Visual Communication - Insights and Strategies

Informationen zum Autor Janis Teruggi Page is Clinical Assistant Professor, Communication Department, University of Illinois at Chicago. Margaret Duffy is Executive Director, Novak Leadership Institute and Professor of Strategic Communication, University of Missouri. Klappentext Teaches visual literacy, theory, scholarly critique, and practical application of visuals in professional communication careersVisual Communication: Insights and Strategies explores visual imagery in advertising, news coverage, political discourse, popular culture, and digital and social media technologies. It is filled with insights into the role of visuals in our dynamic social environment and contains strategies on how to use them.The authors provide an overview of theoretically-informed literacy and critical analysis of visual communication and demonstrate the ways in which we can assess and apply this knowledge in the fields of advertising, public relations, journalism, organizational communication, and intercultural communication. This important book:* Reveals how to analyze visual imagery* Introduces a 3-step process, Research-Evaluate-Create, to apply the knowledge gained* Combines research, theory, and professional practice of visual communicationDesigned for undergraduate and graduate courses in visual communication as well as visual rhetoric, visual literacy, and visual culture, Visual Communication: Insights and Strategies reveals how to apply rhetorical theories to visual imagery. Zusammenfassung Teaches visual literacy, theory, scholarly critique, and practical application of visuals in professional communication careersVisual Communication: Insights and Strategies explores visual imagery in advertising, news coverage, political discourse, popular culture, and digital and social media technologies. It is filled with insights into the role of visuals in our dynamic social environment and contains strategies on how to use them.The authors provide an overview of theoretically-informed literacy and critical analysis of visual communication and demonstrate the ways in which we can assess and apply this knowledge in the fields of advertising, public relations, journalism, organizational communication, and intercultural communication. This important book:* Reveals how to analyze visual imagery* Introduces a 3-step process, Research-Evaluate-Create, to apply the knowledge gained* Combines research, theory, and professional practice of visual communicationDesigned for undergraduate and graduate courses in visual communication as well as visual rhetoric, visual literacy, and visual culture, Visual Communication: Insights and Strategies reveals how to apply rhetorical theories to visual imagery. Inhaltsverzeichnis Preface xi Acknowledgments xiii About the Authors xiv Part One: Understanding Visual Communication 1 Chapter 1: Making Sense of Visual Culture 3 1000 Words or One Simple Picture? Pics or it didn't happen 3 Key Learning Objectives 5 Chapter Overview 5 How Visuals Work 5 Photographic Truth? 5 FOCUS: A Historical Perspective on Visual Culture 6 Growing Importance of Visuals 7 Our Precarious Visual Culture 7 Political Persuasion 7 Digital Transformation of Visual Culture 8 Smartphones and Visual Culture 9 Multiple Meanings 10 Polysemy 10 FOCUS: Trump's Hand Gestures 12 Form and Content 14 Decoding Visual Messages 15 Semiotics: Signs and Symbols 15 Visual Rhetoric 17 FOCUS: Saving Big Bird 18 What's Ahead? 18 Chapter Summary 19 Key Terms 19 Practice Activities 20 Note 20 References 20 Chapter 2: Visualizing Ethics 23 Revealing Shortcuts and Missteps Friend or Foe? Hero or Villain...

List of contents

Preface xi
 
Acknowledgments xiii
 
About the Authors xiv
 
Part One: Understanding Visual Communication 1
 
Chapter 1: Making Sense of Visual Culture 3
 
1000 Words or One Simple Picture?
 
Pics or it didn't happen 3
 
Key Learning Objectives 5
 
Chapter Overview 5
 
How Visuals Work 5
 
Photographic Truth? 5
 
FOCUS: A Historical Perspective on Visual Culture 6
 
Growing Importance of Visuals 7
 
Our Precarious Visual Culture 7
 
Political Persuasion 7
 
Digital Transformation of Visual Culture 8
 
Smartphones and Visual Culture 9
 
Multiple Meanings 10
 
Polysemy 10
 
FOCUS: Trump's Hand Gestures 12
 
Form and Content 14
 
Decoding Visual Messages 15
 
Semiotics: Signs and Symbols 15
 
Visual Rhetoric 17
 
FOCUS: Saving Big Bird 18
 
What's Ahead? 18
 
Chapter Summary 19
 
Key Terms 19
 
Practice Activities 20
 
Note 20
 
References 20
 
Chapter 2: Visualizing Ethics 23
 
Revealing Shortcuts and Missteps
 
Friend or Foe? Hero or Villain? 23
 
Key Learning Objectives 24
 
Chapter Overview 24
 
How Visuals Work: Ethical Implications 25
 
FOCUS: Images of Tragedy:
 
Afghan Victim 26
 
Foundations of Ethical
 
Thought 27
 
Visual Deception 30
 
To Tell the Truth . . . or Not 30
 
Visual Manipulation Issues 31
 
FOCUS: Digital Manipulation 32
 
Framing that Distorts Reality 33
 
Effects of Virtual Reality 35
 
Visual Metaphors and thics 35
 
Brand Mascots and Celebrities 35
 
Favored Strategy in
 
Advertisements 36
 
Visual Appropriation 37
 
Mashups and Remixes 38
 
Homages 38
 
Applying Ross's Ethics 39
 
Unintended Effects 39
 
FOCUS: Rethinking Diversity in Visual Narratives 40
 
The Potter Box 41
 
Chapter Summary 43
 
Key Terms 43
 
Practice Activities 44
 
Note 44
 
References 44
 
Chapter 3: Ways of Seeing 47
 
Visual Rhetoric
 
What's in a Wink? 47
 
Key Learning Objectives 50
 
Chapter Overview 50
 
Three Key Terms 50
 
What Is Theory? 50
 
Rhetorical Theory 51
 
Methodology 51
 
FOCUS: Visual Rhetoric in Fake Facebook Accounts 51
 
Visual Rhetoric 53
 
Two Meanings of Visual Rhetoric 53
 
FOCUS: The Visual Rhetoric of Quirky and Magical Images 56
 
Basics for Analyzing Visual Rhetoric 57
 
Durand's Visual Rhetoric Matrix 58
 
FOCUS: Visual Rhetoric Glossary 61
 
The Different Lenses of Visual Rhetoric 61
 
Sign Language (Semiotic Theory) 62
 
This Means That (Metaphor Theory) 63
 
FOCUS: Visual Rhetoric in Activist Campaigns 64
 
Storytelling (Narrative Paradigm Theory) 66
 
Visual Voices (Symbolic Convergence Theory) 67
 
FOCUS: Visual Rhetoric Analysis: One Student's Example 69
 
Chapter Summary 70
 
Key Terms 70
 
Practice Activities 70
 
References 71
 
Part Two: Basic Ways of Seeing, Interpreting, and Creating 73
 
Chapter 4: Sign Language 75
 
Semiotics
 
The $20 Controversy 75
 
Key Learning Objectives 78
 
Chapter Overview 78
 
Semiotics: The Science of Signs with Meanings 79
 
What Is a Sign? 79
 
Semiotic Knowledge Expands Visual Awareness 80
 

Product details

• Authors: Margaret Duffy, Janis Terugg Page, Janis Teruggi Page, Janis Teruggi (University of Illinois - Chic Page, Janis Teruggi Duffy Page, Jt Page
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 31.10.2020
• EAN: 9781119226475
• ISBN: 978-1-119-22647-5
• No. of pages: 336
• Subjects: Social sciences, law, business > Media, communication > Miscellaneous; Massenkommunikation, Öffentlichkeitsarbeit, Media Studies, Medienforschung, Communication & Media Studies, Kommunikation u. Medienforschung, Öffentlichkeitsarbeit u. Werbung, Public Relations & Advertising, Massenkommunikation, Massenmedien, Mass Communication & The Media