Vis Comm Test Ii

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according to aristoltle, persuasion has 3 components:

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ethos, logos and pathos

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ethos:

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refers to a sources credibility

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logos:

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refers to the logical arguments used to persuade an individual

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pathos:

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refers to emotional appeals used in persuasive argument

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what professions use persuasion?

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advertising
public relations
journalism

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what is the difference b/t persuasion and propaganda?

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persuasion uses factual info and emotional appeals

propaganda uses one sided, non factual along w/ emotional appeals

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how are propaganda and persuasion the same?

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support existing opinions

change attitudes

cause action by those who view output

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triumph of the will:

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Hitle's propaganda minister: Goebbels (believed in film for mass medium)

1943: Leni Riefenstahl produce artistic film about the Party convention at Nuremberg (glorifying nazism)

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details about Triumph of the Will:

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30 camera men and over 100 technicians

construction lifts to take cameras 120 ft high

concrete pits in front of speakers

camera men on roller skates

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Triumph of the Will in artistry:

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supreme visualization in cinematic form of the nazi political relig

Nuremberg decor aimed for empathy to see hitler as human deity

regimentation ubity andloyalty to the Fuhrer conveys message that the nazi movement was the living symbol of the reborn Germain nation

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Triumph themes:

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religion

power: first images of military power since end of WWI

unity: blurs the distinction bt nazi part, german state and german people

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persuasion and political advertising:

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APPEAL TO:
authority
force
popularity

attacking the person

false dilema

hasty generalization

slippery slope

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appeal to authority:

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cites an authority who is not qualified to have an expert opinion

cites an expert when other experts disagree on the issue

cites an expert by heresay only

"Firemen support Jones as the best choice for our towns future"

(firemen are only experts on the towns fire safety)

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appeal to force:

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predicts dangerous outcomes if u follow a course other than the speakers

"This kind of policy will loose your job- and hurt your childrens future"

(is there evidence that might actually build prosperity and bring additional jobs?)

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appeal to popularity:

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'bandwagon'

holds an opinion to be valuable because a large number support it

"Polls show that Americans prefer there current health care systems"

(are there options? could a majority be missing the boat?)

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attacking the person:

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'ad hominem'

attacks the person making the argument instead of the argurment

attacks the person because of whom they associate with

insinuates that the person making argument would gain from it

"Certainly he is in favor of a single tax-hes rich!"

(could a single tax benefit others too?)

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false dilemma:

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offers a limited number of options when there are other choices

"either make marijuana legal or loose another generation."

(are there other ways to deal with the drug issue?)

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hasty generalization:

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uses a sample to small to support the conclusion

"We've seen at the factory that free trade does not help the American worker"

(how about the millions of American workers everywhere?)

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slippery slope:

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threatens a series of consequences from taking a simpler course of action

"First guns then laws then we'll loose all democracy"

(do gun laws imply confiscation?)

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propaganda:

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started as a neutral term

a way to spread an idea to a large population

the use of written, spoken, pictoral, or musical representation to influence thought and action through debatable techniques

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advertising:

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non personal presentation and promotion by identified sponser

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two types of advertising:

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commercial (classified or display)

noncommercial (govt notices and PSAs)

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subliminal advertising:

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practice of showing images so quickly no one will notice

sex and advertising

product placement in movies and on tv that are supposed to be noticed

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public relations:

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try to influence news reporters and editors

attempt to influence public opinions positively about products, companies, issues

use press release and news conference to sway public opinion

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advertising and public relations:

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realized competition from PR firms

bought many PR firms and now owns 6 -10 largest PR firms

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politics and public relations

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nearly all govt agencies have some sort of public relations activity

Richard Nixon and Watergate

lobbyists: paid by corporations or public interest groups to influence political action that directly impacts their operations or members

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journalism and public relations:

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newspapers use pre-prepared news releases

gives company free publicity

news release easy and inexpensive to release

events staged to attract media attention

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persuasion techniques used by media:

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guest appearances
news releases
expanded news releases

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news releases:

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expensive but larger audience than print

expanded news: infomercials disguised as news or talk shows

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what is stereotyping and why is it harmful?

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way to describe a person with collective rather than unique characteristics

leads to scapegoating->discimination->segregation->physical abuse

media messages that stereotype become part of our long term memory

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how does the media stereotype?

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crime, entertainment and sports but rarely with general interest, business, education, health and religious

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why does the media stereotype?

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advertisers demand shortcut pics

lazy or highly pressured reporters

few members of diverse cultural groups working in profession

presumed, conditioned expectations of readers

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dominant cultures:

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not designated bu having the most members but by having the most economic and political influence

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the communications industry:

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is a corporate enterprize that obtains income from advertisers

hidden agenda to supply advertisers w consumers

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advertiser pressure:

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influences editoral stories because they veiw newspapers as powerful medium

publishers beleive newspapers should serve advertisers and not the public

advertising is 68% of newspapers

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soft news stories:

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feature stories on food, fashion and lifestyles

designed to attract consumers

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tabloid journalism:

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idea that anything can be aired as long as it has pics

becomes part of mainstream journalism as economic pressures become greater and ad budgets shrink

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what is the purpose behind image analysis?

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every pic has something to communicate and an image is forgotten if it not analyzed

u become intelectually involved with the pic and base conclusions on images rather than emotional responses

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six perspectives of image analysis:

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personal
historical
technical
ethical
cultural
critical

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personal image analysis

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gut reaction based on subjective opinions

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historical image analysis

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determanation of importance of the work based on time line

is there a specific style the image imitates?

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technical image analysis

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relationship between light,medium and presentation of the work

how was the image produced?
what techniques were employed?
is the image of good quality?

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ethical image analysis

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moral and ethical responsibities that the producer, subject and veiwer of the work have

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6 ethical image analysis philosophies:

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categorical imperitave
utilitarianism
hedonism
golden mean
golden rule
veil of ignorence

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cultural image analysis

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analysis of symbols used in the work that conveys cultural meaning

closely related to semiotics approach

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critical image analysis

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issues that transcend an image and shape a reasoned personal reaction

what do i think about this image now that ive spent so much time looking at it?

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analysis of an image is a:

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cyclic event in which you move from an inititial emotional and subjective reaction to a rational, thoughtful personal response

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Saul Bass background phase one:

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1920-1996

five decades a design innovator

prologue to a movie: setting the tone, providing the mood and foreshadowing the action

launched film career w/ 'man w golden arm' and last title sequence was 'casino'

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Saul Bass background phase 2:

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1969 Oscar for 'why man creates'

with Psyco representation was abandoned

asked by Kubrick to direct battle scenes from Spartacus

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Saul Bass:

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created a graphic design specialty- movie title sequence designer

graphic designer that advocated focusing on essentials such as one single idea

relied on visuals over language

development of corporate identity

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halftone printing process:

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industrial phase (1761-1890)

1885 by Fredrick Ives

halftone screen composed of up and down lines used with a photoengraved plate

allowed regular use of photographs in the media by WWI

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'good graphic design'

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contrast
balance
rhythm
unity

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contrast

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'good graphic design'

refers to differences in color, size, symbolism, time, and in designs

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proportion:

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in contrast 'good graphic design'

scale: refers to the spatial relationships bt design elements and size of frame

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white space:

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in contrast 'good graphic design'

spaces among the various elements that keep the eye from becoming fatigued

related to size bc the scale of the elements determains how much white space ia available

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sound:

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in contrast 'good graphic design'

refers to all audio aspects involved with a presentation: music, narration, dialogue & sound effects

designers have to orchestrate contrasting lengths of time and sound

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balance:

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'good graphic design'

placement of elements within a frame

must equalize weight bt horizontal and vertical axes

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rhythm:

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'good graphic design'

controls movement of veiwers eyes from one element to another

simplicity and sequencing help determain a veiwers path through a peice

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simplicity and sequencing

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in rhythm 'good graphics'

sequencing: positioning of individual elements so that a veiwer veiws them in order

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unity:

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in 'good graphics'

elements within a design should all be of simlar content with elements fitting the same mood

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goal of graphic design:

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should be communicating visual messages,not winning awards

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5 eras of graphic design:

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pre-gutenburg

gutenburg

industrial

artistic

digital

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Pre Gutenburg era

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before 1465

egyptians illustrated wall decor and manuscripts: Books of the Dead

Greeks Plato and Vitruvious expressed 'dynamic symmetry' composed of natural shapes found in the world: square, triangle and circle (golden mean, ratio or section)

mathmatical breakthrough that developed Roman letters and graphics

clerics

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Gutenburg era

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invention of the printing press

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Industrial Era

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graphic designs intent was to attract customer through advertising

Egleman invented color lithography

Neipce invented photography

one of the first pic mags, Harpers Weekly, named Thomas Nast first visual artist

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Artistic Era

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1891-1983

invent of halftone produced widespread use of images

Steven Horgan- first reproduced photo using printing press

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Digital Era

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marked by the advent of the computer

world wide web

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Matt Groeneng

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creator of The Simpons

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The Simpsons:

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created in high school and first aired in 1989

son of Homer

Life in Hell

Brooks asked him to animate for Gracie Films

father Homer

working class heros

example of social satire

syndicated in 1994

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how did the term 'yellow journalism' begin?

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Hogans Alley comic strip published in New York Herald had a main character that wore yellow

strip became known as The Yellow Kid of Hogans Alley and the tactic journalist used to increase circulation was known as yellow journalism

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3 types of single framed cartoons:

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caricatures
editorials
humorous

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caricatures

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(single frame)

first cave drawings in egypt to mock Ikhnaton

soldiers portrait under Pomeii and sexually explicit graffiti on houses

early christian satires of people in society

Leonardo DiVinci famous portrait of the study of unflattering portraits

(carrici siblings) Italians invented caracature in 1590
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Al Hirschfeild: broadway and hollywood stars




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editorials

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(single frame)

founder Hogworth:moralistic rather than entertainment

Frankilin: the founder of of American political cartooning
-cry for unity: JOIN or DIE- first political cartoon printed in America

Thomas Nast made most famous political cartoon: great emotional drawings in Harpers Weekly that covered Civil War; William 'boss' Tweed

Bill Mauldin (Willie and Joe): seargent that drew during WWI Lincoln Memorial greiving death of Kennedy

Paul Conrad: present day Times

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humorous

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(single frame)

Freud: harmless pleasure

Charles Adams: 'Adams Family' in the New Yorker

Gary Larson: The Far Side

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caricatures

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(single frame)

first cave drawings in egypt to mock Ikhnaton

soldiers portrait under Pomeii and sexually explicit graffiti on houses

early christian satires of people in society

Leonardo DiVinci famous portrait of the study of unflattering portraits

(carrici siblings) Italians invented caracature in 1590
(caricare: to load)

Al Hirschfeild: broadway and hollywood stars




(caricare: to load)

Front 76

editorials

Back 76

(single frame)

founder Hogworth:moralistic rather than entertainment

Frankilin: the founder of of American political cartooning
-cry for unity: JOIN or DIE- first political cartoon printed in America

Thomas Nast made most famous political cartoon: great emotional drawings in Harpers Weekly that covered Civil War; William 'boss' Tweed

Bill Mauldin (Willie and Joe): seargent that drew during WWI Lincoln Memorial greiving death of Kennedy

Paul Conrad: present day Times

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humorous

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(single frame)

Freud: harmless pleasure

Charles Adams: 'Adams Family' in the New Yorker

Gary Larson: The Far Side

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multi framed cartoons:

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comic strips, comicbooks and animated films

differences include medium, pace and effort required by the veiwer

historial rooks are similar: Egyptian papyrus, Greek vases, Jap con't cartoons (emakimonos); 1607 Bayuex Tapestry (Norman conquest of England)

jap toys: ombros chinoises inspired film makers and gesalt approach

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cartoons: frame

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tops and bottoms that contain narration

animated film voice overs

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cartoons: setting

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background illustrations

leveling: degree to which elements of reality are removed; controls seriousness of cartoon

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cartoons: characters

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how realistic cartoons are drawn control seriousness

assimliation: technique of exagerating features

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cartoons: motion lines

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used to inticatemovement

hites: horizontal
vites: vertical
dites: diagonal
agitrons: repetitive
briffits: puffs of smoke or dirt
waftaroms: odors that float
plewds:sweat beads

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cartoons: typography

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emphasizes important words

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cartoons: balloons

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encircled dialogue

unbroken: normal
perforated: whisper
spiked outline: yelling
bubbles- thoughts
icicles: conceieted or aloof
tiny: emotional or ashamed
zigzag: telephone
tail: off camera

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cartoons: action sequence

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perspectives, framing variations, lighting, montage, panning and quick cut editing

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who created the first photograph?

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Joseph Neicephore Niepce

trying to imporove lithograph process

found that bitumen of Judea (type of asphalt) hardened with exposure to the sun

when soft exposed parts washed away the result was a positive image

he placed the emulsion on pewter plate in camera

named process heliography

took about eight hours and produced grainy image

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photography: depth of feild

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amount of focus within a field of view

wide angle: more
telophoto: less

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photography: aperature:

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amount of time a camera shutter stays open

regulates amount of light exposure hitting the surface of a film

small aperture has higher f-stop

determains forground/ background focus

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photography: shutter speed:

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amount of time cameras shutter stays open

slow: cause blurring of motion
fast- reduces shaking

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photography: ISO

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international standard that determines film speed

refers to amount of color in black or white films

low speed: 100 ISO or less
high speed: 400 or more

the higher the more sensitive to light

high advantage: can take pics in low light but image appears more grainy

low ISO gives best resolution as long as there is enough light

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photography lenses:

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wide angle
normal
telephoto

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photography lenses: wide angle

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produces expansive scene setting veiw

less than 50 mm focal length

curvature can distort sides of an image (fish eye)

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photography lenses: normal

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mimics angle seen by the eye

focal length of 50 mm

more depth of field

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photography lenses: telephoto

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close up narrow perspective

more than 50 mm focal length

shallow depth of feild