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Visual Communication : Images with Messages

by:
ISBN: 9780534561420 | 053456142X
Edition: 2nd
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 7/26/1999

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SummaryTable of Contents
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.
PREFACEix
SECTION 1 HOW WE SEE1(24)
CHAPTER 1 TO SENSE. TO SELECT. TO PERCEIVE.
3(3)
The Visual Process
... MORE4(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 SEE25(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 SEE57(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 SEE93(264)
Six Perspectives for Analyzing Any Image93(4)
Personal Perspective94(1)
Historical Perspective95(1)
Technical Perspective95(1)
Ethical Perspective95(1)
Cultural Perspective96(1)
Critical Perspective96(1)
Applying Analytical Perspectives97(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)
GLOSSARY357(6)
BIBLIOGRAPHY363(8)
WORLD WIDE WEB LINKS371(10)
INDEX381(19)
CREDITS400

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