Visual Persuasion - Essay Example

Visual Persuasion al Affiliation Visual Persuasion Introduction There are different reasons why individuals, groups of people, or organizations persuade. According to Larson (2010), persuasion is “the process of co-creation by sources and receivers of a state of identification through the use of verbal and/or visual symbols” (p. 22). Visual persuasion or visual rhetoric is therefore defined as “a form of communication that uses images to create meaning or construct an argument” (Standford University, n.d., p. 1). On the other hand, visual manipulation could therefore be deduced as a process where visual images are controlled or moved in order to change the perception of the target audience into recognizing a message that is intended by the promoter.

In the book entitled, Visual Persuasion: The Role of Images in Advertising written by Messaris (1997), the author explained that visual persuasion is actually a form of exploration of distinct and unique images used in the advertising field. As such, it is relevant to emphasize that the act of being persuaded takes the collaborative effort of the organization persuading and the person/s being persuaded: “because of the process of co-creation, all persuasion consists of self-persuasion to some degree.

We rarely act in accordance with persuasion unless we participate or interact in the process logically and/or emotionally” (Larson, 2010, p. 22).Pros and Cons of Visual Persuasion Visual persuasion is undertaken for the purpose of presenting arguments in a clear manner through images that could be appreciated through seeing. In court cases for instance, where visual persuasion is useful, it was emphasized that the benefit of using graphic presentation includes the fact that “it is cognitively more complete.

By showing, as well as telling, throughout the presentation, you are engaging and using more of the jurors’ working attention, causing them to pay more attention, and to notice and see more of your argument” (Broda-Bahm, n.d., p. 4). The presentation shown in Figure 1 attests to this fact. Another benefit noted of visual persuasion is the evidence of greater preparation put into the work; and thereby, apparently increases credibility of the promoter.Figure 1: Visual Persuasion using Chart GraphicsSource: (Broda-Bahm, n.d., p. 3) On the contrary, some visual persuasion strategies which aim to sway the audience into believing a proposed point of view; even against norms or universal standards could be deceiving and manipulative.

For instance, Figure 2 allegedly advocated that “Joe Camel is presented as cool, adventurous, and attractive to women” (Blackmon, n.d., p. 1).Figure 2: Visual Presentation of Joe CamelSource: Blackmon, n.d.Cultural Stereotypes through Visual Persuasion Visual persuasion has tendencies to present stereotypes, such as that shown as Figure 3. Though the intended message was to take law enforcement officers seriously, through the image, it has been commonly believed that cops tend to sit in their vehicles, wait for them to be prod by emergency messages on their radio, while they eat donuts and drink their coffee.

Source: Google Images, 2014Conclusion Overall, visual persuasion is a means to relay an intended message through the use of visuals, graphic images, or even in conjunction with textual interfaces. The effectiveness of this communication form depends on the value and belief systems of the target audience. As emphasized, visual persuasion is a co-creation process; where the promoter’s ability to persuade would actually depend on the perceptiveness of the audience to accept the message that is intended, as sent.

ReferencesBlackmon, J. (n.d.). Visual Persuasion. Retrieved from google.com: https://sites.google.com/site/jcblackmon/visual-rhetoric-1Broda-Bahm, K. (n.d.). Show, Dont Just Tell: The Persuasion Strategies Visual Persuasion Study. Retrieved from persuasionstrategies.com: http://www.persuasionstrategies.com/sites/default/files/publications/pdf/Visual_Presentation.pdfGoogle Images. (2014, May 9). Cutlural Stereotypes in Visual Persuasion. Retrieved from google.com: https://www.google.com.ph/search?

q=cultural+stereotypes+in+visual+persuasion&safe=active&es_sm=122&source=lnms&tbm=isch&sa=X&ei=Va5tU67kHsfZkgXymoCwCQ&ved=0CAgQ_AUoAQ&biw=1280&bih=675Larson, C. (2010). Persuasion: Reception and Responsibility. Cengage Learning.Messaris, P. (1997). Visual Persuasion: The Role of Images in Advertising. SAGE Publications.Standford University. (n.d.). Visual Rhetoric and Strategies of Persuasion. Retrieved from stanford.edu: http://www.stanford.edu/~steener/f03/PWR1/whatisvisrhet.htm