MCOM 70 Midterm 1
____________________________________________________________________________ Chapter 5: Icons, index, symbols
- Icon - Is a type of sign that physically resembles the concept or thing for which it is. - EX: An icon of a trash can directly resembles a trash can or trash.
- Index - Represents a thing or idea, is not a direct resemblance. Usually has a connection to common sense.
- EX: Smoke can be considered an index for fire.
- Symbols - Are a sign in which the relationship between the sign and its meaning must be learned and is governed by a code or cultural convention.
- EX: A symbol not everyone knows because people have to be taught its meaning.
____________________________________________________________ Chapter 1: Denotation/Connotation
- Denotation - Is the explicit dictionary definition of something, exclusive of the feelings and extended ideas that it suggest.
- EX: The denotation for a cellular phone is a telephone that can be used over a wide area, without a physical connection to a network.
- Connotation - Is the implied meaning, a secondary feeling or association that expands to repositions the denotative meaning. We also discuss several other topics like uf clp
- EX: The connotation for a cellular device is a way to communicate with people virtually anywhere.
____________________________________________________________ Chapter 3: Color
There are 3 main attributes to color: Hue, Value, and Saturation
- Hue - Is the dominant wavelength in the color.
- Value - Refers to how light or dark the color is.
- Saturation - Describes how intense the color is, ranging form the pure hue to gray. Tint - a shade or variety of color.
Color and Light
- Light Color - When color is combined in terms of light it is considered Additive. When color is combined in terms of paint or ink it is considered Subtractive.
Don't forget about the age old question of hu201
Color, Meaning, Emotion
- Red - The color red represents love and passion. An emotional response to red can be anger or sensual feelings.
- Orange - The color orange represents vitality and happiness. An emotional response to orange can be friendly or inviting.
- Yellow - The color yellow represents hope. An emotional response to yellow can be energetic or happy.
- Green - The color green represents new beginnings and wealth. Green can make you feel relaxed or even secure.
- Blue - The color blue can be spiritual it can also be calming or give off feelings of trust. - Purple - The color purple is associated with wealth and royalty. Purple can make people feel creative or wealthy.
____________________________________________________________ Chapter 3: Visual Theories
- Visual Sensation - Stimulus from the outside world affecting our nerve cells within our sense organs.
- EX: An image of a fire can make a person actually feel warmth, even though the flame is just a picture.
____________________________________________________________ Chapter 3: Sensual Theory/ Gestalt Theories
- Gestalt Law: Similarity- Is based off what the images looks like, not what the object really is.
- EX: Usually our brains categorize by size, color, and shape.
- Gestalt Law: Proximity- The closer images appear to one another the more likely it is that our minds to form those individual images to make one single image. - Gestalt Law: Continuation- The brain prefers smooth continuous lines rather than unusual lines.Don't forget about the age old question of college algebra pbsc
- Gestalt Law: Closure- When an image is incomplete, if we have seen the image before we complete the image in our minds.
- Gestalt Law: Common Fate- Objects that move together in unison appear to be a unified whole.
- Gestalt Law: Figure/ Ground- The eye can see the difference between the main object and its background.
____________________________________________________________ In Class PowerPoint: The Study of Codes
De Saussure vs. Pierce
- De Saussure- Came up with the idea that a code can be a gesture or action that serves as a symbols for an object, action, or idea.
- Signs: Signifiers, Signified, Relationship is arbitrary
- Pierce- Came up with the idea that a code is a figure or device that stands for a word, phrase, or action that conveys an idea.
- Signs: icon, index, symbol
Types of Codes Don't forget about the age old question of political science 101 exam 1
- Metonymic Code- A group of ideas that makes a person make assumptions about what they see.
- This technique is used by advertisers often.
- Analogical Code- A group of signs that makes a person make a mental comparison. - Displaced Code- Transfer the meaning of one set of signs to another. - Condensed Code- Signs that come together to form a new meanings or signs.
- Memory- We typically use memory or mental images to help us understand new images by comparison.
- Projection- A person's mental state is projected into images.
- Expectation- Peoples preconceived ideas of how something should look. - Selectivity- The unconscious act of picking certain images out of a scene.
- Habituation- We ignore stimuli we see everyday in habitual action to avoid overstimulation.
- Salience- The more meaningful something is to a person the more attention they will pay to it.
- Dissonance- Distractions that make perceptions difficult.
- Words- Can determine how we interpret images.
____________________________________________________________ In Class PowerPoint: Ethos Pathos Logos
- Ethos- Persuasion through credibility.
- Pathos- Appeals to emotion.
- Logos- Persuasion through logic.
1. What is the difference between denotation and connotation? 3. What are the three attributes to color?
4. Using the additive and attractive color processes, what are the colors that result when you combine key colors?
7. What are the emotional responses that colors evoke?
10. Describe the different gestalt laws.
11. Describe the three types of signs, as identified by Peirce. 13. Describe the codes: Metonymic, analogy, displaced and condensed.
15. Ethos, pathos, logos.