This Handbook of Visual Communication explores the key theoretical areas in visual communication, and presents the research methods utilized in exploring how people see and how visual communication occurs. With chapters contributed by many of the best-known and respected scholars in visual communication, this volume brings together significant and influential work in the visual communication discipline.

The theory chapters included here define the twelve major theories in visual communication scholarship: aesthetics, perception, representation, visual rhetoric, cognition, semiotics, reception theory, narrative, media aesthetics, ethics, visual literacy, and cultural studies. Each of these theory chapters is followed by exemplar studies in the area, demonstrating the various methods used in visual communication research as well as the research approaches applicable for specific media types.

The Handbook serves as an invaluable reference for visual communication theory as well as a useful resource book of research methods in the discipline. It defines the current state of theory and research in visual communication, and serves as a foundation for future scholarship and study. As such, it is required reading for scholars, researchers, and advanced students in visual communication, and it will be influential in other disciplines in which the visual component is key, including advertising, persuasion, and media studies. The volume will also be useful to practitioners seeking to understand the visual aspects of their media and the visual processes used by their audiences.

part |2 pages

PART I Aesthetics

chapter 1|20 pages

Aesthetics Theory

ByDennis Dake

chapter 2|20 pages

Creative Visualization

ByDennis Dake

part |2 pages

PART II Perception

chapter 3|18 pages

Perception Theory

ByAnn Marie Barry

chapter 4|18 pages

Eye Tracking Methodology and the Internet

BySheree Josephson

chapter 5|16 pages

Perception and the Newspaper Page: A Critical Analysis

ByKen Smith

part |2 pages

PART III Representation

chapter 6|18 pages

Representation Theory

ByKeith Kenney

chapter 7|10 pages

Cultural Palettes in Print Advertising: Formative Research Design Method

BySandra Moriarty, Lisa Rohe

part |2 pages

PART IV Visual Rhetoric

chapter 9|12 pages

Theory of Visual Rhetoric

BySonja K. Foss

chapter 11|12 pages

Visual Metaphors in Print Advertising for Fashion Products

ByStuart Kaplan

part |2 pages

PART V Cognition

chapter 13|18 pages

Cognitive Theory

ByRick Williams

chapter 14|14 pages

Children’s Comprehension of Visual Images in Television

ByGeorgette Communtziz-Page

part |2 pages

PART VI Semiotics

chapter 15|16 pages

Visual Semiotics Theory

BySandra Moriarty

chapter 16|14 pages

An Intended-Perceived Study Using Visual Semiotics

BySandra Moriarty, Shay Sayre

chapter 17|12 pages

The Image and the Archive: A Semiotic Approach

ByDennis Dunleavy

part |2 pages

PART VII Reception Theory

chapter 18|24 pages

Reception Theory

ByGretchen Barbatsis

chapter 19|20 pages

A Textual Analysis of Political Television Ads

ByGretchen Barbatsis

chapter 20|12 pages

Phenomenology and Historical Research

ByMichael Brown

part |2 pages

PART VIII Narrative

chapter 21|22 pages

Narrative Theory

ByGretchen Barbatsis

chapter 22|12 pages

Using Narrative Theory to Understand the Power of News Photographs

ByTrischa Goodnow

part |2 pages

PART IX Media Aesthetics

chapter 23|20 pages

Aesthetics Theory

ByHerbert Zettl

chapter 24|20 pages

A Content Analysis of Political Speeches on Television

ByRobert Tiemens

chapter 25|22 pages

Examining Documentary Photography Using the Creative Method

ByCraig Denton

part |2 pages

PART X Ethics

chapter 26|16 pages

Visual Ethics Theory

ByJulianne H. Newton

chapter 27|14 pages

A Survey of Reactions to Photographic Manipulation

ByShiela Reaves

chapter 28|20 pages

Studying Visual Ethics by Applying a Typology of Visual Behavior

ByJulianne H. Newton

part 29|2 pages

Visual Literacy Theory

chapter 29|22 pages

Visual Literacy Theory

chapter 30|16 pages

Media Literacy, Aesthetics, and Culture

ByElizabeth Burch

part |2 pages

PART XII Cultural Studies

chapter 31|18 pages

Cultural Studies Theory

ByVictoria O’Donnell

chapter 32|14 pages

A Burkean Analysis of a Television Promotional Advertisement

ByJoseph C. Harry

chapter 33|12 pages

A Cultural Analysis of the Unisys “Monitor Head” Television Commercial

ByVictoria O’Donnell