| front |
back |
revisions |
lasted changed by |
history |
| What is a necessary precondition for visual processing? |
the need to retrieve learned pictorial schemata in order to interpret the visual |
0 |
nms528 Mon, 15 Dec 2008 22:57:34 GMT |
 |
| info processing capability |
replaces the affective theory w/ one that recognizes the potential for visuals to signify and persuade on many levels |
0 |
nms528 Mon, 15 Dec 2008 22:55:08 GMT |
|
| information processing |
visuals have the potential for cognitive impact, either directly or by providing elaboration
-idea that image has a direct link between itself and an object (image = natural reflection) |
0 |
nms528 Mon, 15 Dec 2008 22:51:54 GMT |
|
| three assumptions of classical conditioning |
1. image has a simple pleasant/unpleasant (+/-) value w/ no complex semantic content
2. images simply point to objects or experiences w/ no metaphorical presentation, stylization or fictionalization
3. no interpretive activity is invoked |
0 |
nms528 Mon, 15 Dec 2008 22:51:54 GMT |
|
| classical conditioning/affective response in vis comm |
the image acts to produce an attachment to the brand in a manner that is automatic, affective, or unconscious (or all of these at once)
-everyone should respond in the same way (passive perception) |
1 |
nms528 Mon, 15 Dec 2008 22:50:51 GMT |
|
| trope |
presents a proposition in a fresh way; audience thinks about a familiar issue from an unexpected viewpoint |
0 |
nms528 Mon, 15 Dec 2008 22:42:10 GMT |
|
| image as applied to classical conditioning |
image = unconditioned stimulus |
0 |
nms528 Mon, 15 Dec 2008 22:42:10 GMT |
|
| new approach to visuals |
visuals signify by convention rather than be resemblance to nature |
0 |
nms528 Mon, 15 Dec 2008 22:42:10 GMT |
|
| How is the rhetorical intention behind a visual message communicated? |
by the implicit selection of one thing over another (style, layout, view) |
0 |
nms528 Mon, 15 Dec 2008 22:37:40 GMT |
|
| capabilities and characteristics of images (3) |
must be able to...
1. represent concepts, abstractions, actions, metaphors & modifiers
2. guide order of argumentation via the arrangement of visual elements
3. carry meaningful variation in delivery |
0 |
nms528 Mon, 15 Dec 2008 22:37:40 GMT |
|
| role of sender in rhetoric |
crafts the message in anticipation of the audience's probable response |
0 |
nms528 Mon, 15 Dec 2008 22:37:40 GMT |
|
| rhetoric |
an interpretive theory that frames a message as an interested party's attempt to influence an audience |
0 |
nms528 Mon, 15 Dec 2008 22:37:40 GMT |
|
