7/29/2019 Lecture 2 Notes - Visual Cues

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In classical communication studies a message is encoded by the source, transmitted through a channel and 

decoded by a receiver.

In advertising the message is put into words and pictures by a creative team, approved by a client,

distributed through a medium like television or magazines, and are decoded by the targeted

audience.

In order for the audience to make sense of the information, however,the message has to use appropriate

signs and symbols to stimulate the individual's perceptual system into action.

It brings to mind something from past knowledge or previous experience that provides a framework

of meaning that can be used to interpret the sign. The concept of cueing is very important to visual

communication because much of past experience is filed in memory as a visual element.

Visual cues take a number of different forms including signs,Body gestures, facial expressions andlip

reading, pictures, Colours, symbols and written language and layout systems etc.

The signifier is any material thing that signifies. Signifier can be considered as the main actor(s) in a

composition.

The signified is the concept that a signifier refers to; the meaning indicated by the signifier. The

signified varies between people and contexts.

Denotative is the actual meaning of a word, group of words, image, object etc. It is often referred to

something literal. Denotation is an example of the first level of analysis: what the audience can

visually see on a page.

A second level of meanings is termed connotative. These meanings are not objective

representations of the thing. Connotative meanings are context-dependent. Connotation is the

various social overtones, emotional, cultural implications and imaginative association surrounding a

sign or a word. Connotation and denotation are not two separate things, the connotative meanings

of a word exist together with the denotative meanings.

body language, is a vital form of communication—a natural, unconscious language that

broadcasts our true feelings and intentions in any given moment.

We interact with others, we continuously give and receive wordless signals. All of our nonverbal

behaviors—the gestures we make, the way we sit, how fast or how loud we talk, how close we

stand, how much eye contact we make—send strong messages. These messages don’t stop when

you stop speaking either. Even when you’re silent, you’re still communicating nonverbally. 

Body language communication cues can play five roles:

1.  Repetition: they can repeat the message the person is making verbally

2.  Contradiction: they can contradict a message the individual is trying to convey

3.  Substitution: they can substitute for a verbal message. For example, a person's eyes can

often convey a far more vivid message than words and often do

4.  Complementing: they may add to or complement a verbal message. A boss who pats a

 person on the back in addition to giving praise can increase the impact of the message 

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5.  Accenting: they may accent or underline a verbal message. Pounding the table, for 

example, can underline a message.

Body movements and posture

Consider how your perceptions of people are affected by the way they sit, walk, stand up, or holdtheir head. The way you move and carry yourself communicates a wealth of information to the

world. This type of nonverbal communication includes your posture, bearing, stance, and subtle

movements.

1.  Gestures

Gestures are woven into the fabric of our daily lives. We wave, point, beckon, and use our hands

when we’re arguing or speaking animatedly—expressing ourselves with gestures often without

thinking. However, the meaning of gestures can be very different across cultures and regions, so it’s

important to be careful to avoid misinterpretation.

2.  Eye contact

Since the visual sense is dominant for most people, eye contact is an especially important type of 

nonverbal communication. The way you look at someone can communicate many things, including

interest, affection, hostility, or attraction. Eye contact is also important in maintaining the flow of 

conversation and for gauging the other person’s response. 

3.  Touch

We communicate a great deal through touch. Think about the messages given by the following: a

firm handshake, a timid tap on the shoulder, a warm bear hug, a reassuring pat on the back, apatronizing pat on the head, or a controlling grip on your arm.

4.  Space

Have you ever felt uncomfortable during a conversation because the other person was standing too

close and invading your space? We all have a need for physical space, although that need differs

depending on the culture, the situation, and the closeness of the relationship. You can use physical

space to communicate many different nonverbal messages, including signals of intimacy,

aggression, dominance, or affection.