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Visual Communication

Book Description

Visual Communication incorporates contextual essays that explore how cultural theory can be applied to the real-world practice of graphic design, and are discussed by designers such as Neville Brody, Michael Bierut and Joan Farrer. This title helps students to develop sound critical judgment and informed strategies for the conception of new ideas that accurately reflect the current zeitgeist. All arts graduates study cultural theory as a part of their degree courses. This title is a companion guide to this theory; it has been edited to fit broadly into the diverse curricula of art schools and colleges around the world and is tailored for course adoptions.

Table of Contents

  1. Cover
  2. Title page
  3. Copyright
  4. Visual Communication
  5. Contents
  6. How to use this book
  7. The Theory/Foreword: Isn’t design simply all about ‘the visual’?
  8. The Practice/Foreword
  9. Aims of chapter 1-Communication
    1. The Theory Introduction
    2. Even natural processeshave explanations
    3. Communication as a process
    4. Three types ofcommunication problem
    5. Client, designer and audience
    6. Describing audiences
    7. Noise, redundancy and entropy
    8. Semiotics
    9. The problem with theprocess model
    10. Semiotics in practice
    11. Semiotics in theory
    12. Polysemy
    13. The death of the author
    14. All design is political:part one
    15. Ideology – them and us
    16. Afterword
    17. No more rules?
    18. The Practice Introduction
    19. The practitioners
    20. Neville Brody
    21. Michael Bierut
    22. Questions in summary
  10. Aims of chapter 2-Culture
    1. The Theory Introduction
    2. Everyday visual communication
    3. What is culture?
    4. Critiques of mass culture
    5. Designing desire – how advertisers use signs
    6. Mass culture and meaning
    7. All design is political:part two
    8. Hegemony
    9. Cultural consumption – as visual communication
    10. Style and identity
    11. The home front
    12. The wardrobe
    13. Afterword
    14. ‘Meaningful’ is not thesame as ‘full of meaning’...
    15. The Practice Introduction
    16. The practitioners
    17. Joan Farrer
    18. Shin Azumiand Tomoko Azumi
    19. Questions in summary
  11. Aims of chapter 3-Conflict
    1. The Theory Introduction
    2. Form versus function: Styling as communication
    3. All design is political:part three
    4. Design for the real world
    5. The political economy of signs
    6. The political designer
    7. Culture jamming
    8. Commercial reality
    9. Design under threat?
    10. We’re all designers now!
    11. The Mac generation
    12. No: more rules
    13. The field of cultural production
    14. Is design art?
    15. Circular logic
    16. Afterword
    17. Beneath the surface
    18. The Practice Introduction
    19. The practitioners
    20. Erik Spiekermann
    21. Emmi Salonen
    22. Questions in summary
  12. Design/photography biographies
  13. Bibliography
  14. Index
  15. Credits
  16. Back Cover