Visual Communication Images with Messages

by Lester, Paul Martin

• ISBN13: 9780534561420
• ISBN10: 053456142X
• Edition: 2nd
• Format: Paperback
• Copyright: 1999-07-26
• Publisher: Wadsworth Publishing

Summary

This is the only text to offer substantial coverage of issues specific to all forms of visual communication. It helps students analyze visual messages using a technique similar to the one used to evaluate words. It offers physiological and theoretical background on visual perception, then moves to discussion of various media (including typography, graphic design, informational graphics, photography, television, video, and interactive media) and the very visible role they play in our lives.

Table of Contents

PREFACE	ix
SECTION 1 HOW WE SEE	1	(24)
CHAPTER 1 TO SENSE. TO SELECT. TO PERCEIVE.	3	(3)
The Visual Process	4	(1)
Visual Communication's Circle Dance	5	(1)
CHAPTER 2 LIGHT AND COLOR	6	(7)
Where Does Light Come From?	6	(1)
What Is the Speed of Light?	7	(1)
Particles or Waves?	7	(1)
Other Forms of Electromagnetic Energy	8
Color	7
Sociological Uses of Color	11	(2)
CHAPTER 3 THE EYE, THE RETINA, AND THE BRAIN	13	(12)
Historic Eyes	13	(1)
Windows to the Soul	13	(2)
Physiology of the Eye	15	(2)
The Retina	17	(4)
Light Path to the Retina	17	(1)
Regions of the Retina	17	(1)
Photoreceptors: Rods and Cones	18	(2)
The Optic Nerve	20	(1)
The Brain	21	(4)
The Cortex	21	(1)
The Hippocampus	22	(3)
SECTION 2 WHY WE SEE	25	(32)
CHAPTER 4 WHAT THE BRAIN SEES: COLOR, FORM, DEPTH, AND MOVEMENT	27	(15)
Color	28	(3)
Objective Method	28	(1)
Comparative Method	28	(2)
Subjective Method	30	(1)
Form	31	(3)
Dots	31	(1)
Lines	31	(1)
Shapes	32	(2)
Depth	34	(5)
The Eight Depth Cues	35	(4)
Movement	39	(1)
Real Movement	39	(1)
Apparent Movement	39	(1)
Graphic Movement	40	(1)
Implied Movement	40	(1)
Brain Cells Notice the Difference	40	(2)
CHAPTER 5 THE SENSUAL AND PERCEPTUAL THEORIES OF VISUAL COMMUNICATION	42	(15)
Sensual Theories of Visual Communication	43	(5)
Gestalt	43	(2)
Constructivism	45	(1)
Ecological	46	(2)
Perceptual Theories of Visual Communication	48	(9)
Semiotics	48	(4)
Cognitive	52	(5)
SECTION 3 THE ETHICS OF WHAT WE SEE	57	(36)
CHAPTER 6 VISUAL PERSUASION IN ADVERTISING, PUBLIC RELATIONS, AND JOURNALISM	59	(17)
The Fine Line Between Persuasion and Propaganda	62	(2)
The Role of Persuasion	63	(1)
The Role of Propaganda	64	(1)
Visual Persuasion in Advertising	64	(3)
Commercial Advertising	65	(1)
Noncommercial Advertising	65	(1)
Growth of Advertising	66	(1)
Visual Persuasion in Public Relations	67	(5)
Advertising and Public Relations	69	(1)
Politics and Public Relations	69	(1)
Journalism and Public Relations	70	(2)
Visual Persuasion in Journalism	72	(2)
Corporate Influence in Newsrooms	72	(2)
Back to David Kirby	74	(2)
CHAPTER 7 IMAGES THAT INJURE: PICTORIAL STEREOTYPES IN THE MEDIA	76	(17)
Reinforcing Stereotypes with Images	78	(2)
Media Coverage and Prejudicial Thinking	80	(1)
Specific Examples of Stereotyping	80	(12)
Irish-American Stereotypes	81	(1)
Jewish-American Stereotypes	82	(2)
African-American Stereotypes	84	(2)
Female Stereotypes	86	(4)
Gay and Lesbian Stereotypes	90	(2)
Can We All Get Along?	92	(1)
SECTION 4 THE MEDIA THROUGH WHICH WE SEE	93	(264)
Six Perspectives for Analyzing Any Image	93	(4)
Personal Perspective	94	(1)
Historical Perspective	95	(1)
Technical Perspective	95	(1)
Ethical Perspective	95	(1)
Cultural Perspective	96	(1)
Critical Perspective	96	(1)
Applying Analytical Perspectives	97	(2)
CHAPTER 8 TYPOGRAPHY	99	(28)
The Curious History of Johannes Gutenberg	101	(4)
Analysis of the Gutenberg Bible	105	(1)
Typography and the Six Perspectives	106	(20)
Personal Perspective	106	(1)
Historical Perspective	107	(9)
Technical Perspective	116	(7)
Ethical Perspective	123	(1)
Cultural Perspective	124	(2)
Critical Perspective	126	(1)
Future Directions for Typography	126	(1)
CHAPTER 9 GRAPHIC DESIGN	127	(23)
Bass's Contributions to Graphic Design	128	(3)
Movies	128	(2)
Packaging and Logos	130	(1)
Analysis of The Man with the Golden Arm	131	(1)
Graphic Design and the Six Perspectives	132	(17)
Personal Perspective	132	(1)
Historical Perspective	132	(4)
Technical Perspective	136	(3)
Ethical Perspective	139	(1)
Cultural Perspective	140	(8)
Critical Perspective	148	(1)
Future Directions for Graphic Design	149	(1)
CHAPTER 10 INFORMATIONAL GRAPHICS	150	(20)
Weather Maps	151	(3)
Newspaper Use	151	(1)
Television Weather Segments	152	(1)
Impact of Technology	153	(1)
Analysis of the Infographics in USA Today	154	(1)
Informational Graphics and the Six Perspectives	155	(13)
Personal Perspective	155	(1)
Historical Perspective	156	(3)
Technical Perspective	159	(6)
Ethical Perspective	165	(2)
Cultural Perspective	167	(1)
Critical Perspective	168	(1)
Future Directions for Informational Graphics	168	(2)
CHAPTER 11 CARTOONS	170	(32)
Analysis of "The Simpsons"	172	(3)
Cartoons and the Six Perspectives	175	(25)
Personal Perspective	175	(1)
Historical Perspective	175	(18)
Technical Perspective	193	(3)
Ethical Perspective	196	(2)
Cultural Perspective	198	(1)
Critical Perspective	199	(1)
Future Directions for Cartoons	200	(2)
CHAPTER 12 PHOTOGRAPHY	202	(26)
Analysis of "The Migrant Mother"	205	(1)
Photography and the Six Perspectives	206	(20)
Personal Perspective	206	(1)
Historical Perspective	207	(8)
Technical Perspective	215	(4)
Ethical Perspective	219	(3)
Cultural Perspective	222	(3)
Critical Perspective	225	(1)
Future Directions for Photography	226	(2)
CHAPTER 13 MOTION PICTURES	228	(41)
Orson Welles and the Making of Citizen Kane	230	(3)
Analysis of Citizen Kane	233	(1)
Motion Pictures and the Six Perspectives	234	(32)
Personal Perspective	234	(1)
Historical Perspective	235	(18)
Technical Perspective	253	(5)
Ethical Perspective	258	(3)
Cultural Perspective	261	(3)
Critical Perspective	264	(2)
Future Directions for Motion Pictures	266	(3)
CHAPTER 14 TELEVISION AND VIDEO	269	(33)
The Rodney King Incident	269	(4)
Making and Airing the Video	270	(1)
The Trial and Its Aftermath	271	(2)
Analysis of the Rodney King Video	273	(1)
Television and Video and the Six Perspectives	274	(27)
Personal Perspective	274	(1)
Historical Perspective	275	(11)
Technical Perspective	286	(3)
Ethical Perspective	289	(5)
Cultural Perspective	294	(5)
Critical Perspective	299	(2)
Future Directions for Television	301	(1)
CHAPTER 15 COMPUTERS	302	(30)
Computer-Generated Images	303	(2)
Analysis of Motion Picture Computer Graphics	305	(1)
Computers and the Six Perspectives	305	(25)
Personal Perspective	305	(1)
Historical Perspective	306	(8)
Technical Perspective	314	(10)
Ethical Perspective	324	(4)
Cultural Perspective	328	(2)
Critical Perspective	330	(1)
Future Directions for Computers	330	(2)
CHAPTER 16 WORLD WIDE WEB	332	(18)
Analysis of CD-ROM Presentations	336	(1)
World Wide Web and the Six Perspectives	336	(11)
Personal Perspective	336	(1)
Historical Perspective	337	(4)
Technical Perspective	341	(1)
Ethical Perspective	342	(3)
Cultural Perspective	345	(1)
Critical Perspective	346	(1)
Future Directions for the World Wide Web	347	(3)
CHAPTER 17 THE MORE YOU KNOW, THE MORE YOU SEE	350	(7)
Pictures--Learned Before Words	351	(1)
Living in a Picture-Filled World	352	(2)
Light--The Link	354	(3)
GLOSSARY	357	(6)
BIBLIOGRAPHY	363	(8)
WORLD WIDE WEB LINKS	371	(10)
INDEX	381	(19)
CREDITS	400