Word: visual
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Dates: during 1990-1999
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Literature and Arts B-10: "Art and Visual Culture: Introduction to the Historical Study of Art and Architecture," is a popular Core course that attracts about 250 students each year. Like many survey courses, its syllabus is arranged thematically, not chronologically...
...single photon interference demo," the team sends single photons, one at a time, through slits in a screen. Even though the photons are sent sequentially, students watch the interference patterns as they are projected onto a screen. The result is "completely mind boggling," says Rueckner, but a visual demonstration, rather than a classical explanation, aids the students' understanding...
Burnett moved the image to center stage. Visual eloquence, he was convinced, was far more persuasive, more poignant, than labored narratives, verbose logic or empty promises. Visuals appealed to the "basic emotions and primitive instincts" of consumers. Advertising does its best work, he argued in 1956, by impression, and he spent much of his career encouraging his staff to identify those symbols, those visual archetypes, that would leave consumers with a "brand picture engraved on their consciousness...
Like many other persuasion professionals of his generation--most notably Edward Bernays, the patriarch of public relations--Burnett was obsessed with finding visual triggers that could effectively circumvent consumers' critical thought. Though an advertising message might be rejected consciously, he maintained that it was accepted subliminally. Through the "thought force" of symbols, he said, "we absorb it through our pores, without knowing we do so. By osmosis...
...other hand, the central principles that guided Burnett's practice remain prescient. His celebration of nonlinear advertising strategies, characterized by visual entreaties to the optical unconscious, continues to inform the strategies of adcult. In advertising copy, the conspicuous triumph of typography over text, of catchphrase over explanation, reflects Burnett's admonition that--to the public mind--visual form is more persuasive than carefully reasoned argument...