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A timely introduction to visual culture. The Essential Guide to Visual Communication offers an overview of the impact of visual communication on contemporary society and emphasizes the importance of studying it. Students learn how governments, corporations, and individuals use images to communicate messages— from propaganda to magazine covers to memes.
Emphasis on media literacy. With a scholarly specialization in visual rhetoric, McGeough emphasizes how visual communication can inform public memory and cultural values. Thorough coverage of design principles empowers students with the knowledge they need to become more savvy consumers of visual media, while checklists at the end of each chapter remind students to consider what images may exclude or how they might be altered.
Annotated images and figures aid in skill development. Dozens of images throughout the text help students understand how visual communication theory and principles are applied in the images they encounter every day. Three extended visual analyses demonstrate not only the steps students should take to analyze an image, but also the broad and deep messages they will likely find when doing so.
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