Оглавление
Janis Teruggi Page. Visual Communication
Table of Contents
List of Tables
List of Illustrations
Guide
Pages
VISUAL COMMUNICATIONINSIGHTS AND STRATEGIES. INSIGHTS AND STRATEGIES
Preface
Acknowledgments
About the Authors
Chapter 1 Making Sense of Visual Culture: 1000 Words or One Simple Picture?
HOW VISUALS WORK
Photographic Truth?
FOCUS: A Historical Perspective on Visual Culture
Growing Importance of Visuals
Our Precarious Visual Culture
Political Persuasion
Digital Transformation of Visual Culture
Smartphones and Visual Culture
MULTIPLE MEANINGS
Polysemy
FOCUS: Trump's Hand Gestures
Form and Content
DECODING VISUAL MESSAGES
Semiotics: Signs and Symbols
Visual Rhetoric
FOCUS: Saving Big Bird
What's Ahead?
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
NOTE
Chapter 2 Visualizing Ethics: Revealing Shortcuts and Missteps
HOW VISUALS WORK: ETHICAL IMPLICATIONS
FOCUS: Images of Tragedy: Afghan Victim
Foundations of Ethical Thought
Deontology
Teleology
Pluralism
VISUAL DECEPTION
To Tell the Truth … or Not
Visual Manipulation Issues
FOCUS: Digital Manipulation
Framing that Distorts Reality
Effects of Virtual Reality
Visual Metaphors and Ethics
Brand Mascots and Celebrities
Favored Strategy in Advertisements
Visual Appropriation
Mashups and Remixes
Homages
APPLYING ROSS'S ETHICS
Unintended Effects
FOCUS: Rethinking Diversity in Visual Narratives
Visual Storytelling Strategies
The Potter Box
Definition
Values
Principles
Loyalties
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
NOTE
Chapter 3 Ways of Seeing: Visual Rhetoric
THREE KEY TERMS
What Is Theory?
Rhetorical Theory
Methodology
FOCUS: Visual Rhetoric in Fake Facebook Accounts
VISUAL RHETORIC
Two Meanings of Visual Rhetoric
Three Aspects of Visual Images
FOCUS: The Visual Rhetoric of Quirky and Magical Images
Basics for Analyzing Visual Rhetoric
Ethos, Pathos, Logos
Durand's Visual Rhetoric Matrix
Applying the Visual Rhetoric Matrix
FOCUS: Visual Rhetoric Glossary
THE DIFFERENT LENSES OF VISUAL RHETORIC
Sign Language (Semiotic Theory)
This Means That (Metaphor Theory)
FOCUS: Visual Rhetoric in Activist Campaigns
Storytelling (Narrative Paradigm Theory)
Visual Voices (Symbolic Convergence Theory)
FOCUS: Visual Rhetoric Analysis: One Student's Example
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
Chapter 4 Sign Language: Semiotics
SEMIOTICS: THE SCIENCE OF SIGNS WITH MEANINGS
What Is a Sign?
Semiotic Knowledge Expands Visual Awareness
A Troubling Story on the Front Page
FOCUS: Perception = Interpretation
Question “Common Sense”
A Classic Example
FOCUS: The Semiotics of Cultural Appropriation
MEET THE SEMIOTICIANS
Denotation and Connotation
Icon, Index, and Symbol
Icon
Index
Symbol
Social Semiotics Explores “What's Going On?”
What May Lie Beneath Tradition
News Images
SIGNS ARE ALL AROUND US
Marketing and Movies
FOCUS: Semiotics in Marketing
News
Advertising
FOCUS: Semiotics of Visual Appropriation
Public Relations
Activist Art and Installations
DOING SEMIOTIC ANALYSIS
Example Analysis
Introduction
Applying Semiotic Analysis in Your Work
REC Challenge: Research – Evaluate – Create. Step One: Research
Step Two: Evaluate
Step Three: Create
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
Chapter 5 This Means That: Metaphor
METAPHOR: WHEN THIS STANDS FOR THAT
FOCUS: Visual Metaphors Have Dramatic Effects on Your Own Creativity
Metaphor is All Around Us
Conceptual Metaphors
Love Is a Long and Winding Road
Types of Conceptual Metaphors
Structural
Orientational
Embodiment
Conduit
Metaphor's Extended Family
Synecdoche
Metonym
Personification
Irony
Visual Metaphors
FOCUS: Funny … and Sometimes Creepy
Intentional or Not
Ambiguity
Violations
FOCUS: Culture Clash: When Visual Metaphors Can Misfire
VISUAL METAPHOR LESSONS FROM THE MEDIA
Three Categories of Visual Metaphors
Adjacent Images
Unified Images
Implied Images
FOCUS: Verizon's “Better Matters” Campaign Showcases Visual Metaphors
VISUAL METAPHOR CRITICISM
Example Analysis
Applying Visual Metaphor Criticism in Your Work
Challenge: Research – Evaluate – Create. Step One: Research
Step Two: Evaluate
Step Three: Create
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
Myths
FOCUS: Storytelling with Color
Archetypes
FOCUS: Character Archetypes
THE ART AND SCIENCE OF VISUALS
Descriptive Content and Literal Form
Content: Characters, Actions, and Settings
FOCUS: Storytelling with Graphics and Typography
Form
Figurative Imagery
Tropes
NARRATIVE CRITICISM
FOCUS: Ethical Implications of Storytelling Through Immersive Journalism
Analyzing Narratives
Example Analysis
Applying NPT and Visual Narrative Analysis in Your Work
Challenge: Research –Evaluate – Create (REC) Step One: Research
Step Two: Evaluate
Step Three: Create
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
SCT Lets You Look Under the Hood
VISUAL IMAGES MAKE EMOTIONAL CONNECTIONS
Puppy Love
True Believers
Activism
MASTER THE BASIC CONCEPTS
Fantasy Theme Analysis
Fantasy Theme
FOCUS: Hands Up, Don’t Shoot: The Power of Visual Protests
Dramatis Personae
Scene
Plotline
Symbolic Cue
Saga
Chaining
Fantasy Type
Rhetorical Vision
Sanctioning Agent
Master Analogues
Which College to Attend?
APPLYING FTA TO VISUAL STRATEGIC COMMUNICATION
Research
Marketing Research Methods
SCT's Place Online
Public Relations: City Images and Political Campaigns
FOCUS: Political Issue Advertising
Public Affairs: Questioning News Sources
News Coverage: The Pope, a Nobel Prize, and a Nice Grown‐Up
Magazines: Voices from, and for, Teens
FOCUS: Where to Find Symbolic Convergence? Nonprofit Fundraising Campaigns
HOW TO ANALYZE AND CREATE VISUAL SYMBOLIC MESSAGES
Fantasy Theme Analysis
Example of a Simple FTA Analysis
Choose an Image
Step 1: Units of Analysis
Step 2: Coding
Step 3: Drawing Conclusions
Step 4: Summarizing
Your First Fantasy Theme Analysis
Applying Fantasy Theme Analysis
Challenge #1: Research – Evaluate – Create (REC) Step One: Research
Step Two: Evaluate
Step Three: Create
Challenge #2: Research – Evaluate – Create (REC) Step One: Research
Step Two: Evaluate
Step Three: Create
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
Chapter 8 Advertising
PHOTOGRAPHY IN SOCIETY
A History of Photographic Influence
FOCUS: Culture Jamming Creates a Visual Battlefield
Strategic Visual Communication
THE POWER OF VISUALS IN ADVERTISING
Historical Snapshots
FOCUS: The Early Image Makers
Visual Rhetoric in Advertising
Visual Metaphors
What Kinds of Visual Metaphors Work Best in Ads?
The Takeaway
FOCUS: Color and Contrast
THE CONTEMPORARY ADVERTISING LANDSCAPE
Social Media/Mobile Visual Messaging
E‐mail Marketing with Visuals
Outdoor and Ambient Visuals
Televisual Ads
Product Placement
PROFESSIONAL PROFILE: Jeff Hecker
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
Villains, Cheats, Magicians
THE POWER OF VISUALS IN THE MODERN ERA OF PR
Environmental Issues
Pacific Ocean Trash Island Becomes a Country
Botched Response to Environmental Disaster
Nonprofit and Activist PR
Truth About Teen Smoking
FOCUS: What Does Mental Health Look Like?
Women's Activist and Grassroots Communication
Political Communication
Image Maintenance
A New PR Tactic: Native Advertising as Public Diplomacy
FOCUS: The Art of Making a Political Ad Feel Like an Uplifting Movie
VISUAL RHETORIC STRATEGIES IN PR CAMPAIGNS
Communicating CSR with Facts, Credibility, and Emotion
Multimedia Microsites
How “Bad” Can Do Good
Visual Persuasion in Risk, Issue, and Crisis Management
The Ugly Truth Works
Visual Storytelling Keeps Children Safe
Crisis, Issue, and Risk Communications Go 360°
City Branding and Destination Image‐Making
Architecture as Symbol
Appeal of the Dark Side
Tourism Messaging: Online and In Hand
PROFESSIONAL PROFILE: John Florek
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
Chapter 10 Journalism. Refugee Border Crisis
PHOTOJOURNALISM
Archived Visual Evidence
Photojournalists and Popular Culture
FOCUS: The Seven Sisters and their Influence
Loss of Professional Photography
Television
1963 Assassination of President John F. Kennedy
1966: The First Television War
1979 Iranian Hostage Crisis
1986 Explosion of NASA's Challenger
1994 O.J. Simpson “Trial of the Century”
2001 9/11 Terrorist Attacks
2021: Capitol Hill Insurrection
NEWS: VISUAL SOCIETY. VISUAL ANXIETY
The How and Why of News
FOCUS: Seeing the Refugee
Digital Manipulation
Fake News Images
FOCUS: Deepfakes Challenge Our Trust in Reality
Ethical Dilemmas
Mugshots
Virality
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
FOCUS: Magazines, Women, and Sexuality
PROFESSIONAL PROFILE: James D. Kelly
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
Chapter 11 Organizations
VISUAL MODES
Four Major Areas
Understanding Organizations as Cultures
The Mongols
Southwest Airlines
BECOMING A CULTURE DETECTIVE
Values and Visuals
FOCUS: User‐Generated Videos in the Workplace
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
FOCUS: Hey, You!
Communicating Using Digital Media
How to Use GIFs in the Workplace
How To Put the Visual Edge in Presentations
FOCUS: Using Visual Systems to Drive Business Results
PROFESSIONAL PROFILE: Terry Beaubois
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
FOCUS: The Founders: Hall and Hofstede
Corporate Intercultural Communication
Intercultural Communication and the News
FOCUS: La Peña: Intercultural Understanding and Social Justice
Intercultural Communication in Nonprofit Organizations
CULTURAL IMAGERY AND ITS ETHICAL IMPLICATIONS
Fair LGBTQ+ Reporting
FOCUS: First Impartial LGBTQ+ Global News Service Confronts Stereotypes
Honored and Misused Cultural Symbols
Ads Lost in Translation
DECONSTRUCTING INTERCULTURAL IMAGERY
Culture‐Specific Public Relations
FOCUS: Using Photography to Build Intercultural Literacy
The Transcultural Greenspeak of Greenpeace
PROFESSIONAL PROFILE: Cynthia M. Frisby
CHAPTER SUMMARY
KEY TERMS
PRACTICE ACTIVITIES
REFERENCES
Index. A
B
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