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Seeing Is Believing,9780073534251

Seeing Is Believing

by
Edition:
3rd
ISBN13:

9780073534251

ISBN10:
0073534250
Format:
Paperback
Pub. Date:
1/8/2007
Publisher(s):
McGraw-Hill Humanities/Social Sciences/Languages
List Price: $69.30

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This is the 3rd edition with a publication date of 1/8/2007.
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Summary

Seeing is Believinguses semiotic and psychoanalytic concepts to help readers gain an understanding of the way we find meaning in visual phenomena and the way our minds process images. These concepts are presented in a readable, entertaining style, and abundant images, many of them new, including numerous drawings by the author, are offered to show how the principles discussed in the book have been applied.

Table of Contents

* for new material

Preface to the 3rd Edition*

Preface to the 2nd Edition

Introduction: Image and Imagination

Image

Imagination

The Visual and the Psyche

Images and Visual Recall*

The Function of Art

Images and Intertextuality*

An Experiment

Chapter 1: Seeing is Believing

Seeing

Believing

The Social Aspects of the Visual

The Visual and Personal Identity

The Social Aspects of the Visual*

BOX: The Seashell*

Seeing Isnt Believing

Dreams*

Cognition and Visual Images

Hemispheres of the Brain

Aesthetics

A Primer on Communication Theory

BOX: Theories of Morality

Visual Persuasion*

Ethics and the Image

BOX: Checklist on Ethics and Media

Conclusions

Applications

Chapter 2: How We See

Learning to See

Signs, Symbols and Semiotics

What Signs Are
What Signs Can Do
Facial Expressions*
Codes

BOXED INSERT: FRENCHNESS

Metaphors and Metonymies
Condensation and Displacement

The Image

Stuart Hall and Representation*

The Power of Images*

Optical and Haptical Ways of Seeing

Conclusions

Applications

Chapter 3: Elements of Visual Communication

Basic Elements

Dots
Lines
Shapes
Volume
Scale
Spatiality
Balance
Direction
Lighting
Perspective
Proportion

Color

BOX: Checklist for Analyzing Advertisements
Philosophical Speculations on Color
The Enigma of Color
Attributes of Color

Conclusions

Applications

Chapter 4: Typography and Graphic Design: Tools of

Visual Communication

Typography

Typefaces

Basic Classifications
BOX: A Brief Glossary on Type
Maximizing the Impact of Type
BOX: Checklist on Type

General Principles of Design

Balance
Proportion
Movement
Contrast
Unity

Design Examples

Two Versions of a Page
The Talmud

Design and Control

Supergraphics

Postmodern Design (Delete)

Conclusions

Applications

Chapter 5: Photograph: The Captured Moment

The Photograph

Genres in Photography

Art Photos
Snapshots
Photojournalism
Commercial Photography

The Problem of Objectivity

Variables in Photography
Evidence and Glamorization
The Pose: Figure and Ground

Technical Aspects of the Photograph

Focus
Grain
Shot Angle
Kinds of Shots
Color
Composition

Advertising Photography and Oil Painting

The Image and Capitalism

The Photograph and Narcissism

Conclusions

Applications

Arthur Asa Berger

Chapter 6: Film: The Moving Image

Motion Pictures

Film in Society and Society in Film*

Conventions in Film Editing

Shots and Shot Relationships

The Zoom Shot
The Reaction Shot
Montage

Color in Films

Sound

Spoken Dialogue
Narration
Sound Effects
Music

Special Visual Effects

The Hand-Held Camera
Camera Movement
Deep and Shallow Focus
The Jump Cut

Postmodernisms Impact on Film

The Power of the Film Image

The Nature of Drama

BOXED INSERT: ANALYZING FILMS AND TELEVISION PROGRAMS*

Conclusions

Applications

Chapter 7: Television: The Ever-Changing Mosaic

The Television Image

The Television Screen

Television Versus Movie Screen
Talking Heads

Television Genres

The Commercial
Analyzing the Commercial

BOX: Checklist for Analyzing Television Commercials

Television News
Televised Hearings
Music Videos

Video Artists

Zapping or Channel Surfing

TiVo AND Video Recording Devices*

Conclusions

Applications

Chapter 8: Comics, Cartoons, Animation: The Development of An Art Form

The Comic Strip

Reading the Comics
The Power of the Comic Strip

The Comic Strip as a Teaching Tool*

Graphic Novels*

The Cartoon

Visual Humor in Cartoons
Animated Cartoons

The Impact of Comics and Cartoons

Conclusions

Applications

Chapter 9. Computers and Graphics: Wonders from the Image-Maker

The Nature of the Computer

Computer Graphics Software

Infographics

Desktop Publishing

Computer-Aided Design and Drafting (CADD)

Videogames

Special Effects

E-mail and the Internet

Computer Animation

Conclusions



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