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Visual Communication Week 11

by: Grace McBride

Visual Communication Week 11 COMM1300

Marketplace > Cornell University > Communication Studies > COMM1300 > Visual Communication Week 11
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
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This 5 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 6 views. For similar materials see Visual Communication in Communication Studies at Cornell University.


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Date Created: 06/08/16
Wednesday, April 20, 2016 COMM1300 Visual Communication - Which ad are you more likely to remember in a month? (going off of ads watched in previous class session) - Syntactic Indeterminacy • visuals lack explicit devices for indicating causality, analogy, or any relationship other than those of time and space - Propositional Editing • Example in Messaris: - three groups of viewers were shown a film created for Ronald Reagan’s reelection campaign - the film begins with scenes of americans working juxtaposed with Reagan’s inauguration - Messaris then interviewed each viewer after the screening to see if they interpreted the juxtapositions as propositions • Common Propositions - Causal: • one is responsible for or the consequence of the other - Analogy: • one is like the other in some way - Generalization: • the group of images (2 or more) are standing in for all the other instances of some shared category - Contrast: • the various images are different from each other in some way • Reagan Ad: - Casual: Reagan’s presidency put Americans back to work 1 Wednesday, April 20, 2016 - Analogy: Reagan’s inauguration was like a new beginning for the nation - Generalization: All Americans working in all types of jobs - Contrast: if there were images of people out of work inserted (e.g. before/after inauguration) • Negation: - an image, alone, cannot say: “the car is gone” (an image of an empty parking space) • - Associational juxtaposition • basic principle of print advertising, involving the juxtaposition of an image of a product with the image of something desirable • goal is simply to transfer attitudes/emotions from one thing to another usually the product • there might be propositions too 2 Monday, April 18, 2016 COMM1300 Visual Communication - POV editing • Creates continuous time, space, and reality from partial views • Context over code: both matter but context is more important - Rules (code) can be broken with sufficient context • Directs what you pay attention to • Affects involvement (intensity of emotions and attention) - Editing for attention and/or memory • Getting attention vs. being memorable • Cuts vs. edits • Fast pace vs. slow pace - Limited Capacity Model • Resources required - To perform a mental task • Resources allocated - Proportion of total capacity allocated to perform a mental task • Total Capacity - Your total mental capacity • Cognitive overload - When resources required exceed total capacity, performance suffers • 1. Immediate processing of audiovisuals - Orienting responses • Selection (goal-relevance, signal, change/novelty) • Allocation of resources 1 Monday, April 18, 2016 - Basic sensory processing of stimuli - Recognition of objects/characteristics • 2. Encoding - Creation of mental representations for further processing in short-term (working) memory • 3. Storage - Integration into long-term memory - Linking newly-encoded info with previous knowledge/memories • 4. Retrieval - Accessing long-term memory to aid understanding and storage Orienting response • - cause by novel, signal, or goal relevant stimuli - interrupts current processing - increases arousal—preparing us to gather information and take action • What happens when you are presented with novel signal, or goal relevant stimuli in rapid succession? - Editing for Attention and/or memory • Edits (least resources) - change of perspective or viewing distance within a single location? • successive images logically connect • little new information introduced • Cuts (more resources) - change from one location to another • expected and introduce related content VS. unexpected & introduce unrelated content (more resources) • Relatively Easy: - POV editing, changes in perspective and viewing distance 2 Monday, April 18, 2016 - In class assignment: • watch two ads and write a page paper with a partner about the editing techniques from this class 3


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