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<p>Preface xi</p> <p>Acknowledgments xiii</p> <p>About the Authors xiv</p> <p><b>Part One: Understanding Visual Communication 1</b></p> <p><b>Chapter 1: Making Sense of Visual Culture 3</b></p> <p><i>1000 Words or One Simple Picture?</i></p> <p>Pics or it didn’t happen 3</p> <p>Key Learning Objectives 5</p> <p>Chapter Overview 5</p> <p><b>How Visuals Work 5</b></p> <p>Photographic Truth? 5</p> <p>FOCUS: A Historical Perspective on Visual Culture 6</p> <p>Growing Importance of Visuals 7</p> <p>Our Precarious Visual Culture 7</p> <p>Political Persuasion 7</p> <p>Digital Transformation of Visual Culture 8</p> <p>Smartphones and Visual Culture 9</p> <p><b>Multiple Meanings 10</b></p> <p>Polysemy 10</p> <p>FOCUS: Trump’s Hand Gestures 12</p> <p>Form and Content 14</p> <p><b>Decoding Visual Messages 15</b></p> <p>Semiotics: Signs and Symbols 15</p> <p>Visual Rhetoric 17</p> <p>FOCUS: Saving Big Bird 18</p> <p>What’s Ahead? 18</p> <p>Chapter Summary 19</p> <p>Key Terms 19</p> <p>Practice Activities 20</p> <p>Note 20</p> <p>References 20</p> <p><b>Chapter 2: Visualizing Ethics 23</b></p> <p><i>Revealing Shortcuts and Missteps</i></p> <p>Friend or Foe? Hero or Villain? 23</p> <p>Key Learning Objectives 24</p> <p>Chapter Overview 24</p> <p><b>How Visuals Work: Ethical Implications 25</b></p> <p>FOCUS: Images of Tragedy:</p> <p>Afghan Victim 26</p> <p>Foundations of Ethical</p> <p>Thought 27</p> <p><b>Visual Deception 30</b></p> <p>To Tell the Truth . . . or Not 30</p> <p>Visual Manipulation Issues 31</p> <p>FOCUS: Digital Manipulation 32</p> <p>Framing that Distorts Reality 33</p> <p>Effects of Virtual Reality 35</p> <p>Visual Metaphors and thics 35</p> <p>Brand Mascots and Celebrities 35</p> <p>Favored Strategy in</p> <p>Advertisements 36</p> <p>Visual Appropriation 37</p> <p>Mashups and Remixes 38</p> <p>Homages 38</p> <p><b>Applying Ross’s Ethics 39</b></p> <p>Unintended Effects 39</p> <p>FOCUS: Rethinking Diversity in Visual Narratives 40</p> <p>The Potter Box 41</p> <p>Chapter Summary 43</p> <p>Key Terms 43</p> <p>Practice Activities 44</p> <p>Note 44</p> <p>References 44</p> <p><b>Chapter 3: Ways of Seeing 47</b></p> <p><i>Visual Rhetoric</i></p> <p>What’s in a Wink? 47</p> <p>Key Learning Objectives 50</p> <p>Chapter Overview 50</p> <p><b>Three Key Terms 50</b></p> <p>What Is Theory? 50</p> <p>Rhetorical Theory 51</p> <p>Methodology 51</p> <p>FOCUS: Visual Rhetoric in Fake Facebook Accounts 51</p> <p><b>Visual Rhetoric 53</b></p> <p>Two Meanings of Visual Rhetoric 53</p> <p>FOCUS: The Visual Rhetoric of Quirky and Magical Images 56</p> <p>Basics for Analyzing Visual Rhetoric 57</p> <p>Durand’s Visual Rhetoric Matrix 58</p> <p>FOCUS: Visual Rhetoric Glossary 61</p> <p><b>The Different Lenses of Visual Rhetoric 61</b></p> <p>Sign Language (Semiotic Theory) 62</p> <p>This Means That (Metaphor Theory) 63</p> <p>FOCUS: Visual Rhetoric in Activist Campaigns 64</p> <p>Storytelling (Narrative Paradigm Theory) 66</p> <p>Visual Voices (Symbolic Convergence Theory) 67</p> <p>FOCUS: Visual Rhetoric Analysis: One Student’s Example 69</p> <p>Chapter Summary 70</p> <p>Key Terms 70</p> <p>Practice Activities 70</p> <p>References 71</p> <p><b>Part Two: Basic Ways of Seeing, Interpreting, and Creating 73</b></p> <p><b>Chapter 4: Sign Language 75</b></p> <p><i>Semiotics</i></p> <p>The $20 Controversy 75</p> <p>Key Learning Objectives 78</p> <p>Chapter Overview 78</p> <p><b>Semiotics: The Science of Signs with Meanings 79</b></p> <p>What Is a Sign? 79</p> <p>Semiotic Knowledge Expands Visual Awareness 80</p> <p>FOCUS: Perception =</p> <p>Interpretation 82</p> <p>Question “Common Sense” 83</p> <p>FOCUS: The Semiotics of</p> <p>Cultural Appropriation 85</p> <p><b>Meet the Semioticians 85</b></p> <p>Denotation and Connotation 86</p> <p>Icon, Index, and Symbol 86</p> <p>Social Semiotics Explores</p> <p>“What’s Going On?” 89</p> <p><b>Signs Are All Around Us 89</b></p> <p>Marketing and Movies 90</p> <p>FOCUS: Semiotics in Marketing 90</p> <p>News 91</p> <p>Advertising 91</p> <p>FOCUS: Semiotics of Visual Appropriation 92</p> <p>Public Relations 93</p> <p>Activist Art and Installations 93</p> <p><b>Doing Semiotic Analysis 94</b></p> <p>Example Analysis 95</p> <p>Applying Semiotic Analysis in Your Work 97</p> <p>Chapter Summary 98</p> <p>Key Terms 98</p> <p>Practice Activities 99</p> <p>References 99</p> <p><b>Chapter 5: This Means That 102</b></p> <p><i>Metaphor</i></p> <p>Life is a Puzzle 102</p> <p>Key Learning Objectives 104</p> <p>Chapter Overview 104</p> <p><b>Metaphor: When <i>This </i>Stands for <i>That </i>104</b></p> <p>FOCUS: Visual Metaphors Have Dramatic Effects on Your <i>Own </i>Creativity 105</p> <p>Metaphor is All Around Us 106</p> <p>Conceptual Metaphors 106</p> <p>Types of Conceptual Metaphors 108</p> <p>Metaphor’s Extended Family 110</p> <p>Visual Metaphors 111</p> <p>FOCUS: Funny . . . and</p> <p>Sometimes Creepy 113</p> <p>FOCUS: Culture Clash: When Visual Metaphors Can Misfire 116</p> <p><b>Visual Metaphor Lessons from the Media 118</b></p> <p>Three Categories of Visual Metaphors 118</p> <p>FOCUS: Verizon’s “Better Matters” Campaign Showcases Visual Metaphors 121</p> <p><b>Visual Metaphor Criticism 122</b></p> <p>Example Analysis 123</p> <p>Applying Visual Metaphor</p> <p>Criticism in Your Work 124</p> <p>Chapter Summary 125</p> <p>Key Terms 125</p> <p>Practice Activities 126</p> <p>References 127</p> <p><b>Chapter 6: Storytelling 129</b></p> <p><i>Visual Narratives</i></p> <p>Simple Stories 129</p> <p>Key Learning Objectives 132</p> <p>Chapter Overview 132</p> <p><b>People are Storytellers 132</b></p> <p>Look Below the Surface 132</p> <p>Narrative Paradigm Theory 134</p> <p>Myths and Archetypes 136</p> <p>FOCUS: Storytelling with Color 137</p> <p>FOCUS: Character Archetypes 139</p> <p><b>The Art and Science of Visuals 141</b></p> <p>Descriptive Content and Literal Form 141</p> <p>FOCUS: Storytelling</p> <p>with Graphics and Typography 143</p> <p>Figurative Imagery 145</p> <p><b>Narrative Criticism 147</b></p> <p>FOCUS: Ethical Implications of Storytelling Through Immersive Journalism 147</p> <p>Analyzing Narratives 148</p> <p>Example Analysis 149</p> <p>Applying NPT and Visual Narrative Analysis in Your Work 151</p> <p>Practice Activities 152</p> <p>Chapter Summary 153</p> <p>Key Terms 153</p> <p>References 154</p> <p><b>Chapter 7: Visual Voices 156</b></p> <p><i>Fantasy Themes</i></p> <p>Pictures <i>Can </i>Speak</p> <p>Louder than Words 156</p> <p>Key Learning Objectives 157</p> <p>Chapter Overview 158</p> <p><b>Everyday Dramatizing: We’re all Drama Queens and Kings 158</b></p> <p>Symbolic Convergence Theory: A Merging of Imaginations 158</p> <p>Key Assumptions 159</p> <p><b>Visual Images Make Emotional Connections 162</b></p> <p>Puppy Love 162</p> <p>True Believers 162</p> <p>Activism 163</p> <p><b>Master the Basic Concepts 165</b></p> <p>Fantasy Theme Analysis 165</p> <p>FOCUS: Hands Up, Don’t Shoot: The Power of Visual Protests 165</p> <p><b>Applying FTA to Visual Strategic Communication 171</b></p> <p>Research 171</p> <p>Public Relations: City Images and Political Campaigns 173</p> <p>FOCUS: Political Issue Advertising 174</p> <p>Public Affairs: Questioning News Sources 175</p> <p>News Coverage: The Pope, a Nobel Prize, and a Nice Grown-Up 176</p> <p>Magazines: Voices from, and for, Teens 176</p> <p>FOCUS: Where to Find Symbolic Convergence? Nonprofit Fundraising Campaigns 177</p> <p><b>How to Analyze and Create Visual Symbolic Messages 178</b></p> <p>Fantasy Theme Analysis 178</p> <p>Example of a Simple F TA Analysis 179</p> <p>Your First Fantasy Theme Analysis 181</p> <p>Applying Fantasy Theme Analysis 181</p> <p>Chapter Summary 183</p> <p>Key Terms 184</p> <p>Practice Activities 184</p> <p>References 185</p> <p><b>Part Three: Using Visuals in Professional Communication 187</b></p> <p><b>Chapter 8: Advertising 189</b></p> <p>#FaceAnything 189</p> <p>Key Learning Objectives 191</p> <p>Chapter Overview 191</p> <p><b>Photography in Society 192</b></p> <p>A History of Photographic Influence 192</p> <p>FOCUS: Culture Jamming Creates a Visual Battlefield 194</p> <p>Strategic Visual Communication 196</p> <p><b>The Power of Visuals in Advertising 196</b></p> <p>Historical Snapshots 196</p> <p>FOCUS: The Early Image Makers 197</p> <p>Visual Rhetoric in Advertising 199</p> <p>FOCUS: Color and Contrast 201</p> <p><b>The Contemporary Advertising Landscape 203</b></p> <p>Social Media/Mobile Visual Messaging 203</p> <p>E-mail Marketing with Visuals 204</p> <p>Outdoor and Ambient Visuals 204</p> <p>Televisual Ads 206</p> <p>Product Placement 206</p> <p>Chapter Summary 209</p> <p>Key Terms 209</p> <p>Practice Activities 209</p> <p>References 210</p> <p><b>Chapter 9: Public Relations 213</b></p> <p>Fearless Girl 213</p> <p>Key Learning Objectives 215</p> <p>Chapter Overview 215</p> <p><b>A Brief History of PR: How Visuals Defined It 215</b></p> <p>The Golden Age of Press Agentry: Publicity Stunts 216</p> <p>Historical Snapshot: Popular Culture Images of the PR Practitioner 217</p> <p><b>The Power of Visuals in the Modern ERA of PR 218</b></p> <p>Environmental Issues 218</p> <p>Nonprofit and Activist PR 220</p> <p>FOCUS: What Does Mental</p> <p>Health Look Like? 221</p> <p>Political Communication 223</p> <p>FOCUS: The Art of Making a Political Ad Feel Like an Uplifting Movie 225</p> <p><b>Visual Rhetoric Strategies in PR Campaigns 226</b></p> <p>Communicating CSR with Facts, Credibility, and Emotion 226</p> <p>Visual Persuasion in Risk, Issue, and Crisis Management 228</p> <p>City Branding and Destination Image-Making 229</p> <p>Chapter Summary 233</p> <p>Key Terms 234</p> <p>Practice Activities 234</p> <p>References 234</p> <p><b>Chapter 10: Journalism 237</b></p> <p>Refugee Border Crisis 237</p> <p>Key Learning Objectives 239</p> <p>Chapter Overview 239</p> <p><b>Photojournalism 240</b></p> <p>Archived Visual Evidence 240</p> <p>Photojournalists and Popular Culture 241</p> <p>FOCUS: The Seven Sisters and their Influence 243</p> <p>Loss of Professional Photography 245</p> <p>Television 246</p> <p><b>News: Visual Society. Visual Anxiety 247</b></p> <p>The How and Why of News 247</p> <p>FOCUS: Seeing the Refugee 248</p> <p>Digital Manipulation 249</p> <p>FOCUS: Deepfakes Challenge Our Trust in Reality 251</p> <p>Ethical Dilemmas 252</p> <p><b>Digital Innovations and Social Media 253</b></p> <p>Instagram 253</p> <p>Social Media as Launch Pad 254</p> <p>Video’s Giant Wave 254</p> <p>Best Practices for News Sites 255</p> <p><b>Critical Engagement with News Visuals 256</b></p> <p>Morality Metaphors in News Front Pages 256</p> <p>Visual Narratives in Editorial Cartoons 257</p> <p>Visual Rhetoric of Political Satire 258</p> <p>Racist Visual Framing in <i>National Geographic </i>260</p> <p>FOCUS: Magazines, Women, and Sexuality 262</p> <p>Chapter Summary 264</p> <p>Key Terms 265</p> <p>Practice Activities 265</p> <p>References 266</p> <p><b>Chapter 11: Organizations 269</b></p> <p>1984 269</p> <p>Key Learning Objectives 272</p> <p>Chapter Overview 272</p> <p><b>Visual Modes 273</b></p> <p>Four Major Areas 273</p> <p>Understanding Organizations as Cultures 274</p> <p><b>Becoming a Culture Detective 277</b></p> <p>Values and Visuals 278</p> <p>FOCUS: User-Generated Videos in the Workplace 279</p> <p>Visual Cues in Marketing</p> <p>and Promotion 279</p> <p><b>Images Gone Wrong 280</b></p> <p>Controversies and Crises 280</p> <p><b>The Power of Visuals in Organizational Communication 282</b></p> <p>Communicating Interpersonally: You’re the Visual 282</p> <p>FOCUS: Hey, You! 282</p> <p>Communicating Using Digital Media 283</p> <p>How to Use GIFs in the Workplace 284</p> <p>How To Put the Visual Edge in Presentations 284</p> <p>FOCUS: Using Visual Systems to Drive Business Results 286</p> <p>Chapter Summary 288</p> <p>Key Terms 288</p> <p>Practice Activities 289</p> <p>References 291</p> <p><b>Chapter 12: Intercultural Communication 293</b></p> <p>Welcome to Middle Earth 293</p> <p>Key Learning Objectives 296</p> <p>Chapter Overview 296</p> <p><b>Ways of Looking at Intercultural Communication and its Place in Mass Communication 296</b></p> <p>Intercultural Visual Communication 297</p> <p>FOCUS: The Founders: Hall and Hofstede 297</p> <p>Corporate Intercultural Communication 299</p> <p>Intercultural Communication and the News 301</p> <p>FOCUS: La Peña: Intercultural Understanding and Social Justice 303</p> <p>Intercultural Communication in Nonprofit Organizations 304</p> <p><b>Cultural Imagery and its Ethical Implications 305</b></p> <p>Fair LGBTQ+ Reporting 306</p> <p>FOCUS: First Impartial LGBTQ+ Global News Service Confronts Stereotypes 306</p> <p>Honored and Misused Cultural Symbols 308</p> <p>Ads Lost in Translation 309</p> <p><b>Deconstructing Intercultural Imagery 309</b></p> <p>Culture-Specific Public Relations 310</p> <p>FOCUS: Using Photography to Build Intercultural Literacy 311</p> <p>The Transcultural Greenspeak of Greenpeace 312</p> <p>Chapter Summary 315</p> <p>Key Terms 315</p> <p>Practice Activities 315</p> <p>References 316</p> <p>Index 319</p>

<p><b>Janis Teruggi Page</b> is Clinical Assistant Professor, Communication Department, University of Illinois at Chicago.</p> <p><b>Margaret Duffy</b> is Executive Director, Novak Leadership Institute and Professor of Strategic Communication, University of Missouri.

<p><b>Teaches visual literacy, theory, scholarly critique, and practical application of visuals in professional communication careers</b></p> <p><i>Visual Communication: Insights and Strategies</i> explores visual imagery in advertising, news coverage, political discourse, popular culture, and digital and social media technologies. It is filled with insights into the role of visuals in our dynamic social environment and contains strategies on how to use them. <p>The authors provide an overview of theoretically-informed literacy and critical analysis of visual communication and demonstrate the ways in which we can assess and apply this knowledge in the fields of advertising, public relations, journalism, organizational communication, and intercultural communication. This important book: <ul><li>Reveals how to analyze visual imagery</li> <li>Introduces a 3-step process, Research-Evaluate-Create, to apply the knowledge gained</li> <li>Combines research, theory, and professional practice of visual communication</li></ul> <p>Designed for undergraduate and graduate courses in visual communication as well as visual rhetoric, visual literacy, and visual culture, <i>Visual Communication: Insights and Strategies</i> reveals how to apply rhetorical theories to visual imagery.

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