LECTURE 11: VISUAL PERSUASION Flashcards
Properties of Images
- Iconicity
- Indexicality
- Syntactic Indeterminancy
Iconicity
The image looking like the thing it represents
- EX. Bathroom signs
Iconicity: Implications for persuasion
- Can create emotional response
- Can communicate cross culturally
- Can travel over culture and language barriers
Indexicality
Images serve as a physical trace of an object, a documentary, or evidence
Indexicality: Implications for Persuasion
Images can’t convey precise relationships between things
- Designed to serve as proof that some event has taken place
- Images can, and do, LIE!
Syntactic Indeterminancy
Images CANNOT convey precise relationships between things
- CANNOT establish causality
- Can SUGGEST, but not create
Role of Images in Persuasive Messages
- 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
What is a Cult?
- Formalized group of people
- Organized around strong, charismatic, authoritative figure
Types of Cults
- Political
- Business
- Religious
Who joins cults?
Average everyday people
___ of people who join cults are psychologically healthy
2/3
Only about __ showed signs of significant mental illness
5%
Indoctrination (Four Steps)
- “Love Bombing”
- Compliance
- Internalization
- Consolidation
Indoctrination: “Love Bombing”
- Befriending potential members
- invite to group
- shower with love & affection
- Make them feel special
Indoctrination: Compliance
- Potential member starts to build trust
- leading them to comply
Indoctrination: Internalization
- Start participating in unusual practices
- “This isn’t bad”
- “This is okay”
Indoctrination: Consolidation
- becomes loyal to group
- devotion = profound
- willing to do anything for the group at any cost
Persuasion and Self-Esteem:
People with ___ self-esteem are more vulnerable and likely persuaded by a weak argument
- Curvilinear relationship
- Low self-esteem
Variables related to conformity
- Multiple dissenters
- Strength of moral convictions
- Identification
____ are more likely to conform than ____.
Females; Males
Social Proof
- Seeing others do it so you want to do it too
- The tendency to think a behavior is correct/desirable
- Elevator example
