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The Essential Guide to Visual Communication
First Edition| ©2019 Ryan McGeough
The Essential Guide to Visual Communication is a concise introduction to the evolution, theory, and principles of visual communication in contemporary society. This guide helps students develop the skills they need to become critical consumers of visual media by examining images through
The Essential Guide to Visual Communication is a concise introduction to the evolution, theory, and principles of visual communication in contemporary society. This guide helps students develop the skills they need to become critical consumers of visual media by examining images through the lens of visual rhetoric. Students see how images influence and persuade audiences, and how iconic images can be repurposed to communicate particular messages. Images selected and discussed throughout the text highlight examples of visual communication from earlier generations and the current digital environment that students encounter in their everyday lives.
ISBN:9781319258672
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ISBN:9781319094171
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Become a critical consumer of visual media
The Essential Guide to Visual Communication is a concise introduction to the evolution, theory, and principles of visual communication in contemporary society. This guide helps students develop the skills they need to become critical consumers of visual media by examining images through the lens of visual rhetoric. Students see how images influence and persuade audiences, and how iconic images can be repurposed to communicate particular messages. Images selected and discussed throughout the text highlight examples of visual communication from earlier generations and the current digital environment that students encounter in their everyday lives.
Features
A timely introduction to visual culture. The Essential Guide to Visual Communication offers an overview of the impact of visual communication on contemporary society and emphasizes the importance of studying it. Students learn how governments, corporations, and individuals use images to communicate messages— from propaganda to magazine covers to memes.
Emphasis on media literacy. With a scholarly specialization in visual rhetoric, McGeough emphasizes how visual communication can inform public memory and cultural values. Thorough coverage of design principles empowers students with the knowledge they need to become more savvy consumers of visual media, while checklists at the end of each chapter remind students to consider what images may exclude or how they might be altered.
Annotated images and figures aid in skill development. Dozens of images throughout the text help students understand how visual communication theory and principles are applied in the images they encounter every day. Three extended visual analyses demonstrate not only the steps students should take to analyze an image, but also the broad and deep messages they will likely find when doing so.
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The Essential Guide to Visual Communication
First Edition| ©2019
Ryan McGeough
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The Essential Guide to Visual Communication
First Edition| 2019
Ryan McGeough
Table of Contents
Chapter 1: Introduction to Visual Communication
“The More You Know, The More You See”
Sensing
Selecting
Perceiving
Why Study Visual Communication?
Checklist: Understanding Visual Communication
Chapter 2: Visual Composition and Design
The Building Blocks of Visual Communication
Dots
Lines and Shapes
Gestalt
Color
Depth
Motion
Checklist: Understanding Basic Design Principles
Analyzing Visual Communication
Chapter 3: Visual Communication and Technology
Past and Present Visual Communication Technologies
The Printing Press
Photography
Motion Pictures: Movies and Television
Cinema/Movies
Television
Internet and New Media
New Media and Interactivity
Political Effects of the Internet
Conclusion
Checklist: Understanding Visual Communication and Technology
Chapter 4: Visual Rhetoric
Types of Visual Rhetoric
Iconic Images
Image Events
Monuments and Public Memory
Propaganda
Checklist: Understanding Visual Rhetoric
Analyzing Visual Rhetoric
Chapter 5: Visual Culture
Interpreting Visual Communication
Three Types of Signs
Decoding Images
Producing Visual Communication
Framing Images with Words
Altering Symbols
Memes
Checklist: Interpreting Images
Analyzing Visual Culture
References
Index
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The Essential Guide to Visual Communication
First Edition| 2019
Ryan McGeough
Authors
![Headshot of Ryan McGeough](http://prod-cat-files.macmillan.cloud/MediaResources/Authors/207W/131179064.jpg)
Ryan McGeough
![Cover: The Essential Guide to Visual Communication, 1st Edition by Ryan McGeough](http://prod-cat-files.macmillan.cloud/MediaResources/Jackets/258W/9781319094171.jpg)
The Essential Guide to Visual Communication
First Edition| 2019
Ryan McGeough
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