-
Know the definition of "shock advertising"
I outlined at the beginning of the presentation and be able to explain it.
- deliberately, rather than inadvertently, startles and offends its audience by
- violating norms for social values and personal ideals.”
-
How does "shock" messaging differ from
"associative" and "subliminal" messaging?
- Shock advertising is more in your face and is meant to “shock” or catch your
- attention while subliminal is somewhat snuck into the ad and is only seen if
- they person looks for the content.
-
What Benetton ads stopped the company's
controversial shock advertising campaign? What was showcased in the ads?
- United Colors of Benetton; the ad with the prison inmates and the words “Sentenced to
- Death”
-
From the presentation, what two types of
"companies" seem to use/used shock advertising most to
"sell" products/ideas?
Clothing and alcohol
-
During what decade was Johannes Gutenberg's
commercial printing press first developed?
1440s.
-
To visual communicators, for what is British
critic, artist, and novelist John Berger best known?
- For his landmark book on visual culture, Ways
- of Seeing, which was developed into a television series for BBC.
-
Historian/educator David Perlmutter identified
eight ways to help understand an image. What are these? Be able to give examples.
- production: how
- was the image physically produced and how are elements combined within a frame
- content identification: what
- are the major elements and what is the story being told
- functional: what is the context for the image and how was it put to
- use
- expressional: what emotions are conveyed by the content and how those
- feelings translated across cultures
- figurative: how are the symbols and metaphors employed and what are any
- culturally sensitive elements
- rhetorical/moral: what are the philosophical justification for making
- and showing the work and what are any responsibilities the producer has to the
- subject and viewers
- societal or period: how does the image reflect the culture and mores of
- the time it was produced and what does it communicate to future generations
- comparative: how is the image similar to previously created works and
- how does it fit within the body of work of the image creator
-
What are the six perspectives of visual analysis?
personal, historical, technical, ethical, cultural, and critical
-
What is the "ethics mantra"?
Doing your job and not causing unjust harm
-
How many principal ethical philosophies should be
used to analyze a picture? Be able to define these principals
- the golden rule: do onto others and you want others to do onto you
- hedonism: act to maximized pleasure now, and not worry about the future
- golden mean
- categorical imperative
- utilitarianism
- veil of ignorance
-
Who founded the "Hedonism Philosophy"?
What is it based on?
- Aristipuss from the Greek work for pleasure closely
- related to philosophies of nihilism and narcissism. Intellectual pursuits an
- use restraint and good judgment in their personal relationships.
-
What does the "Golden Mean Philosophy"
refer to? How must a viewer use this philosophy?
- Refers to finding a middle ground or a compromise between two extreme points of view
- or actions. To use the philosophy, you must first think of the two most extreme
- examples.
-
Be able to define "Categorical
Imperative".
Categorical means unconditional, and imperative means that the concept should be employed with any question, extenuating circumstances, or exceptions.
-
The "Utilitarian Philosophy" is
considered the work of what two men?
Jeremy Bentham and John Stuart Mill
-
Be able to explain how editors and news directors
use and misuse the Utilitarian Philosophy
- To justify the printing of disturbing accident
- scenes in their newspapers, magazines, on television, and on websites
-
What does the "Veil of Ignorance
Philosophy" consider in its practice? What is a popular phrase that defines
this philosophy?
- Considers all people equal as if each member were wearing a veil so that such attributes
- as age, gender, ethnicity, and so on could not be determined.
-
What award did John Rawls receive due to his
philosophy? Who awarded it o him? What reasoning was given?
- In 1999 he received the National Humanities Medal
- from President Bill Clinton because he “helped a whole generation of learned
- Americans revive their faith in democracy itself.”
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