Persuasive Imagery
Persuasive Imagery

Author: Linda M. Scott

Publisher: Routledge

Published: 2003-04-02

Total Pages: 470

ISBN-13: 1135635684

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This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object - carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

Techniques of Visual Persuasion
Techniques of Visual Persuasion

Author: Larry Jordan

Publisher: New Riders

Published: 2020-07-13

Total Pages: 669

ISBN-13: 0136766749

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In today's remote-oriented, work-from-home world, clear, persuasive communication is more important than ever. People don't read, they skim. Persuasive images that attract, hold, and motivate an audience is essential. Techniques of Visual Persuasion shows how to use images to grab the viewer's attention long enough to powerfully share a message and move them to action. These techniques help you improve: Persuasive techniques Communication skills Business presentations Photos and images Videos and motion graphics To communicate clearly and effectively today, you need to consider how a message looks, as well as what a message says. This book is essential reading for anyone who wants to create change.

Visual Persuasion
Visual Persuasion

Author: Paul Messaris

Publisher: SAGE Publications

Published: 1996-12-05

Total Pages: 322

ISBN-13: 1506315887

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"Paul Messaris is an extremely thoughtful commentator on the world of visuals. He has studied advertising visuals for many years and his insights are always stimulating and sometimes, even controversial. This book makes an important contribution to the literature in two fields: visual communication and advertising. I recommend it for faculty and students as well as professionals in the advertising field." --Sandra Moriarty, Professor University of Colorado "With an informal writing style and examples both thoughtful and illustrative, Paul Messaris in his Visual Persuasion leads the reader through the often complex field of visual literacy related to advertising images with high style and intellect. When so much information is conveyed through quickly edited and carefully controlled mass media images, Visual Persuasion is a vital book toward understanding the impact on individuals, cultures, and society of persuasive visual messages." --Paul Martin Lester, Ph.D, Author of Visual Communication with Messages "A smartly reasoned and elegantly written treatment of visual argumentation authored by one of America′s most respected authorities on visual communication. " --James Lull The pictures in TV commercials, magazine ads, and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of these unique aspects of advertising. By virtue of their ability to simulate the appearance of the physical world, pictures can become surrogate objects of desire or other emotions which ads subsequently associate with products. By exploiting viewers′ assumptions of a direct, automatic connection between photography and reality, images can serve as proof of advertising claims. Because of the implicit nature of visual argumentation and the relative lack of social accountability that images enjoy in comparison with words, pictures can be used to make advertising claims that would be unacceptable if they were spelled out verbally. Using these characteristics of visual persuasion as a starting point, this important book analyzes a variety of commercial, political, and social-issue advertisements. A separate chapter examines the role of pictures in cross-cultural advertising. Visual Persuasion is recommended for upper-level undergraduate students and graduate students in communication and media studies. It also contains insights that will be valuable to students in courses in cultural studies, sociology, anthropology, and advertising.

Persuasive Games
Persuasive Games

Author: Ian Bogost

Publisher: MIT Press

Published: 2010-08-13

Total Pages: 463

ISBN-13: 0262261944

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An exploration of the way videogames mount arguments and make expressive statements about the world that analyzes their unique persuasive power in terms of their computational properties. Videogames are an expressive medium, and a persuasive medium; they represent how real and imagined systems work, and they invite players to interact with those systems and form judgments about them. In this innovative analysis, Ian Bogost examines the way videogames mount arguments and influence players. Drawing on the 2,500-year history of rhetoric, the study of persuasive expression, Bogost analyzes rhetoric's unique function in software in general and videogames in particular. The field of media studies already analyzes visual rhetoric, the art of using imagery and visual representation persuasively. Bogost argues that videogames, thanks to their basic representational mode of procedurality (rule-based representations and interactions), open a new domain for persuasion; they realize a new form of rhetoric. Bogost calls this new form "procedural rhetoric," a type of rhetoric tied to the core affordances of computers: running processes and executing rule-based symbolic manipulation. He argues further that videogames have a unique persuasive power that goes beyond other forms of computational persuasion. Not only can videogames support existing social and cultural positions, but they can also disrupt and change these positions themselves, leading to potentially significant long-term social change. Bogost looks at three areas in which videogame persuasion has already taken form and shows considerable potential: politics, advertising, and learning.

History of Imagery and Illustration in Persuasive Techniques
History of Imagery and Illustration in Persuasive Techniques

Author: Molly Hunt

Publisher:

Published: 2014-12-20

Total Pages:

ISBN-13: 9781320311328

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Wartime propaganda may have disappeared after the Second World War but advertisement has remained equally powerful in persuading us to purchase hundreds of pounds worth of consumer goods. What is it about imagery that can make us invest, and that made people make the biggest sacrifice that was risking their life at War? With an exploration of various examples, wartime propaganda is contrasted, perhaps controversial , with Apple advertisement.

Moderators of the Effects of Mental Imagery on Persuasion
Moderators of the Effects of Mental Imagery on Persuasion

Author: Philip James Mazzocco

Publisher:

Published: 2005

Total Pages:

ISBN-13:

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Abstract: Persuasive communications often attempt to elicit mental images, despite the fact that researchers have had difficulty demonstrating the effectiveness of imagery (Taylor & Thompson, 1982). Following a general review of the imagery literature and an exhaustive review of twenty possible mediators and twenty-one possible moderators of image-based persuasion, two new moderators of image-based persuasion are introduced: the Cognitive Resources Model (CRM) and the Imagery Correction Model (ICM). The CRM begins with the premise that the processing of mental imagery (termed imagery elaboration) requires attentional resources. Hence, other mental processes that compete for attention can reduce the impact of imagery. Correspondingly, when argument elaboration (the scrutiny of arguments) is likely, imagery-eliciting tactics will tend to be ineffective. Twenty-two studies from the literature on imagery and persuasion where the relative likelihood of imagery and argument elaboration was manipulated, measured, or could be inferred were examined (nineteen were consistent with the CRM). In an original empirical demonstration (N = 94), message imagery was varied (vivid text, pallid text), and argument elaboration was both manipulated (limited, normal) and measured. Consistent with the CRM, imagery had a positive effect on attitudes only when argument elaboration was limited. The ICM holds that people may often assume that the imagery in persuasive communications may bias their attitudes, which can lead to judgment correction attempts. Relevant literature supporting the ICM was reviewed, and followed by an original experiment (N = 255) wherein message imagery was manipulated (high, low), as were instructions to remove bias from one's judgments after reading the persuasive message, but prior to reporting attitudes. Generally, imagery had a positive effect given no instructions to remove bias, but a negative effect when people were asked to remove bias. In sum, in situations in which people are likely to engage in argument elaboration (CRM), or are either motivated to resist persuasion or hold accurate attitudes (ICM), imagery-elicitation may be an ineffective persuasive tactic. It is suggested that these conditions are common in typical persuasion contexts, and hence, the CRM and ICM may account for a great deal of the variance in the effectiveness of imagery in persuasion.

The SAGE Handbook of Persuasion
The SAGE Handbook of Persuasion

Author: James Price Dillard

Publisher: SAGE

Published: 2013

Total Pages: 457

ISBN-13: 1412983134

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The Second Edition of The SAGE Handbook of Persuasion: Developments in Theory and Practice provides readers with logical, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues that will be of interest to interpersonal and mass communication researchers as well as to psychologists and public health practitioners.

Power Of Mental Imagery (Annotated Edition)
Power Of Mental Imagery (Annotated Edition)

Author: Warren Hilton

Publisher: Jazzybee Verlag

Published: 2012

Total Pages: 58

ISBN-13: 3849623750

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This is the fifth of a series of twelve volumes on the applications of psychology to the problems of personal and business efficiency. This edition is annotated with an extensive essay about Applied Psychology, written by Ludwig Reinhold Geissler. Contents: Chapter I - Imagination And Recognition Chapter Ii - Kinds Of Mental Images Chapter Iii - How To Influence Others Through Mental Imagery Chapter Iv - How To Test Your Mental Imagery Chapter V - The Creative Imagination