Visual Persuasion

Question 1

Define PERSUASION

Answer 1

Factual information and emotional appeals intended to change a person’s mind and promote a desired behavior.

Question 2

Name 3 components of persuasion

Answer 2

Aristotle believed that the 3 components of persuasion are: Ethos (credibility), Pathos (emotional appeal) and Logos (logical appeal)

Question 3

Define VISUAL PERSUASION

Answer 3

Expressions of Visual Persuasion always promote a desired product, idea or person with the goal of attracting and persuading the audience to that product, idea or person.

Question 4

Define VISUAL PERSUASION in ADVERTISING

Answer 4

Non-personal presentation and promotion of ideas, goods and services by an identified sponsor to obtain consumer attention and provoke shoppers to purchase or use a specific product.

Question 5

Advertisements can serve to both support ________ ___________ and to ________ __________ and ____________.

Answer 5

existing opinions; change attitudes; behaviors

Question 6

Advertisements reflect the ___________, _________ and _______ __________ of their times.

Answer 6

ethical; moral; other values

Question 7

Define SELF-CONGRUITY THEORY

Answer 7

Advertisers align the personality of their brands with the perceived personality of their consumers, rather than the efficacy of the product, hoping to establish brand loyalty.

Question 8

Define PUBLICITY, according to John Berger

Answer 8

Berger defines PUBLICITY as, “making the spectator marginally dissatisfied with his present way of life. PUBLICITY offers him an improved alternative.”

Question 9

Define DYNAMIC OBSOLESCENCE

Answer 9

Stuart Ewan defines DYNAMIC OBSOLESCENCE as “Consume, use up and consume again.” Continually changing styles and packaging, which stimulates sales.

Question 10

Define GLAMOUR via John Berger

Answer 10

The spectator-buyer is meant to imagine herself transformed by the product into an object of envy for others, and this envy by her social peers with justify her loving herself.

Question 11

Define SHOCK ADVERTISING

Answer 11

Shock advertising uses images that are emotionally powerful and controversial to get consumers’ attention and increase sales of products, causes and promote campaigns.

Question 12

Who is Oliviero Toscani?

Answer 12

Photographer Oliviero Toscani used controversial images fusing social commentary and commerce to bring BENETTON to national attention. His images of dying AIDS patients, death row inmates prompted the world to re-consider the power and purpose of advertising.

Question 13

Define CAUSE-RELATED MARKETING

Answer 13

Using random images with no connection to the product being sold, as images in advertising. Robert McChesney calls CAUSE RELATED MARKETING, “a corporate strategy designed to tug at consumer hearstrings.”

Question 14

Define PROPAGANDA

Answer 14

Media used to spread news, ideology and dogma of the dominant culture to the population at large. In the 20th C, propaganda became associated with dishonesty or deception in regards to a political cause.

Question 15

Define PURE PROPAGANDA

Answer 15

Photographs and documentary films that present positive images that give the “common man something to believe in, love and fight for,” according to Estelle Jussim

Question 16

Name 3 Genres of Documentary Film

Answer 16

Advocacy, Visual Poetry and Direct Cinema

Question 17

Define ADVOCACY Documentary Films

Answer 17

Subjective presentation, including audio and visual components, edited for maximum narrative and emotional impact.

Question 18

Define DIRECT CINEMA

Answer 18

Documentary films that make use of extensive interviews and spontaneous dialogue shot in naturally lit and uncontrolled environments.

Question 19

Define VISUAL POETRY

Answer 19

Documentary film style that emphasizes the poetic properties of cinema - including color, light, texture, movement, editing and sound elements.

Question 20

Name 4 reasons why images in PR are more effective than text, according to Petra Sammer

Answer 20

1. images are easier to read and decipher.
2. images are instantaneously shared and understood worldwide.
3. images transcend language barriers.
4. images go beyond information, evoking emotion and memories.