The Essential Guide to Visual Communication

The Essential Guide to Visual Communication is a concise introduction to the evolution, theory, and principles of visual communication in contemporary society. This guide helps students develop the skills they need to become critical consumers of visual media by examining images through the lens of visual rhetoric. Students see how images influence and persuade audiences, and how iconic images can be repurposed to communicate particular messages. Images selected and discussed throughout the text highlight examples of visual communication from earlier generations and the current digital environment that students encounter in their everyday lives.

Chapter 1: Introduction to Visual Communication
 “The More You Know, The More You See”
  Sensing
  Selecting
Perceiving
 Why Study Visual Communication?
 Checklist: Understanding Visual Communication

Chapter 2: Visual Composition and Design
 The Building Blocks of Visual Communication
  Dots
  Lines and Shapes
  Gestalt
  Color
  Depth
  Motion
 Checklist: Understanding Basic Design Principles
 Analyzing Visual Communication

Chapter 3: Visual Communication and Technology
 Past and Present Visual Communication Technologies
  The Printing Press
 Photography
Motion Pictures: Movies and Television
 Cinema/Movies
 Television
Internet and New Media
 New Media and Interactivity
 Political Effects of the Internet
Conclusion
Checklist: Understanding Visual Communication and Technology

Chapter 4: Visual Rhetoric
 Types of Visual Rhetoric
Iconic Images
  Image Events
  Monuments and Public Memory
  Propaganda
 Checklist: Understanding Visual Rhetoric
Analyzing Visual Rhetoric

Chapter 5: Visual Culture
 Interpreting Visual Communication
Three Types of Signs
Decoding Images
 Producing Visual Communication
  Framing Images with Words
  Altering Symbols
Memes
 Checklist: Interpreting Images
 Analyzing Visual Culture

References

Index

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