Handbook of Visual Communication: Theory, Methods, and Media

Front Cover
Kenneth L. Smith, Sandra Moriarty, Keith Kenney, Gretchen Barbatsis
Taylor & Francis, Nov 16, 2004 - Language Arts & Disciplines - 624 pages
0 Reviews
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.

What people are saying - Write a review

We haven't found any reviews in the usual places.

Other editions - View all

About the author (2004)

Ken Smith is assistant professor of English and director of writing at Indiana University South Bend. Previously, he directed the course at Rutgers from which Literacies was developed.

Wllliam Wells." One of the industry's leading market and research authorities, Bill Wells is Professor of Advertising at the University of Minnesota's School of Journalism and Mass Communication. Formerly Executive Vice President and Director of Marketing Services at DDB Needharn Chicago, he is the only representative of the advertising business elected to the Attitude Research Hall of Fame. He earned a Ph.D. from Stanford University and was formerly Professor of Psychology and Marketing at the University of Chicago. He joined Needham, Harper, Chicago as Director of Corporate Research. Author of the Needham Harper Lifestyle study as well as author of more than 60 books and articles, Dr. Wells also published "Planning for ROI: Effective Advertising Strategy" (Prentice Hall, 1989).

"John Burnett." A Professor of Marketing at the University of Denver, he holds a D.B.A. degree in Marketing from the University of Kentucky. John is a coauthor of "Introduction to Marketing Communications: An Integrated Approach." In addition, his numerous articles and research papers have been published in a wide variety of professional and academic journals. In particular, his research has examined the effectiveness of emotional appeals in advertising and how various segments respond to such strategies. He is an active consultant and expert witness in marketing and advertising and has served as a consultant for AT&T, Qwest, First Trust, Noel-Levitz, and others.

"Sandra Moriarty." Sandra Moriarty holds a B.J. and M.S. in journalism from the University of Missouri and a Ph.D. from Kansas State University. Before moving into full-time teaching, she owned her own public relations and advertising agency.Currently, Dr. Moriarty is a professor at the University of Colorado, Boulder where she teaches in the Integrated Marketing Communication graduate program. In addition to an extensive list of articles in both scholarly and trade journals, Dr. Moriarty has authored or co-authored 9 other books, including "Driving Brand Value, Creative Advertising, The Creative Package," and "Introduction to Marketing Communications: An Integrated Approach.

Bibliographic information