Visual Communication Insights and Strategies

Teaches visual literacy, theory, scholarly critique, and practical application of visuals in professional communication careers 

Based on years of research, 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 teach theoretically-informed literacy and critical analysis of visual communication and show how to 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 
• Contains a research-based approach to the topic 
• 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 courses, as well as visual rhetoric, visual literacy, and visual culture, Visual Communication Insights and Strategies reveals how to apply rhetorical theories to visual imagery. 

Janis Teruggi Page, PhD, is Visiting Professor, Communication Department, University of Illinois at Chicago. 

Margaret E. Duffy, PhD, is Executive Director, Novak Leadership Institute and Professor of Strategic Communication, University of Missouri. 

Part One: Understanding Visual Communication

Chapter 1: Making Sense of Visual Culture

Chapter 2: Visualizing Ethics

Chapter 3: Ways of Seeing: Visual Rhetoric

Part Two: Basic Ways of Seeing, Interpreting, and Creating

Chapter 4: Sign Language: Semiotics

Chapter 5: This Means That: Metaphor

Chapter 6: Storytelling: Visual Narratives

Chapter 7: Visual Voices: Fantasy Themes

Part Three: Using Visuals in Professional Communication

Chapter 8: Advertising

Chapter 9: Public Relations

Chapter 10: Journalism

Chapter 11: Visuals in Organizations

Chapter 12: Intercultural Communication