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Visual Communication : Images with Messages,9780534637200

Visual Communication : Images with Messages

by
Edition:
4th
ISBN13:

9780534637200

ISBN10:
0534637205
Format:
Paperback
Pub. Date:
2/17/2005
Publisher(s):
Wadsworth Publishing
List Price: $208.66

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Summary

Visual communication is just as important as verbal communication, if not more important. VISUAL COMMUNICATION: IMAGES WITH MESSAGES shows you how visual perception is used in all forms of communication, whether it's graphic design, photography, television, video, or interactive media. And because it's packed with study and review tools, this communications textbook not only clearly explains the theories you need to know, it helps you prepare for tests and will help you succeed in the class.

Table of Contents

Preface vii
SECTION 1 HOW WE SEE
1(28)
To Sense to Select. To Perceive
3(6)
The Visual Process
6(1)
Visual Communication's Circle Dance
7(1)
Discussion and Exercise Ideas
8(1)
InfoTrac® College Edition Assignments
8(1)
Light
9(6)
Where Does Light Come From?
10(1)
What Is the Speed of Light?
10(1)
Particles or Waves?
11(1)
Electromagnetic Energy
11(1)
The Curious Nature of Light
12(1)
Why Study Light?
13(1)
Discussion and Exercise Ideas
13(1)
InfoTrac College Edition Assignments
14(1)
The Eye, The Retina, and The Brain
15(14)
Windows to the Soul
15(1)
A Camera is Like an Eye
16(1)
Physiology of the Eye
17(2)
The Retina
19(5)
Light Path to the Retina
19(1)
Regions of the Retina
19(2)
Photoreceptors: Rods and Cones
21(1)
Color Deficiencies
22(1)
The Optic Nerve
23(1)
The Brain
24(3)
The Cortex
24(2)
The Hippocampus
26(1)
Why Study the Eye, the Retina, and the Brain?
27(1)
Discussion and Exercise Ideas
28(1)
InfoTrac College Edition Assignments
28(1)
SECTION 2 WHY WE SEE
29(36)
What the Brain Sees: Color, Form, Depth, and Movement
31(19)
Color
32(5)
Additive and Subtractive Color
33(1)
The Principle of Color Constancy
33(1)
Three Ways of Discussing Color
34(1)
Sociological Uses of Color
35(2)
Form
37(3)
Dots
37(1)
Lines
38(1)
Shapes
39(1)
Depth
40(6)
The Eight Depth Cues
41(5)
Movement
46(2)
Real Movement
46(1)
Apparent Movement
47(1)
Graphic Movement
47(1)
Implied Movement
47(1)
Brain Cells Notice the Difference
48(1)
Discussion and Exercise Ideas
49(1)
InfoTrac College Edition Assignments
49(1)
The Sensual and Perceptual Theories of Visual Communication
50(15)
Sensual Theories of Visual Communication
51(3)
Gestalt
51(2)
Constructivism
53(1)
Perceptual Theories of Visual Communication
54(10)
Semiotics
54(5)
Cognitive
59(5)
Clear Seeing is a Human Activity
64(1)
Discussion and Exercise Ideas
64(1)
IntroTrac College Edition Assignments
64(1)
SECTION 3 THE ETHICS OF WHAT WE SEE
65(46)
Visual Persuasion in Advertising, Public Relations, and Journalism
67(25)
Shock Advertising
68(1)
Advertisements and Social Issues
69(2)
End of an Era for Benetton?
71(1)
The Fine Line Between Persuasion and Propaganda
72(3)
The Role of Persuasion
73(1)
The Role of Propaganda
74(1)
Visual Persuasion in Advertising
75(5)
Advertising Controversial Tactics
75(2)
Product Placements
77(3)
Visual Persuasion in Public Relations
80(6)
Advertising and Public Relations
82(1)
Politics and Public Relations
82(1)
Journalism and Public Relations
83(2)
Criticism and the Industry's Response
85(1)
Visual Persuasion in Journalism
86(1)
Corporate Influence in Newsrooms
86(1)
Impact of Advertising
86(3)
Back to David Kirby
89(1)
Discussion and Exercise Ideas
90(1)
InfoTrac College Edition Assignments
91(1)
Images that Injure: Pictorial Stereotypes in the Media
92(19)
Curious Opening Act
93(1)
Pity Campaign Criticized
94(1)
Reinforcing Stereotypes with Images
94(2)
Media Coverage and Prejudicial Thinking
96(1)
Specific Examples of Stereotyping
97(8)
African-American Stereotypes
97(2)
Female Stereotypes
99(2)
Gay and Lesbian Stereotypes
101(1)
Native American Stereotypes
102(3)
Where Do We Go from Here?
105(3)
Discussion and Exercise Ideas
108(1)
InfoTrac College Edition Assignments
109(2)
SECTION 4 THE MEDIA THROUGH WHICH WE SEE
111(310)
Procedure for Analyzing a Visual Message
112(6)
Personal Perspective
113(2)
Historical Perspective
115(1)
Technical Perspective
115(1)
Ethical Perspective
115(2)
Cultural Perspective
117(1)
Critical Perspective
118(1)
Applying Analytical Perspectives
118(3)
Typography
121(30)
The Curious History of Johannes Gutenberg
123(5)
Analysis of the Gutenberg Bible
128(1)
Typography and the Six Perspectives
129(20)
Personal Perspective
129(1)
Historical Perspective
129(10)
Technical Perspective
139(7)
Ethical Perspective
146(1)
Cultural Perspective
147(2)
Critical Perspective
149(1)
Future Directions for Typography
149(1)
Discussion and Exercise Ideas
150(1)
InfoTrac College Edition Assignments
150(1)
Graphic Design
151(25)
Bass's Contributions to Graphic Design
152(4)
Movies
152(2)
Packaging and Logos
154(2)
Analysis of The Man with the Golden Arm
156(1)
Graphic Design and the Six Perspectives
156(18)
Personal Perspective
156(1)
Historical Perspective
157(4)
Technical Perspective
161(3)
Ethical Perspective
164(2)
Cultural Perspective
166(7)
Critical Perspective
173(1)
Future Directions for Graphic Design
174(1)
Discussion and Exercise Ideas
174(1)
InfoTrac College Edition Assignments
175(1)
Informational Graphics
176(24)
Weather Maps
178(2)
Newspaper Use
178(1)
Television Weather Segments
179(1)
Impact of Technology
180(1)
Analysis of the Infographics in USA Today
180(2)
Informational Graphics and the Six Perspectives
182(15)
Personal Perspective
182(1)
Historical Perspective
182(4)
Technical Perspective
186(8)
Ethical Perspective
194(2)
Cultural Perspective
196(1)
Critical Perspective
196(1)
Future Directions for Informational Graphics
197(1)
Discussion and Exercise Ideas
198(1)
InfoTrac College Edition Assignments
198(2)
Cartoons
200(36)
Analysis of ``The Simpsons''
203(2)
Cartoons and the Six Perspectives
205(29)
Personal Perspective
205(1)
Historical Perspective
206(18)
Technical Perspective
224(4)
Ethical Perspective
228(4)
Cultural Perspective
232(1)
Critical Perspective
232(2)
Future Directions for Cartoons
234(1)
Discussion and Exercise Ideas
234(1)
InfoTrac College Edition Assignments
235(1)
Photography
236(32)
Analysis of ``The Migrant Mother''
240(1)
Photography and the Six Perspectives
241(22)
Personal Perspective
241(8)
Technical Perspective
249(4)
Ethical Perspective
253(6)
Cultural Perspective
259(3)
Critical Perspective
262(1)
Future Directions for Photography
263(4)
Discussion and Exercise Ideas
267(1)
InfoTrac College Edition Assignments
267(1)
Motion Pictures
268(44)
Orson Welles and the Making of Citizen Kane
270(3)
Analysis of Citizen Kane
273(1)
Motion Pictures and the Six Perspectives
274(34)
Personal Perspective
274(1)
Historical Perspective
275(18)
Technical Perspective
293(5)
Ethical Perspective
298(5)
Cultural Perspective
303(4)
Critical Perspective
307(1)
Future Directions for Motion Pictures
308(1)
Discussion and Exercise Ideas
309(1)
InfoTrac College Edition Assignments
309(3)
Television and Video
312(38)
The Life and Times of Mark Burnett
315(2)
Analysis of ``Survivor''
317(4)
Television and Video and the Six Perspectives
321(26)
Personal Perspective
321(2)
Historical Perspective
323(12)
Technical Perspective
335(3)
Ethical Perspective
338(4)
Cultural Perspective
342(4)
Critical Perspective
346(1)
Future Directions for Television and Video
347(2)
Discussion and Exercise Ideas
349(1)
InfoTrac College Edition Assignments
349(1)
Computers
350(33)
Computer-Generated Images
351(3)
Analysis of Motion Picture Computer Graphics
354(2)
Computers and the Six Perspectives
356(25)
Personal Perspective
356(1)
Historical Perspective
356(9)
Technical Perspective
365(10)
Ethical Perspective
375(5)
Cultural Perspective
380(1)
Critical Perspective
381(1)
Future Directions for Computers
381(1)
Discussion and Exercise Ideas
382(1)
InfoTrac College Edition Assignments
382(1)
World Wide Web
383(30)
A Tale of Two Googleheads
385(1)
A Brief History of Searching
386(4)
Analysis of Google
390(2)
World Wide Web and the Six Perspectives
392(16)
Personal Perspective
392(1)
Historical Perspective
393(7)
Technical Perspective
400(1)
Ethical Perspective
401(5)
Cultural Perspective
406(2)
Critical Perspective
408(1)
Future Directions for the World Wide Web
408(3)
Discussion and Exercise Ideas
411(1)
InfoTrac College Edition Assignments
412(1)
The More You Know, The More You See
413(8)
Pictures---Learned Before Words
414(1)
Living in a Picture-Filled World
415(2)
Visual Messages Are Deeply Personal
417(1)
Light---The Link
418(1)
Discussion and Exercise Ideas
419(1)
InfoTrac College Edition Assignments
419(2)
Glossary 421(4)
Bibliography 425(14)
Index 439


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