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❋How does political propaganda visual take


advantage of our real-world “vision-
response” tendencies to elicit feeling of
respect or awe from viewers?
❋What feeling does Uncle Sam’s “I Want You”
poster elicit from viewers?
❋What are the most common visual
manipulation device employed by ad visual
to overcome viewer’s resistance? What’s
visual “morphing”?

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❋How does violation of reality work for the
benefits of visual persuaders?
❋What’s surrealism?
❋What’s visual metaphor?
❋What’s visual parodies? What’s reason for
the increasing use of parody in ad?

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❋ At the beginning of chapter #2, our textbook
describes the ad for Microsoft Windows in
both print and commercial versions. What’s
the difference between the two versions of
visuals?
❋ What’s the significance of Microsoft’s
commercial visuals which describes the
multitasking capacity of Windows operation
system?
❋ What’s analogical thinking? How does it play
out in TV commercial for MS-Windows?

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❋To which properties (iconicity, indexicality,
and indeterminacy) of images does
analogical connections between abstract
elements of visual and real world feature
parallel?
❋Why is iconicity also called visual cue?
❋There are two kinds of iconicity: one is
visual cue which signifies superficial
similarity between a picture and reality,
what’s the other one?

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❋What the three kinds of uses of
formal/stylistic iconicity in advertising?
❋Why do advertising critics focus on formal
iconicity such as shape and colors?
❋What is the stylistic iconicity manifested in
print ad of Toyota Camry V6? What does
the abstract shape speak for or signify?

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❋The author considers visual ads the most
meticulously composed images of our
mass-mediated culture. How does this
statement relate to semiotic analysis in
general?
❋What does Rudolf Arnheim think about the
association between individual formal
elements of a picture and the feeling it
provoked in viewers?
❋What’s the connection between ad visual
and fine art in terms of abstract design
elements?
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❋ What do the low angle shot and the triangle
element of Canyon Ranch print ad speak for or
signify?
❋ Even an individually presented shape can
provoke certain feeling among viewers. How do
sharp angled shape, right-angled shape, and
curved shape signify in terms of potency (weak-
strong) and activity (slow-fast)?
❋ Why are certain abstract visual design
elements, such as triangle, circle, ellipse, often,
if not always, interpreted as signifying certain
feeling or perception?
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❋What is reactive advertising?
❋What is subliminal persuasion? Does
subliminal advertising work?
❋What is the stylistic iconicity employed in the
Neutrogena ad? What do those visual
devices signify?
❋What’s the difference between straight cut
and dissolves/fades in signifying meaning?

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❋What are “subtle sex-role cues” through
special visual editing device?
❋Why is the visual style in Compaq’s
Notebook ad a dispute of Baker’s
principles?
❋How does compositional feature of a picture
signify meaning relating to gender, age, and
social status?

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❋How does ads of luxury goods employ
classicism as a compositional style to
reinforce the analogies between luxury and
simplicity?
❋What are the stylistic visual devices
employed in youth-oriented advertising?
❋What is MTV’s visual style?

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