Study Vis Comm Final Flash Cards

 
Pile Management Card
Vis Comm Final

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What is a necessary precondition for visual processing?
the need to retrieve learned pictorial schemata in order to interpret the visual
info processing capability
replaces the affective theory w/ one that recognizes the potential for visuals to signify and persuade on many levels
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)
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
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)
trope
presents a proposition in a fresh way; audience thinks about a familiar issue from an unexpected viewpoint
image as applied to classical conditioning
image = unconditioned stimulus
new approach to visuals
visuals signify by convention rather than be resemblance to nature
How is the rhetorical intention behind a visual message communicated?
by the implicit selection of one thing over another (style, layout, view)
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
role of sender in rhetoric
crafts the message in anticipation of the audience's probable response
rhetoric
an interpretive theory that frames a message as an interested party's attempt to influence an audience
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