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Visual Communication

by: Grace McBride

Visual Communication COMM1300

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 3 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, April 4, 2016 COMM1300 Visual Communication - Moving Pictures - Point of View editing - How do we see motion from a series of stills • Persistence of vision - Perceptual processes of the brain retain an image briefly. This accounts for the illusion of motion when a series of still images are displayed in quick succession - False continuity • Two shots joined together in a narrative context are read as being part of a coherent stream of space, time, and action, even though the shots were taken at separate times and places - Editing • all editing represents discontinuity in our real world experience: - change in point of view - change in time - change in location - change in time & location - change in reality - change of emphasis/viewer involvement - indicator of thoughts and emotions • Context is considered more import than code 1 Wednesday, April 6, 2016 COMM1300 Visual Communication - Moving pictures - Kuleshov Effect • Soviet filmmaker/theorist Lev Kuleshov • Audience believed the actor’s expression was different after different series of images shown before the image of the man (i.e. hungry, sad, lustful) - Formal Mechanisms and Viewer Responses • Association Juxtaposition - The side by side of two or more visual elements - We naturally associate the multiple elements due to their proximity in time and space, not unlike the attraction and grouping that occurs with graphic elements (recall your Dondis) - Juxtaposed images take on new meaning as viewers attempt to figure out how adjacent shots fit together, even if the shots are totally unrelated - One of the most common techniques of print ads used to transfer the viewers response from one image to the other - Principle is based on classical (Pavlovian) conditioning - Can be used for… • Simple association, comparison, contrast, rhetorical effect, suspense, character development - Hitchcock on juxtaposition video - The Godfather (coopola) • simple association? comparison? contrast? rhetorical effect? suspense? character development? - 2001 (Kubrick) • creating relationships and meaning through juxtaposition 1 Wednesday, April 6, 2016 • Also: Signaling passage of time and Change in Perspective, Emphasis/Viewer Involvement 2


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