GROUP 11

PERSUASION AND VISUAL

IMAGES
GROUP MEMBERS
NOR ‘AIDAH BT MAT GHANI
111177
MOHD NAZRI BT YUSOF
111930
SITI HAJAR AISHAH BT MOHAMAD
112067
ROSNI BT ABD KADIR
 INTRODUCTION
1. Visual symbols are powerful ways
of suggesting messages to
audiences.
2. Mitchell Stephens (1998) “ the
image replacing the word as the
predominant means of mental
transport
3. This chapter will explores about
persuasive power of visual images
which are a primary tool used by
persuaders as they form
Attribute of visual symbols
Images variety of symbolic elements
Combined other elements powerful
single and variety msg.
Symbols have particular meaning because of
how we respond to them as well as
because of how culture creates and
transmit meaning for them.
So that, must understand color,
form,lighting, spatality and movement.
Color
Donis A. Dondis (1973) says that color is in
fact, loaded with information and one of
the most pervasive visual experience in
common.
That is why, color is an invalueble sourse for
visual communicators.
3 dimention: hue, saturation and brightness
Paul Martin Lester (2000) give meaning of
color for example purple-has been
associated with dignity or sadness.
Form
Quality images that attack attention
influence the meaning of images.
Composed dots, lines and shapes
Dots – the most important
Lines – when a series of dots placed so close
together there is no space between them.
Shapes – come together with line.basic
shapes are triagle, parallelogram, circle.
Lighting
Arthur Asa Berger (1998) tell that our
ability to see anything is a function of
how light is use in image.
2 kinds of lighting:
i) flat- attempt to eliminate all
shadow in the image
ii) chiaroscuro- strong
shadow,associated with emotion and
suspense.
Spatiality
Used of space in an image.
White space-refers to the blank space used to
attract attention audience.
Makes a layout appear exclusive.
Movement
• Persuaders use this aribute of image
to communicate to use.
• 3 types of movement:
i) apparent movement- we
perceive in a film.
ii) graphic movement-through some
kind o
layout
iii) implied movement- perceive in
some
image that designed to provided
the
 Media influences on
•
images
Typography
- four graphic designs element:
*contrast
differences in color,type,size and
texture all produce
contrast in designs
*harmony
consistent use of color,typeface and
shapes to
produces a coherent layout
*Rhythm
-creates expectation for the reader about
what is to come
- it can also be used to lead audiences through
the layout.
This page’s rhythm leads you to turn the page.
*Typeface
- There are two general
Serif faces categories
Sans serif faces of typeface
New York Arial
Times Helvetica
Palatino Geneva
Courier Impact
2) Photography
An images, in the form of a positive print, taken by a
camera
(a device with a lens and a shutter)
and reproduced, permanently, on a photo-sensitive
surface
three elements
-framing
*composition of photograph and what is excluded
from the
picture
-camera angles
*shapes our view of the top , bottom , side , or front.
-pose
*when persuaders pose subjects ,they can
manipulate the props
the subjects uses,the subject’s facial expressions
and the activity
3) Motion pictures
-moving images are presented to
audiences through a variety of media
*movie
-zoom shot
-a reverse zoom
-a reaction shot
-montage
example:Transformers
4) Television images
-made up of tiny dots that are constantly in
motion.
-the smaller size of television screen also
influences the
meaning we attach to the images we see.it also
means
the action moves toward and away from us.
-camera angle is an important part of how
persuaders identify with their audiences
5)computer-generated images
b)Computer graphics programmers allow users
to generate “pictures” of numerical data, such
as charts or graphs.
c)Persuaders also used computer to create
multimedia presentational aids using software
applications such as Microsoft power point .
d)Persuaders can integrate image (photograph,
Chart & video) with words and present the
result to large audiences.
6) Interactive Multimedia
Including the world wide web, is a medium that
combines many of elements that we have
discussed :
c)Typography
d)Photography
e)Video
f)Computer Generated Images
 How Visual Images Persuade
Visual signs perform several functions for
persuaders.
The elebration likehood model
central route
peripheral route
Paul Messaris (1997)
•3 Function served by visual signs
Image as representation of reality
Image as proof
Image as argumentative claim
Image as Representation of Reality

 Image such as photography and drawings resemble what they

mean

 Two ways in which images represent reality

(1) Attracting Attention
(2)Making an Emotional Appeal

 In both cases, images serve to provide peripheral cues to

audience members.
(1) Attracting Attention

 Persuaders must get the attension of

the audience if they are to be
succesful.
 Image attract attension in several
ways
*Violating Reality
*Using a Metaphor
*Playing on a Visual Parody
*Direct Eye Gaze
(2) Making an Emotional Appeal

• Iconix images also elicit an emotional

response from their viewers.
• Messaris(1997) identifies 4 ways that
visual images elicit emotion.
• Camera Angle
• Look Of Supetiority
• Identification
• Sexual Appearances
 Image As Proof
• In the courtroom, image can be
powerful form for the jury.
• It is important that we consider 4
ways in which image can deceive us
• Staging
• Editing
• Selectivity
• Mislabeling
 Image As Argumentative Claim
1. Because images are ambiguous , they can
be useful for persuaders in stating
controversial claims.
 Applications of Visual
communication
The ideas about how visual signs communicate
meaning to their audiences can be applied in a variety of
contexts.
From the magazine we read to the spectacle of
shopping ,from a company’s logo to its storefront,
images persuade us in untold ways each day :
3.Visual spectacles
4.Logos
5.Architecture
 Visual spectacle
 Sometimes images are combined with
others to create a visual spectacle.
 Visual spectacle are persuasive
evente designed to appeal to thee
senses.
-example-political campaigns often
make use of visual spectacles
 Bennett (1992) warns that such
spectacles may distance voters from
politics because audience members
become mere props in a production
staged by political professionals
 How does image reflect our
discussion of visual
spectacles??
• Barry Brummett and Margaret Carlisle
Duncan (1994) explore the use of visual
spectacle in their analysis of shopping
malls.

• What they conclude probably does not

come as a surprise to anyone who has
ever shopped in large mall.
 Logos
 A logos is the graphic design used by
company or organization to identify
itself and ins
product.(Henderson,1998)
 Virtually every business and
organization uses a logo to create
identification with their custemors or
constituents.
 Logos are part of the organization’s
overall images
 Functions of logos
1. “Logos are one of the main vehicles
for communicating image, cutting
through clutter to gain attention and
speeding recognition of the product
or company”(Henderson,1998)
2. Cut through the clutter of the
advertising images to gain the
consumer’s attention.
3. Help the consumer make selections
rapidly.
 Characteristics of effective
logos
1) Recognition
2) Affect
3) Meaning
4) Subjective familiarity
 Architecture
 Architecture is persuasive in two ways :
2. Physical space
- A persuarder’s use of space can attract or repel those
audience members who use the space.
- Museum designers also use space to create a narrative for
visitors.
- Use of space also influences a visitor’s immersion
8. Symbolism
-The theory of semiotics is useful in examining buildings
and spaces
 Architecture can be rich source of visual communication
through physical properties and symbolism.
 Evaluating Images
 Sanja K. Koss & Maria R. Kanengieter (1992) “outline a
produce by which audience can evaluate visual images
 Three judgment about visual images
4)The audiences judges the “function communicated in the
image, accomplished through the critic’s analysis of the
image itself
5)The critic asks “how well that function is communicated
3) The audiences takes the evaluation process one step
further “ scrutiny of the function itself – reflection on
its legitimacy or soundness, determined by the
implications and consequences of the function.

• Helps us to recognize that the audience may receive a

different messages than the persuader intends, and to
consider the range of possible meanings images may
have.
 Conclusion
1. Images play a powerful role in the persuasive
process
2. Images are symbols that are the building blocks of
persuasive messages.