Seeing Is Believing: An Introduction to Visual Communication

Berger, Arthur Asa

doi:10.2307/431664

Cited by 62 publications

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“…Complex and traditionally technological products, automobiles have long been given human-like traits and design features-body, nose, headlights like eyes and so forth (Berger 1998). Rather than ascribe male qualities to the car, the copywriter fell back to animal qualities as a proxy, thus opening up possible reading outside the realm of heterosexuality.…”

Section: Lexus Ls 400mentioning

confidence: 99%

Mirrors of Masculinity: Representation and Identity in Advertising Images

Schroeder

Zwick²

2004

Consumption Markets & Culture

260

206

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Section: Lexus Ls 400mentioning

confidence: 99%

Mirrors of Masculinity: Representation and Identity in Advertising Images

Schroeder

Zwick²

2004

Consumption Markets & Culture

260

206

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“…Questions aimed at developing skills in the audience hermeneutic analysis of media texts [Berger, 2005; As changes in the show characters and situations help to develop action media text? Does it ever happen that certain facts about the characters, items, or locales are hidden from the audience for the discharge voltage or the desire to uncover the mystery or crime?…”

Section: The Cycle Of Creative Activities Aimed At Developing the Skimentioning

confidence: 99%

Hermeneutic Analysis of the Cultural Context of the Functioning of Media in Society and Media Texts on Media Literacy Education Classes

Fedorov¹,

Чехов²

2015

Journal of International Network Center for Fundamental and App

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Hermeneutic Analysis of Cultural Context is a study of the process of interpretation of media texts, cultural and historical factors influencing the viewpoint agencies / media text and the author's point of view on the audience. Hermeneutical analysis suggests a media text comprehension through comparison with cultural tradition and reality; penetration into the logic of media texts; analysis skills through comparison of artistic images in the historical and cultural context. Thus, the system is subject to analysis media and its operation in society, human interaction, language, and media using. For the purposes of media education in this case stand out: the creation of a culture of interaction with the media, the development of the perception of different types of information, skills analysis and interpretation of media texts, the formation of critical thinking, creativity in the field of media.This article presented the main directions for Hermeneutic Analysis of Cultural Context on media literacy education classes for student audience, including the examples of creative problems and issues associated with this type of the analysis in the context of media literacy education problems, ie based on six key concepts of media literacy education: agency, category, language, technology, audience, representation. The author supposes that the Hermeneutic Analysis of Cultural Context of media texts on media literacy education classes can significantly develop media competence of students, including critical thinking.

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“…According to Berger (2012), the metaphor is "A mode of communication in which meaning is generated by making comparisons" (Berger 2012, p. 241). A metaphor is actually a strong analogy which suggests equivalence between the two objects/things being compared (Berger, 2012). For instance, if you say that your love is a rose, then you are using a metaphor.…”

mentioning

confidence: 99%

“…Suggesting such equivalence will cause the receiver of your message to attribute qualities of a rose to your love. So, a rose is beautiful and if your loves a rose then your love must be beautiful as well (Berger, 2012). The current paper aims to examine advertisements in which metaphorical comparisons were made in the case of some products.…”

mentioning

confidence: 99%

Metaphors Role In The CSR (Corporate Social Responsibility) Campaigns

Muresan¹,

Paștiu²

2017

The European Proceedings of Social and Behavioural Sciences

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Considered as figures of speech metaphors are about transferring associations from one experience to another in various fields, from the literary theory to scientific domain, as well. According to Berger (2012), the metaphor is "A mode of communication in which meaning is generated by making comparisons" (Berger 2012, p. 241). A metaphor is actually a strong analogy which suggests equivalence between the two objects/things being compared (Berger, 2012). For instance, if you say that your love is a rose, then you are using a metaphor. Suggesting such equivalence will cause the receiver of your message to attribute qualities of a rose to your love. So, a rose is beautiful and if your loves a rose then your love must be beautiful as well (Berger, 2012). The current paper aims to examine advertisements in which metaphorical comparisons were made in the case of some products. The purpose was to identify what rhetorical themes emerged among the advertisements, and to determine if the visuals could provide sufficient content for a marketing message. An analysis was performed on each through the application of visual semiotics. Findings indicated that a visual metaphor approach can deliver involved rhetorical marketing messages to the viewer. The methodology used in the case of this research study contains two basic directions: a documentary research on the metaphor typology and the use of metaphors in the case of Social Responsibility Campaigns, and the link between the advertising construction theory for a campaign and the forms of advertisement, as well as.

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Seeing Is Believing: An Introduction to Visual Communication

Cited by 62 publications

References 0 publications

Mirrors of Masculinity: Representation and Identity in Advertising Images

Mirrors of Masculinity: Representation and Identity in Advertising Images

Hermeneutic Analysis of the Cultural Context of the Functioning of Media in Society and Media Texts on Media Literacy Education Classes

Metaphors Role In The CSR (Corporate Social Responsibility) Campaigns

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