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62 Cards in this Set
- Front
- Back
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What is Dissonance?
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Dissonance is not being able to focus on one thing. To have mental conflict
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What is Culture?
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Culture is a shard set of attitudes, value, and goals of a group
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How do we think of words?
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We associate them with images in our long term memory.
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What is Shock Advertising?
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Shock advertising is controversial or usual images that are used to get the customers attention.
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Who is Benetton? Tell what kind of ads he created.
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Benetton is the leader in shock advertising? He used Daivd Kirby (AIDS) in his ads along with death row inmates.
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Describe Persuasion and tell what kind of role that it plays.
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Persuasion is factual and emotional information. Its role can be described at Ethos, Logos, and Pathos.
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Describe Propaganda and tell what kind of role that it plays.
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Propaganda is one-sided, non-factual information. It plays a role in misleading, or giving false information to the public.
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What are Iconic Signs? Give an example.
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Iconic signs are signs that most closely resemble the thing that they are trying to represent. Example : A stop sign.
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What are Indexical Signs? Give an example.
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Indexical signs are signs that are common sense or logical related to the object. An example would be when you see smoke, you think fire!
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What are Symbolic Signs? Give an example.
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Symbolic signs are abstract signs that have to be taught to you.
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What is Gestalt?
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Gestalt is described as the whole is different from the sum of its parts.
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Describe Visual Persuasion in Advertising.
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Visual Persuasion in Advertising is words, images, or situations they want the customer to make assumptions about and ads that relate to their own behavior.
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Describe Visual Persuasion in Public Relations.
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Visual Persuasion in Public Relations is an influence of public opinion to persuade them about a product, company or issue.
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Describe Visual Persuasion in Journalism.
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Visual Persuasion in Journalism uses bold headlines, dramatic pictures and shot easy-to-read stories.
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What is Inventory of an image?
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Inventory of an image is when you make a list of all the elements that you see.
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What is Composition of an image?
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Composition of an image is all the elements of the image put together.
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What are Visual Cues of an Image?
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Visual cues of an image are form, depth and movement.
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What are the Cognitive Elements?
(List 8) (M | P | E | S | H | S | D | C) |
1. Memory
2. Projection 3. Expectation 4. Selectivity 5. Habituation 6. Salience 7. Dissonance 8. Culture |
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What are the 6 Image Aesthetics? (P | H | T | E | C | C)
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1. Personal
2. Historical 3. Technical 4. Ethical 5. Cultural 6. Critical |
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Describe a Personal Perspective.
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A conclusion based on your own personal perspective.
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Describe a Historical Perspective.
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A conclusion based on your knowledge or history, that allows you to understand current trends in technique and philosophies of the past.
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Describe a Technical Perspective.
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A conclusion based the knowledge of how each media is presented or created.
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Describe a Ethical Perspective.
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A conclusion based of the study of persons, beings, and systems of behavior or how they should behave.
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Describe a Cultural Perspective.
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A conclusion based on analysis of symbols and metaphors that give meaning to society as a whole.
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Describe a Critical Perspective.
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A conclusion based on the object or society in general.
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What is the Golden Rule?
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The golden rule is "do unto others, as they would do to you"
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What is Hedonism?
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Hedonism is pleasures of the mind and body.
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What is the Golden Mean?
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The golden mean is finding a compromise between two extremes.
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What is Categorical Imperative?
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The categorical imperative means that right is right and the right thing to do must be done no matter what it takes.
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What is Utilitarianism?
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Utilitarianism is where moral worth is determined by its utility in providing happiness or pleasure.
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Describe the Veil of Ignorance.
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The Veil of Ignorance is that all people are equal so that attributes like age, ethnicity, and gender cannot be determined.
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What is Constructivism?
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Constructivism is where we gain knowledge and meaning from our experience and ideas.
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What is Semiotics?
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Semiotics is the study of signs,
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What are Exceptions of an Image?
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Expectations of an image is where you have false or misleading perceptions.
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What is Selectivity of an Image?
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Selectivity of an image is where our perceptions are unconscious.
(You don't think about breathing) |
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What is Habituation?
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Habituation is where the mind ignores the stimulation that is apart of our daily activities.
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What is Salience?
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Salience is where things will be noticed more if it has meaning to a person.
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What is condensed code? Give an example.
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Condensed code are signs that combine to form a new message. Example: Music Videos.
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What is Cognitive Theory?
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Cognitive Theory is what's going on in a viewers mind is just as important as the images that can be seen.
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What is memory?
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Memory is a link with all the images we have seen.
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What is Projection?
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Projection is when we see recognizable forms.
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What is Metonymic Code?
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Metonymic Code is a collection of signs that cause the viewer to make assumptions
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What is Analogical Code? Give an example.
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Analogical Code is a group of signs that cause the viewer to make comparisons. Example : Figures of speech
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What is Displaced Code?
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Displaced Code is a transfer of meaning from one set of signs to another.
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Name Aristotle's 3 principles.
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1. Ethos
2. Logos 3. Pathos |
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How many frames per second can our eyes see?
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18 to 20 fps.
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What is Real Movement in an Image?
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Real movement is action seen by the viewer.
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What is Apparent Movement in an Image?
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Apparent movement are a series of images like a video.
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What is Graphic Movement in an Image?
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Graphic movement is the movement of your eyes over a page.
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What is Implied Movement in an Image?
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Implied movement is motion that the viewer perceives.
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What is the Objective Method?
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The Objective Method describes color that can be measured by its wavelength.
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What is the Comparative Method?
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The comparitive method is making color association with other things.
(Red=blood) |
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What is the Subjective Method?
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The Subjective method is where emotions or memories associated with the color.
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Who wrote "The Art of Seeing"?
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Aldous Huxley
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Name and descibe the 6 points in the "Art of Seeing" {S | S | P | R | L | K}
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1. Sense: sensing the object
2. Select: focus on a certain part 3. Perceive: making sense of what you select 4. Remember: Recall what you sense 5. Learn: learn/compare what your sense 6. Know: the more you know the more you see |
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What is Continuation?
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Continuation is the dislike of sudden changes. Our brains like continuous lines.
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What is Common Fate?
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Common Fate is elements with the same moving direction are perceived as a collective unit.
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What is Similarity?
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Similarity is object that are similar can be grouped together by the brain.
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What is Proximity?
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Proximity is where the brain will group together objects when they are close to each other.
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What is Ethos?
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Credibility of the persuasion.
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What is Logos?
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means persuading by the use of reasoning or logic
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What is Pathos?
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means persuading by appealing to the reader's emotions
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