Includes bibliographical references (p. 363-370) and index.

How We See -- To Sense. to Select. to Perceive -- The Visual Process -- Visual Communication's Circle Dance -- Light and Color -- Where Does Light Come From? -- What Is the Speed of Light? -- Particles or Waves? -- Other Forms of Electromagnetic Energy -- Color -- Sociological Uses of Color -- The Eye, the Retina, and the Brain -- Historic Eyes -- Windows to the Soul -- Physiology of the Eye -- The Retina -- Light Path to the Retina -- Regions of the Retina -- Photoreceptors: Rods and Cones -- The Optic Nerve -- The Brain -- The Cortex -- The Hippocampus -- Why We See -- What the Brain Sees: Color, Form, Depth, And Movement -- Color -- Objective Method -- Comparative Method -- Subjective Method -- Form -- Dots -- Lines -- Shapes -- Depth -- The Eight Depth Cues -- Movement -- Real Movement -- Apparent Movement -- Graphic Movement -- Implied Movement -- Brain Cells Notice the Difference -- The Sensual and Perceptual Theories of Visual Communication -- Sensual Theories of Visual Communication -- Gestalt -- Constructivism -- Ecological -- Perceptual Theories of Visual Communication -- Semiotics -- Cognitive -- The Ethics of What We See -- Visual Persuasion in Advertising, Public Relations, and Journalism -- The Fine Line Between Persuasion and Propaganda -- The Role of Persuasion -- The Role of Propaganda -- Visual Persuasion in Advertising -- Commercial Advertising -- Noncommercial Advertising -- Growth of Advertising -- Visual Persuasion in Public Relations -- Advertising and Public Relations -- Politics and Public Relations -- Journalism and Public Relations -- Visual Persuasion in Journalism -- Corporate Influence in Newsrooms -- Back to David Kirby -- Images That Injure: Pictorial Stereotypes in the Media -- Reinforcing Stereotypes with Images -- Media Coverage and Prejudicial Thinking -- Specific Examples of Stereotyping -- Irish-American Stereotypes -- Jewish-American Stereotypes -- African-American Stereotypes -- Female Stereotypes -- Gay and Lesbian Stereotypes -- Can We All Get Along? -- The Media Through Which We See -- Six Perspectives for Analyzing Any Image -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Applying Analytical Perspectives -- Typography -- The Curious History of Johannes Gutenberg -- Analysis of the Gutenberg Bible -- Typography and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Typography -- Graphic Design -- Bass's Contributions to Graphic Design -- Movies -- Packaging and Logos -- Analysis of The Man with the Golden Arm -- Graphic Design and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Graphic Design -- Informational Graphics -- Weather Maps -- Newspaper Use -- Television Weather Segments -- Impact of Technology -- Analysis of the Infographics in USA Today -- Informational Graphics and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Informational Graphics -- Cartoons -- Analysis of "The Simpsons" -- Cartoons and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Cartoons -- Photography -- Analysis of "The Migrant Mother" -- Photography and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Photography -- Motion Pictures -- Orson Welles and the Making of Citizen Kane -- Analysis of Citizen Kane -- Motion Pictures and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Motion Pictures -- Television and Video -- The Rodney King Incident -- Making and Airing the Video -- The Trial and Its Aftermath -- Analysis of the Rodney King Video -- Television and Video and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Television -- Computers -- Computer-Generated Images -- Analysis of Motion Picture Computer Graphics -- Computers and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for Computers -- World Wide Web -- Analysis of CD-ROM Presentations -- World Wide Web and the Six Perspectives -- Personal Perspective -- Historical Perspective -- Technical Perspective -- Ethical Perspective -- Cultural Perspective -- Critical Perspective -- Future Directions for the World Wide Web -- The More You Know, the More You See -- Pictures--Learned Before Words -- Living in a Picture-Filled World -- Light--The Link.