MC 2525 : MC Test 2 Notes
Document Summary
They found that: visual imagery penetrates our consciousness and reaches us at an emotional level. Visual language makes use of vivid descriptions of events, objects, and people. He theorizes that language is a way of acting. When we use words, we engage in action: symbol use, humans create symbols to name things, and these names contain an attitude- a learned response to some person, object, or idea. An attitude has a positive or negative dimension; also a way of seeing the world that is reflected in our language: negative- the linguistic act of saying something is not something else. or moralized by the negative. As a consequence, we experience guilt that must be relieved. We say a cat is not a dog. Identification occurs when we share a similar way of viewing the world with someone else: advertisements for fitness clubs often use guilt to induce audience members to join the club and achieve their fitness goals.
