Visual Persuasion

Question 1

3 components of Persuasion

Answer 1

Ethos (credibility), Pathos (emotional appeal), Logos (logical appeal)

Question 2

What is persuasion?

Answer 2

it is factual information presented with emotional appeals intended to promote certain behaviors or change a person’s way of thinking

Question 3

non-profit NGOs

Answer 3

all depend on visual imagery to persuade donors to support their work

Question 4

advertisement

Answer 4

often, it’s purpose is meant to either support an existing opinion or to change attitudes and behavior

Question 5

advertisements reflect

Answer 5

the values of their time

Question 6

The purpose of publicity

Answer 6

is to make a spectator dissatisfied with their life and to offer them an improved alternative way-of-life

Question 7

John Berger

Answer 7

“Capitalism survives by forcing the majority…to define their interests as narrowly as possible…Today in the developed countries it is being achieved by imposing a false standard of what is and what is not desirable.”

Question 8

Glamour

Answer 8

according to English art critic, John Berger, glamour is a modern invention which cannot exist without personal social envy being a common and widespread emotion. A spectator is meant to imagine their self transformed by a product into an object of envy for others (an envy which will then justify them loving their self).

Question 9

Stuart Ewen

Answer 9

“The extensive choice and variety of images,
which enshrine the goods we may purchase, is regularly
equated with a choice and variety in ideas and
perspectives…”

Question 10

John Berger

Answer 10

“Publicity turns consumption into a substitute for democracy. The choice of what one eats (or wears or drives) takes the place of significant political choice.”

Question 11

Native Advertising vs. Interrupt Marketing

Answer 11

Native advertising is the integration of
marketing content with a website or service
in such a way that it is not distinct from the
rest of the material presented, in terms
of its content, format, style or placement.The concept is the opposite of interrupt marketing.

Question 12

Planned obsolescence & Stuart Ewen

Answer 12

is a business strategy in which the process of a product becoming obsolete is planned and built into it from its conception.

By the early 1920s, the advertising industry had begun to
publicly define itself as both the destroyer and creator in the process of the ever-evolving new.

We no longer wait for things to wear out. We displace them with others that are not more effective but more attractive.

Question 13

JFK

Answer 13

is considered the first “television” president.

Question 14

Shock advertisement

Answer 14

uses images emotionally powerful to sell
products, advocate causes, and promote
campaigns. Images are typically controversy stirring; advertisers using shock advertisement are generally hoping that controversy not only grabs the attention of potential consumers but helps their sales.

It’s designed to break through the normal advertising model.

Question 15

Oliviero Toscani

Answer 15

“There are people who, when they look at a
picture, they get angry at it. But they should
get angry at themselves for not having the
courage to look into the problem…There isn’t
such a thing as a shocking picture, there is
shocking reality…”

“When you do something extreme,
there are always people who oppose it. It
shouldn’t be the photos that shock, but the
reality.”

Question 16

Cause-related marketing

Answer 16

It is a marketing tool used to help address the social issues of the day, through providing resources and funding, whilst at the same time addressing a business’ objectives.

a cynical corporate strategy designed to “tug at consumer heartstrings.”

Question 17

4 reasons why images are more impactful than text

Answer 17

1. the world is moving at a warped speed; images are fast to read and digest
2. images permeate language barriers
3. images go beyond information, also evoking emotion and memories.
4. images are easier to read and decipher

Question 18

Propaganda

Answer 18

is a way to influence people, for better or worse, by manipulation of symbolic communication.

“the crude process of using false representations to lure people into holding beliefs that may compromise their own interests.”

Question 19

Social utterances

Answer 19

“Almost all social utterances involve propaganda because almost all seek to influence opinion.” Thus a blanket condemnation of propaganda as being intrinsically evil is based on a misunderstanding of the nature of communication.

Question 20

Documentary

Answer 20

is called pure propaganda by Jussim

film (the motion picture) can operate on a higher level simply because it can incorporate aural messages, and
because it is photography extended through time.

Question 21

Roger Grierson

Answer 21

The term documentary was first used in 1926 by British
filmmaker Roger Grierson. Grierson declared a larger purpose than a simple recording of reality. He believed documentaries should educate and persuade… not only to reveal operative social forces, but also to suggest ways
to deal with them.

Question 22

3 Types of Documentary

Answer 22

films of advocacy, visual poetry (film making in which the
emphasis is on the poetic properties of cinema, on the
expressive possibilities that color, light, texture, movement, editing and the elements of sound hold for the filmmaker), and direct cinema (extensive use of interviews and spontaneous dialogue, conducted in what were often uncontrolled and naturally lit settings).

Question 23

Photographic facts

Answer 23

the information conveyed by photographic facts could be sharply altered, even totally transformed, by the sequence and manner of its presentation.

Question 24

2 Opposing Ideas 1 Film

Answer 24

One photograph (or film) can verify two entirely opposing 
ideologies.