Card Set Information
Visual Communication Midterm Chapter 6
Know the definition of "shock advertising"
I outlined at the beginning of the presentation and be able to explain it.
deliberately, rather than inadvertently, startles and offends its audience by
violating norms for social values and personal ideals.”
How does "shock" messaging differ from
"associative" and "subliminal" messaging?
Shock advertising is more in your face and is meant to “shock” or catch your
attention while subliminal is somewhat snuck into the ad and is only seen if
they person looks for the content.
What Benetton ads stopped the company's
controversial shock advertising campaign? What was showcased in the ads?
United Colors of Benetton; the ad with the prison inmates and the words “Sentenced to
From the presentation, what two types of
"companies" seem to use/used shock advertising most to
Clothing and alcohol
During what decade was Johannes Gutenberg's
commercial printing press first developed?
To visual communicators, for what is British
critic, artist, and novelist John Berger best known?
For his landmark book on visual culture, Ways
of Seeing, which was developed into a television series for BBC.
Historian/educator David Perlmutter identified
eight ways to help understand an image. What are these? Be able to give examples.
was the image physically produced and how are elements combined within a frame
are the major elements and what is the story being told
what is the context for the image and how was it put to
what emotions are conveyed by the content and how those
feelings translated across cultures
how are the symbols and metaphors employed and what are any
culturally sensitive elements
what are the philosophical justification for making
and showing the work and what are any responsibilities the producer has to the
subject and viewers
societal or period:
how does the image reflect the culture and mores of
the time it was produced and what does it communicate to future generations
how is the image similar to previously created works and
how does it fit within the body of work of the image creator
What are the six perspectives of visual analysis?
personal, historical, technical, ethical, cultural, and critical
What is the "ethics mantra"?
Doing your job and not causing unjust harm
How many principal ethical philosophies should be
used to analyze a picture? Be able to define these principals
the golden rule:
do onto others and you want others to do onto you
: act to maximized pleasure now, and not worry about the future
veil of ignorance
Who founded the "Hedonism Philosophy"?
What is it based on?
Aristipuss from the Greek work for pleasure closely
related to philosophies of nihilism and narcissism. Intellectual pursuits an
use restraint and good judgment in their personal relationships.
What does the "Golden Mean Philosophy"
refer to? How must a viewer use this philosophy?
Refers to finding a middle ground or a compromise between two extreme points of view
or actions. To use the philosophy, you must first think of the two most extreme
Be able to define "Categorical
Categorical means unconditional, and imperative means that the concept should be employed with any question, extenuating circumstances, or exceptions.
The "Utilitarian Philosophy" is
considered the work of what two men?
Jeremy Bentham and John Stuart Mill
Be able to explain how editors and news directors
use and misuse the Utilitarian Philosophy
To justify the printing of disturbing accident
scenes in their newspapers, magazines, on television, and on websites
What does the "Veil of Ignorance
Philosophy" consider in its practice? What is a popular phrase that defines
Considers all people equal as if each member were wearing a veil so that such attributes
as age, gender, ethnicity, and so on could not be determined.
What award did John Rawls receive due to his
philosophy? Who awarded it o him? What reasoning was given?
In 1999 he received the National Humanities Medal
from President Bill Clinton because he “helped a whole generation of learned
Americans revive their faith in democracy itself.”