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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).
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.
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).
Visual persuasion has tendencies to present
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The nature of images is meant to bring out the components and characteristics of the image that are intended to be communicated to a third party. It is aimed at educating, persuading individuals to act in the way that the image intends to Visual rhetoric is amongst the three categories of visual literacy which are, visual learning, visual thinking and then visual rhetoric itself.
Movies invest in costly special effects; news items emphasize direct quotes from adored personalities; video games depict images of role models and celebrities, and public relations services only portray a corporation’s positive images on websites and interviews.
This is based on the notion that a particular group carries with it specific norms and characteristics, or learned behaviors common to its population. In a more general term, a group represents a particular "culture". Culture and society are different terms though.
Thus advertisers must understand what actually goes into persuading and convincing them (the consumers) into making that purchase rather than opting for the competitors' product when they actually enter the store and buy.
Advertising and marketing is all about conveying a single, unified message down to the target audience in a manner which meshes along well both with the client's budget as well as the aspirations and expectations of the people for whom the brand is being marketed or advertised.
This principle is largely applied in many cultures globally, in which case something has to be given in return for something offered. In order for one to be influential, it is important to identify another person’s circumstances that he/she is
This paper explains a persuasion principle and its implications in my course work.
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However, unlike in the case of tobacco taxes, critics have argued that when aiming at the reduction of obesity by increasing the cost to avail the high saturated fat foods, the government may have to face conflicts in different sectors concerning the fact that the
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