John Wiley & Sons Visual Communication Cover Teaches visual literacy, theory, scholarly critique, and practical application of visuals in profess.. Product #: 978-1-119-22647-5 Regular price: $52.24 $52.24 In Stock

Visual Communication

Insights and Strategies

Page, Janis Teruggi / Duffy, Margaret


1. Edition July 2021
336 Pages, Softcover
Professional Book

ISBN: 978-1-119-22647-5
John Wiley & Sons

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Teaches visual literacy, theory, scholarly critique, and practical application of visuals in professional communication careers

Visual Communication: Insights and Strategies 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.

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:
* Reveals how to analyze visual imagery
* Introduces a 3-step process, Research-Evaluate-Create, to apply the knowledge gained
* Combines research, theory, and professional practice of visual communication

Designed for undergraduate and graduate courses in visual communication as well as visual rhetoric, visual literacy, and visual culture, Visual Communication: Insights and Strategies reveals how to apply rhetorical theories to visual imagery.

Preface xi

Acknowledgments xiii

About the Authors xiv

Part One: Understanding Visual Communication 1

Chapter 1: Making Sense of Visual Culture 3

1000 Words or One Simple Picture?

Pics or it didn't happen 3

Key Learning Objectives 5

Chapter Overview 5

How Visuals Work 5

Photographic Truth? 5

FOCUS: A Historical Perspective on Visual Culture 6

Growing Importance of Visuals 7

Our Precarious Visual Culture 7

Political Persuasion 7

Digital Transformation of Visual Culture 8

Smartphones and Visual Culture 9

Multiple Meanings 10

Polysemy 10

FOCUS: Trump's Hand Gestures 12

Form and Content 14

Decoding Visual Messages 15

Semiotics: Signs and Symbols 15

Visual Rhetoric 17

FOCUS: Saving Big Bird 18

What's Ahead? 18

Chapter Summary 19

Key Terms 19

Practice Activities 20

Note 20

References 20

Chapter 2: Visualizing Ethics 23

Revealing Shortcuts and Missteps

Friend or Foe? Hero or Villain? 23

Key Learning Objectives 24

Chapter Overview 24

How Visuals Work: Ethical Implications 25

FOCUS: Images of Tragedy:

Afghan Victim 26

Foundations of Ethical

Thought 27

Visual Deception 30

To Tell the Truth . . . or Not 30

Visual Manipulation Issues 31

FOCUS: Digital Manipulation 32

Framing that Distorts Reality 33

Effects of Virtual Reality 35

Visual Metaphors and thics 35

Brand Mascots and Celebrities 35

Favored Strategy in

Advertisements 36

Visual Appropriation 37

Mashups and Remixes 38

Homages 38

Applying Ross's Ethics 39

Unintended Effects 39

FOCUS: Rethinking Diversity in Visual Narratives 40

The Potter Box 41

Chapter Summary 43

Key Terms 43

Practice Activities 44

Note 44

References 44

Chapter 3: Ways of Seeing 47

Visual Rhetoric

What's in a Wink? 47

Key Learning Objectives 50

Chapter Overview 50

Three Key Terms 50

What Is Theory? 50

Rhetorical Theory 51

Methodology 51

FOCUS: Visual Rhetoric in Fake Facebook Accounts 51

Visual Rhetoric 53

Two Meanings of Visual Rhetoric 53

FOCUS: The Visual Rhetoric of Quirky and Magical Images 56

Basics for Analyzing Visual Rhetoric 57

Durand's Visual Rhetoric Matrix 58

FOCUS: Visual Rhetoric Glossary 61

The Different Lenses of Visual Rhetoric 61

Sign Language (Semiotic Theory) 62

This Means That (Metaphor Theory) 63

FOCUS: Visual Rhetoric in Activist Campaigns 64

Storytelling (Narrative Paradigm Theory) 66

Visual Voices (Symbolic Convergence Theory) 67

FOCUS: Visual Rhetoric Analysis: One Student's Example 69

Chapter Summary 70

Key Terms 70

Practice Activities 70

References 71

Part Two: Basic Ways of Seeing, Interpreting, and Creating 73

Chapter 4: Sign Language 75


The $20 Controversy 75

Key Learning Objectives 78

Chapter Overview 78

Semiotics: The Science of Signs with Meanings 79

What Is a Sign? 79

Semiotic Knowledge Expands Visual Awareness 80

FOCUS: Perception =

Interpretation 82

Question "Common Sense" 83

FOCUS: The Semiotics of

Cultural Appropriation 85

Meet the Semioticians 85

Denotation and Connotation 86

Icon, Index, and Symbol 86

Social Semiotics Explores

"What's Going On?" 89

Signs Are All Around Us 89

Marketing and Movies 90

FOCUS: Semiotics in Marketing 90

News 91

Advertising 91

FOCUS: Semiotics of Visual Appropriation 92

Public Relations 93

Activist Art and Installations 93

Doing Semiotic Analysis 94

Example Analysis 95

Applying Semiotic Analysis in Your Work 97

Chapter Summary 98

Key Terms 98

Practice Activities 99

References 99

Chapter 5: This Means That 102


Life is a Puzzle 102

Key Learning Objectives 104

Chapter Overview 104

Metaphor: When This Stands for That 104

FOCUS: Visual Metaphors Have Dramatic Effects on Your Own Creativity 105

Metaphor is All Around Us 106

Conceptual Metaphors 106

Types of Conceptual Metaphors 108

Metaphor's Extended Family 110

Visual Metaphors 111

FOCUS: Funny . . . and

Sometimes Creepy 113

FOCUS: Culture Clash: When Visual Metaphors Can Misfire 116

Visual Metaphor Lessons from the Media 118

Three Categories of Visual Metaphors 118

FOCUS: Verizon's "Better Matters" Campaign Showcases Visual Metaphors 121

Visual Metaphor Criticism 122

Example Analysis 123

Applying Visual Metaphor

Criticism in Your Work 124

Chapter Summary 125

Key Terms 125

Practice Activities 126

References 127

Chapter 6: Storytelling 129

Visual Narratives

Simple Stories 129

Key Learning Objectives 132

Chapter Overview 132

People are Storytellers 132

Look Below the Surface 132

Narrative Paradigm Theory 134

Myths and Archetypes 136

FOCUS: Storytelling with Color 137

FOCUS: Character Archetypes 139

The Art and Science of Visuals 141

Descriptive Content and Literal Form 141

FOCUS: Storytelling

with Graphics and Typography 143

Figurative Imagery 145

Narrative Criticism 147

FOCUS: Ethical Implications of Storytelling Through Immersive Journalism 147

Analyzing Narratives 148

Example Analysis 149

Applying NPT and Visual Narrative Analysis in Your Work 151

Practice Activities 152

Chapter Summary 153

Key Terms 153

References 154

Chapter 7: Visual Voices 156

Fantasy Themes

Pictures Can Speak

Louder than Words 156

Key Learning Objectives 157

Chapter Overview 158

Everyday Dramatizing: We're all Drama Queens and Kings 158

Symbolic Convergence Theory: A Merging of Imaginations 158

Key Assumptions 159

Visual Images Make Emotional Connections 162

Puppy Love 162

True Believers 162

Activism 163

Master the Basic Concepts 165

Fantasy Theme Analysis 165

FOCUS: Hands Up, Don't Shoot: The Power of Visual Protests 165

Applying FTA to Visual Strategic Communication 171

Research 171

Public Relations: City Images and Political Campaigns 173

FOCUS: Political Issue Advertising 174

Public Affairs: Questioning News Sources 175

News Coverage: The Pope, a Nobel Prize, and a Nice Grown-Up 176

Magazines: Voices from, and for, Teens 176

FOCUS: Where to Find Symbolic Convergence? Nonprofit Fundraising Campaigns 177

How to Analyze and Create Visual Symbolic Messages 178

Fantasy Theme Analysis 178

Example of a Simple F TA Analysis 179

Your First Fantasy Theme Analysis 181

Applying Fantasy Theme Analysis 181

Chapter Summary 183

Key Terms 184

Practice Activities 184

References 185

Part Three: Using Visuals in Professional Communication 187

Chapter 8: Advertising 189

#FaceAnything 189

Key Learning Objectives 191

Chapter Overview 191

Photography in Society 192

A History of Photographic Influence 192

FOCUS: Culture Jamming Creates a Visual Battlefield 194

Strategic Visual Communication 196

The Power of Visuals in Advertising 196

Historical Snapshots 196

FOCUS: The Early Image Makers 197

Visual Rhetoric in Advertising 199

FOCUS: Color and Contrast 201

The Contemporary Advertising Landscape 203

Social Media/Mobile Visual Messaging 203

E-mail Marketing with Visuals 204

Outdoor and Ambient Visuals 204

Televisual Ads 206

Product Placement 206

Chapter Summary 209

Key Terms 209

Practice Activities 209

References 210

Chapter 9: Public Relations 213

Fearless Girl 213

Key Learning Objectives 215

Chapter Overview 215

A Brief History of PR: How Visuals Defined It 215

The Golden Age of Press Agentry: Publicity Stunts 216

Historical Snapshot: Popular Culture Images of the PR Practitioner 217

The Power of Visuals in the Modern ERA of PR 218

Environmental Issues 218

Nonprofit and Activist PR 220

FOCUS: What Does Mental

Health Look Like? 221

Political Communication 223

FOCUS: The Art of Making a Political Ad Feel Like an Uplifting Movie 225

Visual Rhetoric Strategies in PR Campaigns 226

Communicating CSR with Facts, Credibility, and Emotion 226

Visual Persuasion in Risk, Issue, and Crisis Management 228

City Branding and Destination Image-Making 229

Chapter Summary 233

Key Terms 234

Practice Activities 234

References 234

Chapter 10: Journalism 237

Refugee Border Crisis 237

Key Learning Objectives 239

Chapter Overview 239

Photojournalism 240

Archived Visual Evidence 240

Photojournalists and Popular Culture 241

FOCUS: The Seven Sisters and their Influence 243

Loss of Professional Photography 245

Television 246

News: Visual Society. Visual Anxiety 247

The How and Why of News 247

FOCUS: Seeing the Refugee 248

Digital Manipulation 249

FOCUS: Deepfakes Challenge Our Trust in Reality 251

Ethical Dilemmas 252

Digital Innovations and Social Media 253

Instagram 253

Social Media as Launch Pad 254

Video's Giant Wave 254

Best Practices for News Sites 255

Critical Engagement with News Visuals 256

Morality Metaphors in News Front Pages 256

Visual Narratives in Editorial Cartoons 257

Visual Rhetoric of Political Satire 258

Racist Visual Framing in National Geographic 260

FOCUS: Magazines, Women, and Sexuality 262

Chapter Summary 264

Key Terms 265

Practice Activities 265

References 266

Chapter 11: Organizations 269

1984 269

Key Learning Objectives 272

Chapter Overview 272

Visual Modes 273

Four Major Areas 273

Understanding Organizations as Cultures 274

Becoming a Culture Detective 277

Values and Visuals 278

FOCUS: User-Generated Videos in the Workplace 279

Visual Cues in Marketing

and Promotion 279

Images Gone Wrong 280

Controversies and Crises 280

The Power of Visuals in Organizational Communication 282

Communicating Interpersonally: You're the Visual 282

FOCUS: Hey, You! 282

Communicating Using Digital Media 283

How to Use GIFs in the Workplace 284

How To Put the Visual Edge in Presentations 284

FOCUS: Using Visual Systems to Drive Business Results 286

Chapter Summary 288

Key Terms 288

Practice Activities 289

References 291

Chapter 12: Intercultural Communication 293

Welcome to Middle Earth 293

Key Learning Objectives 296

Chapter Overview 296

Ways of Looking at Intercultural Communication and its Place in Mass Communication 296

Intercultural Visual Communication 297

FOCUS: The Founders: Hall and Hofstede 297

Corporate Intercultural Communication 299

Intercultural Communication and the News 301

FOCUS: La Peña: Intercultural Understanding and Social Justice 303

Intercultural Communication in Nonprofit Organizations 304

Cultural Imagery and its Ethical Implications 305

Fair LGBTQ+ Reporting 306

FOCUS: First Impartial LGBTQ+ Global News Service Confronts Stereotypes 306

Honored and Misused Cultural Symbols 308

Ads Lost in Translation 309

Deconstructing Intercultural Imagery 309

Culture-Specific Public Relations 310

FOCUS: Using Photography to Build Intercultural Literacy 311

The Transcultural Greenspeak of Greenpeace 312

Chapter Summary 315

Key Terms 315

Practice Activities 315

References 316

Index 319
Janis Teruggi Page is Clinical Assistant Professor, Communication Department, University of Illinois at Chicago.

Margaret Duffy is Executive Director, Novak Leadership Institute and Professor of Strategic Communication, University of Missouri.