Janis Teruggi Page - Visual Communication

1 Cover

2 Title Page

3 Copyright Page

4 Preface

5 Acknowledgments

6 About the Authors

7 PART ONE: Understanding Visual Communication Chapter 1: Making Sense of Visual Culture: 1000 Words or One Simple Picture? HOW VISUALS WORK MULTIPLE MEANINGS DECODING VISUAL MESSAGES CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 2: Visualizing Ethics HOW VISUALS WORK: ETHICAL IMPLICATIONS VISUAL DECEPTION APPLYING ROSS'S ETHICS CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 3: Ways of Seeing THREE KEY TERMS VISUAL RHETORIC THE DIFFERENT LENSES OF VISUAL RHETORIC CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES

8 PART TWO: Basic Ways of Seeing, Interpreting, and Creating Chapter 4: Sign Language SEMIOTICS: THE SCIENCE OF SIGNS WITH MEANINGS MEET THE SEMIOTICIANS SIGNS ARE ALL AROUND US DOING SEMIOTIC ANALYSIS CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 5: This Means That METAPHOR: WHEN THIS STANDS FOR THAT VISUAL METAPHOR LESSONS FROM THE MEDIA VISUAL METAPHOR CRITICISM CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 6: Storytelling PEOPLE ARE STORYTELLERS THE ART AND SCIENCE OF VISUALS NARRATIVE CRITICISM PRACTICE ACTIVITIES CHAPTER SUMMARY KEY TERMS REFERENCES Chapter 7: Visual Voices EVERYDAY DRAMATIZING: WE'RE ALL DRAMA QUEENS AND KINGS VISUAL IMAGES MAKE EMOTIONAL CONNECTIONS MASTER THE BASIC CONCEPTS APPLYING FTA TO VISUAL STRATEGIC COMMUNICATION HOW TO ANALYZE AND CREATE VISUAL SYMBOLIC MESSAGES CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES

9 PART THREE: Using Visuals in Professional Communication Chapter 8: Advertising PHOTOGRAPHY IN SOCIETY THE POWER OF VISUALS IN ADVERTISING THE CONTEMPORARY ADVERTISING LANDSCAPE CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 9: Public Relations A BRIEF HISTORY OF PR: HOW VISUALS DEFINED IT THE POWER OF VISUALS IN THE MODERN ERA OF PR VISUAL RHETORIC STRATEGIES IN PR CAMPAIGNS CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 10: Journalism PHOTOJOURNALISM NEWS: VISUAL SOCIETY. VISUAL ANXIETY DIGITAL INNOVATIONS AND SOCIAL MEDIA CRITICAL ENGAGEMENT WITH NEWS VISUALS CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 11: Organizations VISUAL MODES BECOMING A CULTURE DETECTIVE IMAGES GONE WRONG THE POWER OF VISUALS IN ORGANIZATIONAL COMMUNICATION CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 12: Intercultural Communication WAYS OF LOOKING AT INTERCULTURAL COMMUNICATION AND ITS PLACE IN MASS COMMUNICATION CULTURAL IMAGERY AND ITS ETHICAL IMPLICATIONS DECONSTRUCTING INTERCULTURAL IMAGERY CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES

10 Index

11 End User License Agreement

1 Chapter 3 Table 3.1 Durand’s visual rhetoric matrix.

2 Chapter 4Table 4.1 Interpretant matrix.

3 Chapter 5Table 5.1 Conceptual metaphor example. © John Wiley & Sons, Inc.Table 5.2 Structural metaphor examples. © John Wiley & Sons, Inc.Table 5.3 Conceptual metaphor examples.

4 Chapter 6Table 6.1 The five assumptions of narrative paradigm theory (NPT) (Fisher, 19...

5 Chapter 7Table 7.1 Symbolic convergence theory (SCT) at a glance.

6 Chapter 8Table 8.1 Advertisement visual metaphor examples.

1 Chapter 1Figure 1.1 Smartphones and visual culture.Figure 1.2 Everything we use and wear carries meaning.Figure 1.3 Figure 1.4 This image communicates that it is possible and desirable to own ...Figure 1.5

2 Chapter 2Figure 2.1 Categorical imperative and utilitarianism. Figure 2.2 Ross’s seven prima facie duties (pluralism ethics) “At first glan...Figure 2.3 Intentionally cropped photo of President Trump’s 2017 inauguratio...Figure 2.4 Meme depicting Richard Sherman as The Predator film character....Figure 2.5 Example using “obesity” to illustrate elements of framing....Figure 2.6 The World Wildlife Fund uses a visual metaphor for global warming...Figure 2.7 Original image inspiring the Rubio photoshop.Figure 2.8 Photoshopped image of Marco Rubio.Figure 2.9 The Potter Box.

3 Chapter 3Figure 3.1 Internet meme inspired by the 1948 film The Treasure of the Sierr...Figure 3.2 Cult of Kek image illustrating rhetorical manipulation.Figure 3.3 A semiotic sign can have multiple meanings depending on context....Figure 3.4 This ad uses visual metaphor to emphasize the negative qualities ...Figure 3.5 HGTV programs like Property Brothers can be viewed as visual narr...Figure 3.6 Memes can take on new meanings when altered and shared online.

4 Chapter 4Figure 4.1 Barthes’s semiotic analysis found this image represented French i...Figure 4.2 Example of an iconic sign.Figure 4.3 Example of indexical sign.Figure 4.4 Example of symbolic sign.Figure 4.5 The Harley visual branding serves to replace, substitute for, or ...Figure 4.6 ”Metro Gun Share Program” installation in Chicago.

5 Chapter 5Figure 5.1 This explicit metaphor conveys William Perry’s size as well as a ...Figure 5.2 This visual metaphor suggests the school will nurture children to...Figure 5.3 Some visual metaphors are ambiguous: Is the United States wealthy...Figure 5.4 Morphic forms create visual metaphors by giving an object attribu...Figure 5.5 In this adjacent metaphor, both the players’ avatars and the alie...Figure 5.6 This famous Man Ray photomontage presents a unified metaphor; the...Figure 5.7 The Coke bottle is absent in this implied metaphor.

6 Chapter 6Figure 6.1 Moby Dick: In its deep structure lies a power struggle with evil.Figure 6.2 This map, by social realist artist William Gropper, was created t...Figure 6.3 Skittles TV Commercial: Bleachers “Contract the rainbow, taste th...Figure 6.4 Pictures with mysteries – what's happened? – make visual stories ...Figure 6.5 How content is formed (two barren trees photographed close‐up fro...Figure 6.6 Example of visual hyperbole: extreme exaggeration emphasizes a ch...

7 Chapter 7Figure 7.1 A Mountain Dew commercial featured a stuntman hooked to a cable l...Figure 7.2 For fans of the Star Wars movie franchise, images and props help ...Figure 7.3 Trayvon Martin, killed by neighborhood watch volunteer.Figure 7.4 Cristiano Ronaldo lends his athletic celebrity to the Jeep brand....Figure 7.5 The Australian Institute for Public Affairs (IPA) is a conservati...

8 Chapter 8Figure 8.1 Popular Twitter meme “Evil Kermit.”Figure 8.2 This visual metaphor highlights the product’s freshness....Figure 8.3 A simple design for this ad draws emphasizes the red color unders...Figure 8.4 Viewers don’t understand metaphors of modest complexity (c) as we...Figure 8.5 Pakistani cinema billboard invites passersby to participate in it...Figure 8.6 Product placement of Amnesty International poster in the TV serie...

9 Chapter 9Figure 9.1 Joice Heth poster, 1835.Figure 9.2 Trash Island, the gigantic mountain of trash in the Pacific Ocean...Figure 9.3 YouTube personality Frankie Grande joined other Internet stars an...Figure 9.4 Sewn and knitted “pussyhats” being worn on a plane to the January...Figure 9.5 In a multimedia microsite, Patagonia shows how to conserve by buy...Figure 9.6 Once suspected to be a military weapon, the Druzhba sanatorium ov...

10 Chapter 10Figure 10.1 (Original caption) ENTHUSIASTIC GREETING: President Kennedy, rel...Figure 10.2 Margaret Bourke‐White, the first Western professional photograph...Figure 10.3 A computer‐generated video, falsely claiming to show a real plan...Figure 10.4 Fake photo of President Trump handing MAGA hat to Houston flood ...Figure 10.5 News reporters and designers increasingly post creative graphics...Figure 10.6 Retro Report’s documentary features the story of the mothers and...Figure 10.7 The first known political cartoon, created by Benjamin Franklin ...Figure 10.8 #MeToo movement is satirized by cartoonist Garry Trudeau in this...Figure 10.9 “The true face of Donald Trump” Der Spiegel cover by American ar...Figure 10.10 Stereotypical images of the White heroic cowboy versus the Nati...