grammaire animatique

English translation: visual grammar

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
French term or phrase:grammaire animatique
English translation:visual grammar
Entered by: Charles Davis

09:55 Nov 23, 2017
French to English translations [PRO]
Marketing - Advertising / Public Relations / Video ad
French term or phrase: grammaire animatique
In an advertising agency presentation for a ferry company. The presentation is in French, talking about a video. What is the English term for "Grammaire animatique"? Context: "Déroulé de la création d’une vidéo en motion design : Recherches créatives (synopsis et concept); Définition du contenu rédactionnel et du style iconographique; **Grammaire animatique**; Trame scénaristique et charte graphique du motion... Montage du motion dans After Effect..." Thanks in advance for any help.
Nicky Over
United Kingdom
Local time: 10:41
visual grammar
Explanation:
I was thinking of suggesting "animation grammar", but got cold feet. There is a recognised thing called the grammar of animation, but references are few and it doesn't quite ring true to me here. But visual grammar, a broader concept, is perfectly OK as a term; I've certainly encountered its use in relation to visual and audiovisual media. It's quite normal in English to talk about the "grammar" of things other than (verbal) language. Although "visual" is obviously more general than "animatique", I think the context will make it clear that this refers specifically to the grammar of the motion design being used.

"Syllabus
York University / Sheridan Institute – Honours Bachelor of Design Program
[...]
Course Description
Extends the curriculum of Time Based Communication and enables students to acquire in-depth knowledge and understanding of the visual grammar and language syntax of time based communications.
[...]
Course Objectives and Learning Outcomes
Upon completion of this course, each student should be able to:
- Investigate the visual grammar and creative strategies of time-based communication and motion design."
https://ysdntbc2.wordpress.com/course-description/
Selected response from:

Charles Davis
Spain
Local time: 11:41
Grading comment
Thanks. for your help
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +1visual grammar
Charles Davis


  

Answers


2 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
visual grammar


Explanation:
I was thinking of suggesting "animation grammar", but got cold feet. There is a recognised thing called the grammar of animation, but references are few and it doesn't quite ring true to me here. But visual grammar, a broader concept, is perfectly OK as a term; I've certainly encountered its use in relation to visual and audiovisual media. It's quite normal in English to talk about the "grammar" of things other than (verbal) language. Although "visual" is obviously more general than "animatique", I think the context will make it clear that this refers specifically to the grammar of the motion design being used.

"Syllabus
York University / Sheridan Institute – Honours Bachelor of Design Program
[...]
Course Description
Extends the curriculum of Time Based Communication and enables students to acquire in-depth knowledge and understanding of the visual grammar and language syntax of time based communications.
[...]
Course Objectives and Learning Outcomes
Upon completion of this course, each student should be able to:
- Investigate the visual grammar and creative strategies of time-based communication and motion design."
https://ysdntbc2.wordpress.com/course-description/

Charles Davis
Spain
Local time: 11:41
Works in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 4
Grading comment
Thanks. for your help

Peer comments on this answer (and responses from the answerer)
agree  philgoddard: It probably means the same as "style iconographique".
6 hrs
  -> Thanks, Phil. I wouldn't like to have to define it, but I think it's to do with combination and sequence rather than look.
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