of writing “double-
digit percent fluctuations,” write, “a rollercoaster ride of ups and
downs.”The less abstract your nouns, the better.

4. Say it simply

Provide even more value for your reader by cutting the

content down into easily digestible bites.

5. Surprise the reader

 Language
 Henry Sweet, an English phonetician and language scholar,
stated: “Language is the expression of ideas by means of speech-
sounds combined into words. Words are combined into
sentences, this combination answering to that of ideas into
thoughts.”

 The Norse god Odin was held responsible for the invention of
the runic alphabet.

Functions of language

 Mental faculty, organ or instinct

 Formal symbolic system

 Tool for communication

 Unique status of human language

Characteristic of language

 Arbitary

 Social

 Symbolatic

 Systematic

 Vocal

 Non-instinctive, conventional

 Productive and creative

 Performing Arts
 Performing arts are a form of art in which artists use their voice, bodies
or inanimate.

 Performing arts include a range of disciplines which are performed

infront of a live audience.

 Artists who participate in performing arts in front of an audience are

called “performers.”

 Examples of these include actors, comedians, dancers, magicians,

circus artists, musicians and singers.

 Performing arts are also supported by workers in related fields such as

songwriting, choreography and stagecraft.

 A performer who excels in acting, singing and dancing is referred to as

“triple threat”.

 Well-known examplesof historical triple threat artists include Gene

Kelly, Fred Astaire and Judy Garland

 Performers often adapt their appearance, such as with costumes and

stage makeup, stage lightning and sound.

Types

 Theater – for example: plays, musical, opera, ballet, illusion, mime,

classical indian dance, etc.

 Dance – for example: ballet

 Music – for example: folk, jazz, hip hop, pop, rock, etc.

History of Estern performing arts

 Japan : Vulgar comedies, Bunraku (theatre using puppets), kabuki

 Cambodia : Carvings of Angkor Wat, Ramayana and Mahabrata

 Thailand : Ramaiken

 China : Music, Clowning, acrobatic displays puppets

 Visual arts
 Visual arts are art forms such as ceramics, drawing, painting,
sculpture, printmaking, design, crafts, photography, video, filmmaking
and architecture

 Current usage of the term “visual art” includes fine art as well as the
applied, decorative arts and crafts, but this was not always the case

 Training in the visual arts has generally been through variations of the
apprentice and workshop systems.

 Visual arts have now become an elective subject in most education

systems.

Types of visual arts

 Painting – the practice of applying pigment suspended in a corner and

binding agent to a surface.

 Printmaking – Creating, for artistic purposes an image on a matrix that

is then transferred to a two-dimensional surface by means of ink.

 Photography – The process of making pictures by means of the action

of light.

 Filmaking – The process of making a motion-picture, from an initial

conception and research.

 Computer art – Capturing or creating of images and forms and final

rendering.

 Plastic art – Involve physical manipulation of plastic medium by

moulding or modelling such as sculpture or ceramics.

 Drawing – A means of making an image, using any of a wide variety of

tools and techniques.
 Applied arts
 The applied arts are the arts that apply design and decoration to
everyday objects in order to make them aesthetically pleasing.

 Applied art embraces a huge range of products and items, from a teapot
or chair, to the walls and roof of a railway station or concert hall, a
fountain pen or computer mouse.

 For the sake of simplicity, works of applied art comprise two different
types.

 standard machine-made products which have had a particular design

applied to them, to make them more attractive and easy-to-use.

 individual, aesthetically pleasing but mostly functional, craft products

made by artisans or skilled workers.

 Artistic disciplines that are classified as applied arts, include industrial

design, fashion design, interior design, and graphic art and design
(including computer graphics), as well as most types of decorative
art (eg. furniture, carpets, tapestry, embroidery, batik, jewellery,
precious metalwork, pottery, goldsmithing, basketry, mosaic art, and
glassware).

History of applied arts

 The first applied art to be practised in a major way was architecture.

 From the Egyptian Pyramids, the Ziggurats of Sumer and the Seven
Wonders of the Ancient World, to the precisely organized proportions
of Greek temples and the enduring engineering quality of Roman
viaducts and bridges, architects combine aesthetics with mathematics
to design a functional but pleasing structure.

 Aside from architecture, applied art received its biggest boost from the
growth in commerce during the 19th century, following the Industrial
Revolution.

 In addition to architecture and design, applied art also includes

decorative arts.

 Early examples include Chinese pottery, Jomon style Japanese pottery,

as well as jade carving, lacquerware and Chinese porcelain.
 Arts instituions and venues
 Room for artists to work, think, and experiment is vital

 Three of the four top places where people attend arts and cultural
events are community venues rather than conventional arts venues.
These include open air parks/streets, schools/colleges, and places of
worship with concert halls/theaters as the only conventional venue
scoring in the top four.
 Almost all people who attend arts and cultural events do so in
community venues at least some of the time but a substantial group
of participants attend only in community venues. This suggests that
arts organizations might reach more participants by presenting
outside conventional arts venues.
 Community venues tend to attract people who are more motivated by
social and family interests. Marketing for programs at these venues
can be directed specifically toward these motivations.
 Certain community venues, such as churches, appeal more strongly to
African-Americans and Hispanics than they do to whites as places to
experience arts and culture. Programs at these venues can reach out
to audiences that may not go to conventional venues.
 People who attend the largest number of events at community venues
also participate in a range of civic activities. These people may be a
new pool of volunteers and donors to cultural organizations.
 The Art Insitutes are part of the private, for-profit Education
Management Corporation (EDMC), which was sued by the federal
government for fraud in 2011.

 Unfortunately, it isn't worth attending Art Institute and other for-profit

Art colleges, not only for ethical reasons, but because the college tuition
is highly expensive and there are no guaranteed jobs after graduation.

 The quality of drawings of some students weren't as good compared to

students at the public university

 A good institute will prevent you to make the typical mistakes

beginners do.
 Traditional arts and crafts; heritage
 have been around since man’s earliest days in accordance with
the prevailing environmental conditions.

Traditional arts using metal

 Iron working - used for making doorknockers, kitchen

equipment, harnesses, equipment for architecture, musical
instruments etc.

 Copper working - Copper is widely used in daily life for pots,

jewellery, helmets, and doorknockers and to decorate doors.

 Telkari - Telkari is used for jewellery, cup holderss, boxes and

mascara tubes.

 Savat - Boxes, watches, cup holders and cigarette holders are

made with the technique.

Traditional arts using clay

 Earthenware pots are made by mixing clay and water, and after
the firing stage, objects made from it become hard and maintain
their shape.

 The main component of ceramics is clay, which can either be

shaped in a mould or on a lathe.

Traditional arts using wood

 Cane sticks

 Musical instrument

Traditional arts using stone

 Decorative stone working - jewellery, chaplets, cigarette holders

and walking stick handles.

 Sepiolite-working - cigarette holders, pipes and water pipes are

made from sepiolite.
 Print and digital media
Benefits of print media

 People Like Engaging with Print Materials

These examples of print media have every type of content you can imagine –
this way entertainment, education, news and information is skillfully mixed
with the products and services offered by various companies. This
combination is usually very attractive to the consumer, who will be more
inclined to remember a certain brand and consider it among its future
purchase options.

 Stimulating More Senses Pays Off

Consumers are able to browse a magazine, feel the paper through their fingers
and even distinguish between certain paper densities and compositions

 Each Print Channel Comes with Its Very Own Series of Benefit

For example, magazines use entertainment to promote and advertise brands.

Newspapers lure their readers through impartially written news and
information.

 Print Can Truly Captivate

Another great perk you don’t often see in digital media is that a printed
material is still very straightforward in terms of structure. This basically
means there are no distractions for a reader that’s committed to finishing an
article.

Benefits of digital media

 A promotion on social media allows for marketers to

communicate directly with consumers, using messaging,
commenting, tweeting, wall posting, and other methods to answer
questions and offer incentives.
 Users are also usually able to search for a digital document, or
search within the document itself.
 A digital advertisement could also be interactive, such as a game
or contest that allows for participation and further engages
consumers.
 Digital ads allow for relatively more control over exactly who sees
them than print ads, so marketers can more easily target them
toward specific demographics.
 Advertising
 Advertising is any paid form of non-personal presentation &
promotion of ideas, goods, or services by an identified sponsor.

Objectives of advertising
 To inform
 To persuade
 To remind

Importance of advertising to customers

 Convenience
 Awareness
 Better quality

Importance of advertising to business

 Awareness
 Brand image
 Product differentiation
 Increases goodwill
 Value for money

Advantages of advertising
 Reduces per unit cost
 Helps in brand building
 Helps in launching new product
 Helps in reducing customer turnover
 Attracts new customers
 Educates the customers

Disadvantages of advertising
 Increases the costs
 Confuses the buyer
 Is sometimes misleading
 Only for big businesses
 Encourages the sale of Inferior products

Characteristics of advertising
 Paid form
 Tool for promotion
 One way communication
 Personal or non personal
 Censorship and freedom of the media and the arts
 Sex in art and entertainment is the most frequent target of
censorship crusades.
 Many examples come to mind. A painting of the classical statue of
Venus de Milo was removed from a store because the managers of
the shopping mall found its semi-nudity "too shocking."
 Today's calls for censorship are not motivated solely by morality
and taste, but also by the widespread belief that exposure to
images of violence causes people to act in destructive ways.
 Some of these studies suggest that watching TV violence may
temporarily induce "object aggression" in some children (such as
popping balloons or hitting dolls or playing sports more
aggressively) but not actual criminal violence against another
person.
 Japan has a very low crime rates and it because Japan sensors
almost everything.
 The Supreme Court has interpreted the First Amendment's
protection of artistic expression very broadly.
 It extends not only to books, theatrical works and paintings, but
also to posters, television, music videos and comic books
 Two fundamental principles come into play whenever a court
must decide a case involving freedom of expression.
 Two fundamental principles come into play whenever a court
must decide a case involving freedom of expression.
 The second principle is that expression may be restricted only if it
will clearly cause direct and imminent harm to an important
societal interest.