Download Visual Persuasion

Visual Persuasion
Just as there are specific techniques used to be persuasive in writing, there are visual
persuasion techniques as well.
Images can be incredibly persuasive.
- They appeal to our emotions
- We often have associations with images that enhance the message.
o Ex. In political advertising campaigns, specific images will be used to
provoke a response; if candidate A is trying to show that he is progressive
and candidate B is not, he may use contrasting images to elicit this
response.
 Candidate A footage in colour; Candidate B footage black and
white.
 Candidate A – astronauts; Candidate B - a mummy
 Candidate A – a Boeing 747; Candidate B – an old fashioned
flying machine (especially the silly kind that didn’t work)
The proper use of images is important in advertising as well as media such as
documentaries and other films.
Visuals in Advertising
In order to successfully advertise, there is a series of steps that many commercials and
visual ads go through.
1. Make the viewer or listener feel that their life is lacking.
- Make the viewer feel a sense of insecurity, jealousy, fear, worthlessness,
ugliness, etc.
- If viewers are completely happy with their lives, they will not be as compelled
to buy the product.
2. Show images or what the viewers want to achieve to improve their lives
- beauty, power, money, friends, adventure, etc.
3. Advertisers somehow make the connection between purchasing their product or using
their service and achieving these goals.
**Advertising works by sewing doubt, making the viewer somehow unsatisfied, and then
offering a solution.
**Advertisers use images that they know will provoke a specific response. They can
predict our emotions, and thus persuade us to buy their product.
Visual Persuasion Assignment
Create a collage clarifying the advertising process.
1. Select one emotion or insecurity
2. Create a visual that identifies how advertising targets that weakness, and
promises a solution relating to the advertised product or service.
Criteria
- Use words and images to reveal your message.
- Clearly demonstrate the relationship between images and emotions
- Fill an 11x17 sheet of paper
**For greater depth and insight, you may also include a critique of this
process, addressing your attitude towards this. Is it beneficial?
Manipulative? Respond.)
**You may focus on one type of product (alcohol, cosmetics, etc) or look at
advertising more generally.
**See the back for the 6 point rubric to be used for marking.