Pub. Date:
McGraw-Hill Higher Education
Seeing Is Believing / Edition 4

Seeing Is Believing / Edition 4

by Arthur Berger


View All Available Formats & Editions
Current price is , Original price is $85.9. You
Select a Purchase Option (New Edition)
  • purchase options
    $79.53 $85.90 Save 7% Current price is $79.53, Original price is $85.9. You Save 7%.
    Currently Unavailable for Shipping
    Please check below for Buy Online, Pick up in Store.
  • purchase options
    $51.87 $85.90 Save 40% Current price is $51.87, Original price is $85.9. You Save 40%.
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.

Product Details

ISBN-13: 2900073512029
Publisher: McGraw-Hill Higher Education
Publication date: 02/04/2011
Edition description: New Edition
Pages: 288
Product dimensions: 7.20(w) x 9.00(h) x 0.50(d)

Table of Contents

* indicates new material

Introduction: Image and Imagination



The Visual and the Psyche

Images and Visual Recall*

The Function of Art

Images and Intertextuality*

An Experiment

Chapter 1: Seeing is Believing



The Social Aspects of the Visual

The Visual and Personal Identity

The Social Aspects of the Visual*

Seeing Isn’t Believing


Cognition and Visual Images

Hemispheres of the Brain


A Primer on Communication Theory

Visual Persuasion*

Ethics and the Image

Chapter 2: How We See

Learning to See

Signs, Symbols and Semiotics

The Image

Stuart Hall and Representation*

The Power of Images*

Optical and Haptical Ways of Seeing

Chapter 3: Elements of Visual Communication

Basic Elements


Chapter 4: Typography and Graphic Design: Tools of Visual Communication



General Principles of Design

Design Examples

Design and Control


Chapter 5: Photograph: The Captured Moment

The Photograph

Digital Photography*

Genres in Photography

The Problem of Objectivity

Technical Aspects of the Photograph

Advertising Photography and Oil Painting

The Image and Capitalism

The Photograph and Narcissism

Chapter 6: Film: The Moving Image

Motion Pictures

Film in Society and Society in Film*

Conventions in Film Editing

Shots and Shot Relationships

Color in Film


Special Visual Effects

Postmodernism’s Impact on Film

The Power of the Film Image

The Nature of Drama

Chapter 7: Television: The Ever-Changing Mosaic

The Television Image

The Television Screen

Television Genres

Video Artists

Zapping or Channel Surfing

TiVo AND Video Recording Devices*

Chapter 8: Comics, Cartoons, and Animation: The Development of An Art Form

The Comic Strip

The Comic Strip as a Teaching Tool*

Visual Novels*

The Cartoon

The Impact of Comics and Cartoons

Chapter 9. Computers and Graphics: Wonders from the Image-Maker

The Nature of the Computer

Computer Graphics Software


Desktop Publishing

Computer-Aided Design and Drafting (CADD)


Special Effects

E-mail and the Internet

Computer Animation

* indicates new material

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews