Summary
Contents
Subject index
Visual communication shapes our perceptions and experiences of the world. This is not only a question of photographs or video, but also the design of websites, the use of data visualization software, the branding of packaging, and even the design of buildings and furniture. Doing Visual Analysis: From Theory to Practices provides a concrete set of tools to research and analyse this wide range of visual data. Showing students how to apply the right mix of methods to their own research projects, it equips them with the skills to break down and analyse the range of contemporary visual communication. The book: • Provides examples of how and where certain tools can be used in a project or dissertation • Discusses the type of research questions best suited to different tools and methods • Shows students how to mix approaches and use tools alongside other methods, such as content analysis or interviews Doing Visual Analysis is an essential companion for students and researchers of visual data across the social sciences.
Film clips
Film clips
Introduction
In this chapter we focus on video adverts and promotional film clips. This is a form of visual communication that developed in the form of TV commercials, but which with cheap digital technology has become hugely commonplace. Every business and organization has a YouTube channel, or have short films on their website. When we open our social media home pages, or visit a sports site, we will usually come across some kind of embedded commercial. When we apply for jobs through an online system we may be directed via a number of pages that carry films about the ‘mission’ of the company, or that give ‘success stories’ of notable employees as a way of both personalizing the organization and as a ...
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