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Table of Contents
1 Cover
4 Preface
7 PART ONE: Understanding Visual Communication Chapter 1: Making Sense of Visual Culture: 1000 Words or One Simple Picture? HOW VISUALS WORK MULTIPLE MEANINGS DECODING VISUAL MESSAGES CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 2: Visualizing Ethics HOW VISUALS WORK: ETHICAL IMPLICATIONS VISUAL DECEPTION APPLYING ROSS'S ETHICS CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 3: Ways of Seeing THREE KEY TERMS VISUAL RHETORIC THE DIFFERENT LENSES OF VISUAL RHETORIC CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES
8 PART TWO: Basic Ways of Seeing, Interpreting, and Creating Chapter 4: Sign Language SEMIOTICS: THE SCIENCE OF SIGNS WITH MEANINGS MEET THE SEMIOTICIANS SIGNS ARE ALL AROUND US DOING SEMIOTIC ANALYSIS CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 5: This Means That METAPHOR: WHEN THIS STANDS FOR THAT VISUAL METAPHOR LESSONS FROM THE MEDIA VISUAL METAPHOR CRITICISM CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES Chapter 6: Storytelling PEOPLE ARE STORYTELLERS THE ART AND SCIENCE OF VISUALS NARRATIVE CRITICISM PRACTICE ACTIVITIES CHAPTER SUMMARY KEY TERMS REFERENCES Chapter 7: Visual Voices EVERYDAY DRAMATIZING: WE'RE ALL DRAMA QUEENS AND KINGS VISUAL IMAGES MAKE EMOTIONAL CONNECTIONS MASTER THE BASIC CONCEPTS APPLYING FTA TO VISUAL STRATEGIC COMMUNICATION HOW TO ANALYZE AND CREATE VISUAL SYMBOLIC MESSAGES CHAPTER SUMMARY KEY TERMS PRACTICE ACTIVITIES REFERENCES
9 PART THREE: Using Visuals in Professional Communication Chapter 8: Advertising PHOTOGRAPHY IN SOCIETY THE POWER OF VISUALS IN ADVERTISING THE CONTEMPORARY ADVERTISING LANDSCAPE CHAPTER SUMMARY KEY TERMS
