Teaches visual literacy, theory, scholarly critique, and practical application of visuals in professional communication careers
Visual 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 communication
Designed 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.
Author(s): Janis Teruggi Page, Margaret Duffy
Publisher: Wiley-Blackwell
Year: 2021
Language: English
Pages: 337
City: Hoboken
Cover
Title Page
Copyright Page
Contents
Preface
Acknowledgments
About the Authors
Part One Understanding Visual Communication
Chapter 1 Making Sense of Visual Culture
How Visuals Work
Photographic Truth?
Growing Importance of Visuals
Our Precarious Visual Culture
Political Persuasion
Digital Transformation of Visual Culture
Smartphones and Visual Culture
Multiple Meanings
Polysemy
Form and Content
Decoding Visual Messages
Semiotics: Signs and Symbols
Visual Rhetoric
What’s Ahead?
Chapter Summary
Key Terms
Practice Activities
Note
References
Chapter 2 Visualizing Ethics: Revealing Shortcuts and Missteps
How Visuals Work: Ethical Implications
Foundations of Ethical Thought
Visual Deception
To Tell the Truth . . . or Not
Visual Manipulation Issues
Visual Metaphors and Ethics
Visual Appropriation
Applying Ross’s Ethics
Unintended Effects
The Potter Box
Chapter Summary
Key Terms
Practice Activities
Note
References
Chapter 3 Ways of Seeing: Visual Rhetoric
Three Key Terms
What Is Theory?
Rhetorical Theory
Methodology
Visual Rhetoric
Two Meanings of Visual Rhetoric
Basics for Analyzing Visual Rhetoric
The Different Lenses of Visual Rhetoric
Sign Language (Semiotic Theory)
This Means That (Metaphor Theory)
Storytelling (Narrative Paradigm Theory)
Visual Voices (Symbolic Convergence Theory)
Chapter Summary
Key Terms
Practice Activities
References
Part Two Basic Ways of Seeing, Interpreting, and Creating
Chapter 4 Sign Language: Semiotics
Semiotics: The Science of Signs with Meanings
What Is a Sign?
Semiotic Knowledge Expands Visual Awareness
Question “Common Sense”
Meet the Semioticians
Denotation and Connotation
Icon, Index, and Symbol
Social Semiotics Explores “What’s Going On?”
Signs Are All Around Us
Marketing and Movies
News
Advertising
Public Relations
Activist Art and Installations
Doing Semiotic Analysis
Example Analysis
Applying Semiotic Analysis in Your Work
Chapter Summary
Key Terms
Practice Activities
References
Chapter 5 This Means That: Metaphor
Metaphor: When This Stands for That
Metaphor is All Around Us
Conceptual Metaphors
Types of Conceptual Metaphors
Metaphor’s Extended Family
Visual Metaphors
Visual Metaphor Lessons from the Media
Three Categories of Visual Metaphors
Visual Metaphor Criticism
Example Analysis
Applying Visual Metaphor Criticism in Your Work
Chapter Summary
Key Terms
Practice Activities
References
Chapter 6 Storytelling: Visual Narratives
People are Storytellers
Look Below the Surface
Narrative Paradigm Theory
Myths and Archetypes
The Art and Science of Visuals
Descriptive Content and Literal Form
Figurative Imagery
Narrative Criticism
Analyzing Narratives
Example Analysis
Applying NPT and Visual Narrative Analysis in Your Work
Practice Activities
Chapter Summary
Key Terms
References
Chapter 7 Visual Voices: Fantasy Themes
Everyday Dramatizing: We’re all Drama Queens and Kings
Symbolic Convergence Theory: A Merging of Imaginations
Key Assumptions
Visual Images Make Emotional Connections
Puppy Love
True Believers
Activism
Master the Basic Concepts
Fantasy Theme Analysis
Applying FTA to Visual Strategic Communication
Research
Public Relations: City Images and Political Campaigns
Public Affairs: Questioning News Sources
News Coverage: The Pope, a Nobel Prize, and a Nice Grown-Up
Magazines: Voices from, and for, Teens
How to Analyze and Create Visual Symbolic Messages
Fantasy Theme Analysis
Example of a Simple FTA Analysis
Your First Fantasy Theme Analysis
Applying Fantasy Theme Analysis
Chapter Summary
Key Terms
Practice Activities
References
Part Three Using Visuals in Professional Communication
Chapter 8 Advertising
Photography in Society
A History of Photographic Influence
Strategic Visual Communication
The Power of Visuals in Advertising
Historical Snapshots
Visual Rhetoric in Advertising
The Contemporary Advertising Landscape
Social Media/Mobile Visual Messaging
E-mail Marketing with Visuals
Outdoor and Ambient Visuals
Televisual Ads
Product Placement
Chapter Summary
Key Terms
Practice Activities
References
Chapter 9 Public Relations
A Brief History of PR: How Visuals Defined It
The Golden Age of Press Agentry: Publicity Stunts
Historical Snapshot: Popular Culture Images of the PR Practitioner
The Power of Visuals in the Modern Era of PR
Environmental Issues
Nonprofit and Activist PR
Political Communication
Visual Rhetoric Strategies in PR Campaigns
Communicating CSR with Facts, Credibility, and Emotion
Visual Persuasion in Risk, Issue, and Crisis Management
City Branding and Destination Image-Making
Chapter Summary
Key Terms
Practice Activities
References
Chapter 10 Journalism
Photojournalism
Archived Visual Evidence
Photojournalists and Popular Culture
Loss of Professional Photography
Television
News: Visual Society. Visual Anxiety
The How and Why of News
Digital Manipulation
Ethical Dilemmas
Digital Innovations and Social Media
Instagram
Social Media as Launch Pad
Video’s Giant Wave
Best Practices for News Sites
Critical Engagement with News Visuals
Morality Metaphors in News Front Pages
Visual Narratives in Editorial Cartoons
Visual Rhetoric of Political Satire
Racist Visual Framing in National Geographic
Chapter Summary
Key Terms
Practice Activities
References
Chapter 11 Organizations
Visual Modes
Four Major Areas
Understanding Organizations as Cultures
Becoming a Culture Detective
Values and Visuals
Visual Cues in Marketing and Promotion
Images Gone Wrong
Controversies and Crises
The Power of Visuals in Organizational Communication
Communicating Interpersonally: You’re the Visual
Communicating Using Digital Media
How To Put the Visual Edge in Presentations
Chapter Summary
Key Terms
Practice Activities
References
Chapter 12 Intercultural Communication
Ways of Looking at Intercultural Communication and its Place in Mass Communication
Intercultural Visual Communication
Corporate Intercultural Communication
Intercultural Communication and the News
Intercultural Communication in Nonprofit Organizations
Cultural Imagery and its Ethical Implications
Fair LGBTQ+ Reporting
Honored and Misused Cultural Symbols
Ads Lost in Translation
Deconstructing Intercultural Imagery
Culture-Specific Public Relations
The Transcultural Greenspeak of Greenpeace
Chapter Summary
Key Terms
Practice Activities
References
Index
EUL:A
