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Visual Communication Week 4

by: Grace McBride

Visual Communication Week 4 COMM1300

Marketplace > Cornell University > Communication Studies > COMM1300 > Visual Communication Week 4
Grace McBride

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About this Document

Introduction to visual communication theory. Examines how visuals influence our attention, perspectives, and understanding. Uses examples of visuals drawn from advertising, TV news, documentaries, ...
Visual Communication
Norman Porticella
Class Notes
25 ?




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This 4 page Class Notes was uploaded by Grace McBride on Wednesday June 8, 2016. The Class Notes belongs to COMM1300 at Cornell University taught by Norman Porticella in Summer 2016. Since its upload, it has received 8 views. For similar materials see Visual Communication in Communication Studies at Cornell University.

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Date Created: 06/08/16
Monday, February 22, 2016 COMM1300 Visual Communication - Iconicity Attracting Attention: a way of visual communication that uses certain cues or • techniques to get the viewer to pay attention to the image being presented - Direct eye gaze • Uncle Sam posters - Rear View: Opposite of direct eye gaze; see image from a viewers perspective from seeing the back of the person • landscapes • sitting on a beach - Viewing Distance: viewing distance in visuals operates by analogy with interpersonal distance in real-world interactions • the distance from the main object that you are positioned at determines the way you feel towards that object or how you feel in that environment • the greater the proximity the greater the attention and the more intense the involvement • more distant shots are used to include context (compared to close-up shots) • close-ups get our attention more than long-shots - Subjective Camera (aka P.O.V. shots) • as if we are participating in the scene as opposed to being an observer • the way the camera is positioned determines how you view the image and how you react to it - it can infer meanings as well - Violating Reality • photographs are iconic—meaning they ‘capture’ reality in some way 1 Monday, February 22, 2016 • our perceptual system is finely tuned to pay special attention to unfamiliar objects when they are only slightly different from our expectations • violating our expectations about reality gets our attention - Visual Metaphor • “the representation of an abstract concept through a concrete visual image that bears some analogy to that concept” • how would you explain image stabilization using a still image? - ex. tripod • how would you explain that fear we have of having something stuck in our teeth while talking to someone? - ex. an image with an over exaggerated size mouth - Visual Parody (and homage & violation of reality) • Reference to image that is very well known but is distorted in some way that influences the viewer • Mona Lisa distortions • Beatles Album Cover 2 Wednesday, February 24, 2016 COMM1300 Visual Communication - Discussed In Last Class: Attracting Attention • direct eye gaze • rear view • violating reality • visual metaphor • visual parodies viewing distance • • subjective camera - New Material: Eliciting Emotion: based on the iconicity of visuals • angle of view (power & status) - low angle: we tend to feel less powerful than people/things that are above us (e.g. bigger, higher situated) - high angle: we tend to feel more powerful, less threatened, and more nurturing towards people/things that are below us (e.g. smaller, or just situated below) - Essay #2: Motivation, Attention, Emotion, and Visuals • Worth approximately 8% • 2-3 Pages, 1-inch margins, double-spaced • Due Friday, March 11 • Choose 2 image-based ads • Both ads must be promoting products, beliefs, attitudes or behaviors that you DO NOT currently use, have, or do but that you genuinely might • You must believe one of the ads is better at persuading you than the other • Analyze and compare their effectiveness (and lack thereof) using what we will discuss about goals, attention, and emotion - you must address all three in relation to each other • Create an argument for why and how one ad is more effective - Goals, Attention, Emotion & Images • Appraisal Theory 1 Wednesday, February 24, 2016 - emotions are elicited by our appraisals of objects and events in relation to our personal dispositions (which includes our active goals) and situational context • Expectancy-Value Theory (of goal pursuit) - expectancy • perceived likelihood of achieving the goal (must believe its possible) - value • importance of achieving the goal (must believe it it important) - Both of those equal the likelihood of goal pursuit - (Professor didn’t get to all notes in his slides, read online powerpoint for rest of information) 2


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