PhD Student ,Sofia University “St. Kliment Ohridski”
Abstract: The article offers a theoretical observation approach to visually mediated communication. The focus is on the influence of visual stimuli on the subconscious and how they could influence an individual’s responses. The modern environment is changing, and one of the factors is the exchange of visual information. The assumption is that visual intelligence is very important in the process of selection in the sea of information. In this context, the effectiveness of communication could be measured by its emotional effect on the audience. It is especially important to filter the useful from the unnecessary, and it is important to assess the need for visual communication. The second assumption is that visual intelligence in turn is rooted in the awareness and management of a critical assessment of perception.
Keywords: visual communication, perception, intelligence, neuroscience, manipulation, context, effectiveness, awareness.
Rhetoric and Communications Journal, issue 38, January 2019