Chapter 1 of the seventh edition of "Sight Sound Motion" by Herbert Zettl. It includes the table of contents, author information, the preface, and a brief prologue. The topic of this chapter is Applied Media Aesthetics. He talks about how we use our sense of aesthetics all the time in our daily lives, but that a media maker has a responsibility to develop a keener sense of aesthetics in order to communicate effectively. This book is intended to help in this task.