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| Messaris, Paul | 6 |
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Download full textMessaris, Paul; Nielsen, Karen O. – 1989
A study examined the influence of viewers' backgrounds on their interpretation of "associational montage" in television advertising (editing which seeks to imply an analogy between the product and a juxtaposed image possessing desirable qualities). Subjects, 32 television professionals from two urban television stations and 95 customers…
Descriptors: Analogy, Audience Response, Editing, Educational Background
Messaris, Paul – 1993
The perceptual bases of visual literacy are explored, drawing on research into the interpretation of pictures by viewers not familiar with pictorial representation. Research has indicated that inexperienced viewers do not find it difficult to recognize pictures that may be discrepant in color or shape from a familiar object, but may be troubled by…
Descriptors: Access to Information, Nonverbal Communication, Perception Tests, Sensory Experience
Messaris, Paul – 1993
Communication theorists often make a distinction between two different ways in which a sign or a symbol can evoke meaning. In digital representation, the symbol's domain of reference is conceptually carved up into discrete units represented by purely arbitrary symbols. In analogical representation, the symbol retains a continuous correspondence…
Descriptors: Analogy, Communication (Thought Transfer), Editing, Film Production
Messaris, Paul – 1995
Familiarity with specific images or sets of images plays a role in a culture's visual heritage. Two questions can be asked about this type of visual literacy: Is this a type of knowledge that is worth building into the formal educational curriculum of our schools? What are the educational implications of visual literacy? There is a three-part…
Descriptors: Advertising, Cultural Images, Cultural Influences, Curriculum
Messaris, Paul – 1991
Four different principles of visual manipulation constitute a minimal list of what a visually "literate" viewer should know about, but certain problems exist which are inherent in measuring viewers' awareness of each of them. The four principles are: (1) paraproxemics, or camera work which derives its effectiveness from an analogy to the…
Descriptors: Advertising, Audience Awareness, Audience Response, Communication Research
Messaris, Paul – 1987
The term "visual literacy" generally refers to the interpretation of the formal structure of film or television and carries with it the notion that the interpreter has knowledge of the use of camera angles, lighting, flashbacks, and so forth. However, many visual conventions encountered in movies or television may be interpreted even by…
Descriptors: Cognitive Ability, Editing, Film Study, Imagery
