Visual Communication Insights and Strategies

Now in its Second Edition, Visual Communication Insights and Strategies equips advanced undergraduates with five theoretical lenses—visual rhetoric, semiotics, visual metaphor, visual narrative, and visual symbolic convergence—for analyzing and producing visual content. Written by Fulbright awardee Janis Teruggi Page, the book applies its Research Evaluate Create approach to professional fields including advertising, marketing, public relations, journalism, and social media.

This updated edition includes more than 90 new visual images and expanded chapters on marketing, public relations, events, organizational communication, and a new chapter on social media and websites. Coverage of AI addresses both its strategic applications in brand marketing and data visualization and its role in faked imagery and misinformation.

Readers will also find:

• Evocative chapter-opening imagery that prompts discussion on how visuals shape social and mediated worlds and professional practice
• A three-part progressive structure moving from foundational visual communication theory through interpretation methods to career-focused professional applications
• Coverage of diversity, equity, and inclusion topics including immigrant rights, body image, gender equality, and LGBTQ+ identities throughout
• Intercultural communication content expanded globally to address visual meaning-making across cultural contexts and international audiences
• Rhetorical criticism paired with creative engagement, teaching students to recognize symbols, analogies, stories, fantasies, and gestalts in images

Designed for 300- and 400-level courses in visual communication, visual rhetoric, visual literacy, visual culture, and media criticism, this text serves advanced undergraduates preparing for careers in advertising, marketing, public relations, journalism, graphic design, and social media who need both analytical frameworks and applied creative skills. Refreshed practice activities close each chapter.