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Comm1300_2_05 - Visual Comm 1300 Lecture 6 Syntactical...

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Visual Comm 1300 Lecture 6 2-5-09 Syntactical indeterminancy (what visuals cannot say): words that we have are precise because we have made specific definitions for words. There are some things that cannot be said with pictures. This is both a strength and weakness because some companies want to say things to consumers but cannot say it. I. How advertisements persuade us a. Eliciting emotin on behalf of whatever the ad is selling b. Visuals are iconic i. Similarity between the visual and real object 1. The visual looks like the real object ii. Strength: it mimics the real world experience, ability of visuals to conjure up real-world experience and emotion c. Indexical i. Artifact of real object, evidence it existd, but not really the object 1. Ex. bullet hole, foot prints, jet rails in the sky, or phtographs 2. Strength: documentary evidence that it existed or happened d. Symbols i. Arbitrary convention, exhibits neither similarity nor physical causation 1. Ex. words are symbols because they do not look like what they
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