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CMN 152 > LECTURE 11: VISUAL PERSUASION > Flashcards

LECTURE 11: VISUAL PERSUASION Flashcards

1
Q

Properties of Images

A
  • Iconicity
  • Indexicality
  • Syntactic Indeterminancy
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2
Q

Iconicity

A

The image looking like the thing it represents

- EX. Bathroom signs

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3
Q

Iconicity: Implications for persuasion

A
  • Can create emotional response
  • Can communicate cross culturally
  • Can travel over culture and language barriers
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4
Q

Indexicality

A

Images serve as a physical trace of an object, a documentary, or evidence

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5
Q

Indexicality: Implications for Persuasion

A

Images can’t convey precise relationships between things

  • Designed to serve as proof that some event has taken place
  • Images can, and do, LIE!
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6
Q

Syntactic Indeterminancy

A

Images CANNOT convey precise relationships between things

  • CANNOT establish causality
  • Can SUGGEST, but not create
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7
Q

Role of Images in Persuasive Messages

A
  • Compensates for the limitation of short term memory
  • Free viewing, eyes on the image first
  • Images get and hold our attention
  • Messages with images are remembered
  • When messages CAN’T reach deep processing level, messages with images will be more effective
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8
Q

What is a Cult?

A
  • Formalized group of people

- Organized around strong, charismatic, authoritative figure

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9
Q

Types of Cults

A
  • Political
  • Business
  • Religious
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10
Q

Who joins cults?

A

Average everyday people

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11
Q

___ of people who join cults are psychologically healthy

A

2/3

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12
Q

Only about __ showed signs of significant mental illness

A

5%

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13
Q

Indoctrination (Four Steps)

A
  1. “Love Bombing”
  2. Compliance
  3. Internalization
  4. Consolidation
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14
Q

Indoctrination: “Love Bombing”

A
  • Befriending potential members
  • invite to group
  • shower with love & affection
  • Make them feel special
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15
Q

Indoctrination: Compliance

A
  • Potential member starts to build trust

- leading them to comply

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16
Q

Indoctrination: Internalization

A
  • Start participating in unusual practices
  • “This isn’t bad”
  • “This is okay”
17
Q

Indoctrination: Consolidation

A
  • becomes loyal to group
  • devotion = profound
  • willing to do anything for the group at any cost
18
Q

Persuasion and Self-Esteem:

People with ___ self-esteem are more vulnerable and likely persuaded by a weak argument

A
  • Curvilinear relationship

- Low self-esteem

19
Q

Variables related to conformity

A
  • Multiple dissenters
  • Strength of moral convictions
  • Identification
20
Q

____ are more likely to conform than ____.

A

Females; Males

21
Q

Social Proof

A
  • Seeing others do it so you want to do it too
  • The tendency to think a behavior is correct/desirable
  • Elevator example

CMN 152 (5 decks)

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