Term
| What are the 4 properties that brain cells react to? |
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Definition
1. color
2. form
3. depth
4. movement |
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Term
1. What are the primary colors of LIGHT?
2. What are they called?
3. What are some examples?
4. what colors are they when mixed together? |
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Definition
1. RED GREEN BLUE
2. they are called additive
3. examples: light, photography, video
4. when mixed they turn white |
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Term
1. what are the primary colors of PAINT?
2. what are they called?
3. what are some examples?
4. what color are they when mixed together?
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Definition
1. RED YELLOW BLUE
2. They are called subtractive
3. paint, printing press
4. when mixed they turn black |
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Term
| what are the subtractive colors RED YELLOW BLUE also known as? |
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Definition
| they are also known as CYAN YELLOW MAGENTA |
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Term
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Definition
the outside, transparent window of the eye that bulges out, protects the iris
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Term
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Definition
takes us much further into the focusing process, does a similar job to the cornea
the cornea accomplishes about 70% of the focusing and the lens achieves the rest
the iris is what causes the pupil to change in size
the iris gives our eyes color |
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Term
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Definition
a muscle that expands or contracts due to light or due to an emotional change, or under the under the influence of drugs
- the color of the iris is based on your heritage |
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Term
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Definition
| the entire back of the eyeball, it's extremely important to our vision system because it is filled with photo receptors which allow us to see |
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Term
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Definition
| allows you to see what's directly in front of you and all the colors |
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Term
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Definition
| allows you to see from the sides, helps you catch movement |
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Term
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Definition
| last stop of the eye, an indentation towards the back, light tends to gather there |
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Term
1. what do rods allow you to see?
2. how many rods do we have? |
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Definition
1. the rods allow us to see black and white, and light
2. we have 118 million rods |
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Term
1. what do cones allow us to see
2. how many cones do we have |
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Definition
1. cones allow us to see color and details
2. we have 7 million cones |
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Term
| how does our brain process images? |
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Definition
| the two retinas of each eye meet at the optic nerve and then return to the visual cortex allowing our brain to process the image |
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Term
| what do the parietal lobes do? |
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Definition
| parietal lobes differentiate objects |
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Term
| what do temporal lobes do |
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Definition
| they are in charge of hearing, perception and memory |
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Term
| whatdoes the hippocampus do |
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Definition
| it is in charge of long-term memory |
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Term
what are the 3 wasy to measure color?
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Definition
1. objective
2. comparative
3. subjective |
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Term
| what is the OBJECTIVE way of measuring color |
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Definition
| it is how we scientifically measure color |
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Term
| what are the objective methods of measuring color |
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Definition
1. wavelength: where the color lies on the electromagnetic spectrum
(ex: longer wavelenght= more attention--> red stop sign
2. temperature: using the kelvin scale to measure the color |
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Term
| what are the 3 characteristics of color |
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Definition
1. Chroma (hue): the difference in wavelengths between individual colors/the name of the color
2. value: the amount of color concentration
3. brightness: the amount of light emitted from a colored object. |
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Term
| what is the COMPARATIVE way of measuring color |
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Definition
it's a way of measuring something by comparing it to our standards
ex: blood red, green grass |
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Term
| what is the SUBJECTIVE way of measuring color |
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Definition
psychological:
- warm colors are more welcoming and appear closer, while cool colors seem to recede
- light colors seem cheerful, open, while dark colors close in on us and seem gloomier
sociological:
- you associate experience with color
- personal memory
- cultural tradition |
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Term
FORM
What are the 3 components of form |
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Definition
1. dots
2. lines
3. shapes |
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Term
| Explain 4 points about dots |
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Definition
1. dots are the simplist form
2. Pointicism- used by famous French painter George Seurate--> 'Sunday Afternoon' painting
3. dots are used in news photos--> Half-tone process
5. photography was able to be used in media through the dots method |
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Term
| explain 3 points about lines |
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Definition
1. a line is many dots drawn closely together
2. lines give off energy
3. curves- more soft, graceful, playful, give off a lighter message
straight- stronger, more direct |
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Term
| what are the 3 basic shapes and what are their cultural association |
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Definition
1. parallelograms- 4 sides
square = dull
2. ciricles= time (compass), eternity (always meets itself)
3. triangle= dynamic, powerful |
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Term
DEPTH
how do we see with depth, explain |
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Definition
in order to see with depth, we need binocular vision = our eyes
Two eyes seeing slightly diff views create the illusion of depth. The images are projected onto each 2-dimensional retinal screen, then the retinal views travel back to the brain to be interpreted as depth |
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Term
| What are the 8 clues that give sense to depth |
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Definition
1. space
2. size
3. color
4. lighting
5. textual gradient
6. interposition
7. time
8. perspective |
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Term
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Definition
| bird taking up image--> close-up |
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Term
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Definition
| an image of a tiny tree--> far away |
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Term
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Definition
| red and orange seem closer |
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Term
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Definition
| a silhouette of a girl at the ocean using the daylight effet to show her |
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Term
EXPLAIN
textual gradients |
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Definition
| the texture of bricks, for example, are seperate pieces, but as you move further away, the defined shape merges into one |
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Term
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Definition
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Term
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Definition
| leonardo davinci's 'the last supper' painting, where he focused the perspective to the center of the picture |
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Term
| what are the 3 diff perspective |
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Definition
1. illusionary: size, color, lighting interposition
- linear perspective
2. geometric: near objects are low, far objects are higher
3. conceptual: cubism- picasso, social |
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Term
MOVEMENT
what are the 4 types of movement |
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Definition
1. real
2. apparent
3. graphic
4. implied |
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Term
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Definition
requires an actual object in real life to be moving
*not in a movie or picture* |
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Term
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Definition
making a stationary object appear to move, whether it was tricks or not
- persistance of vision --> bird in cage example |
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Term
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Definition
- eye follows the composition of the image/constructivism
- when your eye focuses on a certain movement in the pic
EX--> care chase picture, painting of people walking |
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Term
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Definition
a movement that is perceived in an image that does not have any eye or object moving
ex: illusion drawing |
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Term
| what is the moire pattern |
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Definition
| the shimmering appearance of something that isn't moving, like a striped tie on television |
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Term
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Definition
theories that relate to how we physically and sensually respond --> activation of nerve cells
1. gestalt
2. constructivism |
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Term
Visual Theories
Perceptual |
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Definition
- the visual perception
- when the brain begins to interpret and find meaning to things
1. semiotics: the study or science of signs
"The more you know, the more you see"
Aldous Huxley |
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Term
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Definition
it is a sensual theory created by Maz Wetheimer in 1910
It tells us that the eye takes in stimuli and arranges it into a coherent image
His famous quote was, " The whole is different from the sum of its parts" |
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Term
| What are the laws of grouping in the Gestalt Theory |
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Definition
1. similarity
2. proximity
3. continuation
4. common fate |
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Term
Perusasion VS Propaganda
Where do we see it |
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Definition
- advertising
- PR
- Journalism
- documentary films |
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Term
what do persuasion and propaganda aim to do
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Definition
| they aim to support opinions, change attitudes, and motivate someone to make a change |
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Term
| What methods are used by persuasion |
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Definition
- factual info
- emoptional appeal |
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Term
| what methods are used by propaganda |
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Definition
-one-sided/nonfactual info
(or opinion disguised as facts)
- emotional appeal
-false/misleading info |
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Term
| what did the newspaper publicity law in 1912 do |
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Definition
| it required "Advertisement" to be identified in the ad |
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Term
| what are some masked advertisments |
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Definition
| informercials, advertorials |
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Term
| what did the 1952 NAB Guideliens require |
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Definition
| the ad must be truthful, in food taste, fair |
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Term
| what are aristotles ethos, logos, and pathos |
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Definition
ethos: source of credibility
logos: logical arguments
pathos: emotional appeal |
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Term
what are two examples of propaganda movies
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Definition
"The eternal jew"- anti-jewish nazi propaganda
"Why we fight"- by frank Capra, a movie to persuade americans of the war in 1942
- capra used religious book sto say they fought for equality, and showed the enemies as dark/evil |
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Term
| what is product placement |
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Definition
intentionally putting a product into a show/movie
ex: somebody drinking a pepsi, someone driving a honda |
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Term
| what is product integration |
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Definition
| a product is specifically integrated into a role, such as fed-Ex in cast-away |
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Term
| what are the best photo opportunities |
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Definition
| those that are unique, hard to obtain, intimate |
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Term
| many PR firms are owned by ad agencies, what are the benefits of this? |
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Definition
they can get free, favorable publicity
tv coverage is the gold standard |
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Term
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Definition
1. gender
2. age
3. cultural heritage
4. economic status
5. sexual orientation
6. physical disability |
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Term
| how can stereo types be overcome |
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Definition
| through succsessful communication, and shared cultural meaning of mutual understanding |
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Term
| what are the disadvantages of a multicultural society |
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Definition
| in a multicultural society, members of other cultures are often stigmatized because of their inability to articulate the symbols of the dominant culture |
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Term
| why should we use theories |
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Definition
theories help us understand, they help us discover deeper meaning in images, its a rational process
* deeper study fosters revelation * |
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