Ion And Visual Images - Group 11

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

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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 categories Serif faces 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.