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.
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Table of Contents
Chapter 1: Introduction to Visual Communication
“The More You Know, The More You See”
Why Study Visual Communication?
Checklist: Understanding Visual Communication
Chapter 2: Visual Composition and Design
The Building Blocks of Visual Communication
Lines and Shapes
Checklist: Understanding Basic Design Principles
Analyzing Visual Communication
Chapter 3: Visual Communication and Technology
Past and Present Visual Communication Technologies
The Printing Press
Motion Pictures: Movies and Television
Internet and New Media
New Media and Interactivity
Political Effects of the Internet
Checklist: Understanding Visual Communication and Technology
Chapter 4: Visual Rhetoric
Types of Visual Rhetoric
Monuments and Public Memory
Checklist: Understanding Visual Rhetoric
Analyzing Visual Rhetoric
Chapter 5: Visual Culture
Interpreting Visual Communication
Three Types of Signs
Producing Visual Communication
Framing Images with Words
Checklist: Interpreting Images
Analyzing Visual Culture
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