VISUAL THEORIES SENSORY THEORIES GESTALT CONSTRUCTIVISM Those who

SENSORY THEORIES GESTALT CONSTRUCTIVISM Those who advocate the sensory theories (gestalt and constructivism) that

PERCEPTUAL THEORIES SEMIOTICS COGNITIVE Concerned with the meaning that humans associate with images -

SENSORY THEORIES PERCEPTUAL THEORIES Two sets of theories can be summed by the difference

Individual elements of a scene that are different than the whole is a concept

GESTALT Similarity Proximity Continuation Common Fate

CONSTRUCTIVISM Hochberg found the eyes of his subjects where in constant motion as they

SEMIOTICS Iconic Signs Indexical Signs Symbolic Signs

Of all the semiotic signs, an iconic sign has the strongest, one-to-one connection between

Indexical Signs have a logical, common sense connection to a thing or idea they

Metonymic Code An advertising photo of a happy family using a product is an

Analogical Code Joe notices that his girlfriend's blue eyes remind him of the sky

Displaced Code Phallic symbols are often used in advertising images associated with alcohol and

Condensed Code A music group uses several signs to create a new complex message

Seeing a face on a tree trunk is an example of projection aspect in

CNN’s Headline News was criticized for having too many visual displays on the screen

The photographer Walker Evans created a series of common tools that demonstrated the habituation

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VISUAL THEORIES

SENSORY THEORIES GESTALT CONSTRUCTIVISM Those who advocate the sensory theories (gestalt and constructivism) that direct or mediated images are composed of light images that attract or repeal us They are concerned with what the brain sees - the visual cues of color, form, depth and movement

PERCEPTUAL THEORIES SEMIOTICS COGNITIVE Concerned with the meaning that humans associate with images - what the mind sees Visual perception is content driven -- we assign complex meaning to the objects we see.

SENSORY THEORIES PERCEPTUAL THEORIES Two sets of theories can be summed by the difference in what something looks like and what it actually is.

Individual elements of a scene that are different than the whole is a concept associated with gestalt.

GESTALT Similarity Proximity Continuation Common Fate

CONSTRUCTIVISM Hochberg found the eyes of his subjects where in constant motion as they scanned an image and the subject used their short-term memory to help build a mental picture of a scene

SEMIOTICS Iconic Signs Indexical Signs Symbolic Signs

Of all the semiotic signs, an iconic sign has the strongest, one-to-one connection between the image and what it represents

Indexical Signs have a logical, common sense connection to a thing or idea they represent rather than a direct resemblance to the object Footprint in the sand - stands for the person who impressed them

PERCEPTUAL THEORIES COGNITIVE THEORY

Metonymic Code An advertising photo of a happy family using a product is an example of metonymic code.

Analogical Code Joe notices that his girlfriend's blue eyes remind him of the sky on a bright summer morning. This is an example of the analogic code

Displaced Code Phallic symbols are often used in advertising images associated with alcohol and lipstick. This is an example of displaced code.

Condensed Code A music group uses several signs to create a new complex message in their latest music video. This is an example of condensed code.

Seeing a face on a tree trunk is an example of projection aspect in the cognitive approach.

CNN’s Headline News was criticized for having too many visual displays on the screen at one time. Its presentation was an example of the dissonance aspect of the cognitive approach

The photographer Walker Evans created a series of common tools that demonstrated the habituation aspect of the cognitive approach