Visual Communication Images with Messages (with InfoTrac)

by Lester, Paul Martin

• ISBN13: 9780534637200
• ISBN10: 0534637205
• Edition: 4th
• Format: Paperback
• Copyright: 2005-02-17
• Publisher: Wadsworth Publishing

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