STUDY UNIT 4

VISUAL PERSUASION
LEARNING OUTCOMES
After engaging with the materials and activities in this study unit you should be
able to:
• Understand and describe the difference between propaganda and persuasion.
• Identify visual persuasion in adverts and explain how it was applied in the
advertisements.
• Identify visual persuasion in journalism and explained how it was applied.
• Identify visual persuasion in public relations and explained how it was applied.
• Understand the purpose of visual communication in relation to specific target
audience and content.
• Outline factors influencing visual communication.
• Explain the influence of different societies on the visual communication
innovation.
• Understand techniques used to draw attention and maintaining engagement.
ASSESSMENT CRITERIA
The student achieved the study unit outcomes when he/she can:
• Understand and describe the difference between propaganda and
persuasion.
• Identify visual persuasion in advert examples and explain how it was applied
in the advertisement by discussing the examples in groups during class.
• Identify visual persuasion in journalism examples and explained how it was
applied by discussing the examples in groups during class.
• Identify visual persuasion in public relations examples and explained how it
was applied by discussing the examples in groups during class.
• Recalling the above facts successfully and receive at least 60% for the smaller
test at the end of the chapter successfully.
VISUAL PERSUASION

Study unit layout

1. Propaganda and persuasion
2. Visual persuasion in advertising
3. Visual persuasion in public relations
4. Visual persuasion in journalism
5. Visual persuasion: Audience and content
1. Propaganda and persuasion

• Propaganda and persuasion are just two ways to get a person or

group of people to think or act in a specific or general manner
• Within the communication context process, these definitions vary
depending on which element of the communication process is
emphasized; the communicator, the message, the recipient or the
response of the recipient.
• Propaganda and persuasion use the same media, whether it be art,
television, radio, or the internet.
1.1 Propaganda and persuasion
• Propaganda and persuasion are two ways of getting a person or group to think or
behave in a specified or general way.
• In propaganda, the resulting behaviour is almost always beneficial only to the
propagandist and only sometimes beneficial to the recipient as well.
• The flow of information is controlled by the propagandist, either through
fabrication, limitation or staggered release of information.
• In persuasion, both the persuader and persuadee benefit and there is a clear
understanding between the parties involved. Information flows freely between
parties as well.
• Although propaganda is basically a form of persuasion, it has a negative
connotation of manipulation while persuasion is generally neutral or positive.
1.2 Propaganda

Propaganda:
• The use of one-sided or questionable non-factual information, along with
emotional appeals, to change opinions or cause a desired action.
• It has three forms;
• Black propaganda - when the information being spread is made of lies or
fabrications, or when the source of the information is hidden (negative connotation
of manipulation).
• Gray propaganda - when the source or the truth of the information is vague.
• White propaganda - when both the source and the information itself are verifiable.
1.3 Persuasion
Persuasion:
• Using facts and emotional appeals to change opinions, or cause a
desired action
• It has three forms or modes
• Ethos - persuasion based on the credibility and trustworthiness of the speaker
and the information,
• Logos - persuasion based on logic and reason and
• Pathos - persuasion based on emotion.
Propaganda and persuasion
1.4 Propaganda and persuasion:
7 Propaganda Techniques
1. Glittering Generalities
• Words of praise for product or person; nice words like goodness or
patriotism
2. Name Calling
• Trash-talking another product or person
3. Testimonial
• A famous person recommends a product or a political endorsement
4. Plain Folks
• Appeals to regular people and their values such as health, family and
patriotism
1.4 Propaganda and persuasion:
7 Propaganda Techniques (Cont.)
5. Bandwagon
• An appeal to be part of the group
6. Transfer
• An appeal that helps a person imagine themselves as part of a picture
7. Card-stacking
• Manipulating information to make a product appear better than it is,
often by unfair comparison or omitting facts.
Propaganda and persuasion:
Propaganda Techniques

https://www.youtube.com/watch?v=q8R9MDt4jEc&t=19s
2. Visual Persuasion in Advertising
• Visual persuasion- The use of graphics such as photos, illustrations and
graphics, to amplify a message in order to motivate the receiver to act in a
certain way.
• Advertising - the use of multimedia methods to promote activities, services
or products by use of different avenues, with an aim of persuading potential
consumers.
• Commonly included in magazines, billboards, newspapers, televisions, and online.
• Various methods such as the creation of visual displays, sensational messages,
discounts and promises are often used to attract the attention of the target groups
• It is often criticized for the exaggeration and false information that is commonly used.
https://lh3.googleusercontent.com/l9gGI8arRXOHIyZizQcX9uCPy3CkCOnzk11eorUCNx9vlQQHZSAl-SRfHlOaunwZMmIDviesJrvA6-Tk6qDW=s1200
2.1 Visual Persuasion in Advertising
Two Categories:
• Commercial (classified or display advertising) and
• Noncommercial (government notices and information and public service
announcements)

Growth of Advertising
• High production movie trend includes celebrity endorsements
• The line between editorial and advertising material is blurred
• Infomercials resemble talk show programs that pitch new products. Advertorials
are the print equivalent
2.2 Visual Persuasion in Advertising
Different types of advertising that may be used;
• Broadcast media- Use radio and television
• Print media- Magazines and newspapers.
• Support media- Avenues such as billboards and
posters are used
• Direct marketing- Aims at getting a direct response
from potential consumers by use of avenues such as
emails.
2.2 Visual Persuasion in Advertising (Cont.)
Different types of advertising that may be used;
• Product placements- Including products in TV shows, video
games or even movies to increase popularity and generate
sales.
• Social media & internet- Become popular with the increase
in innovation and social media use. It involves the use of
Google paid ads and social media advertisements.
Visual Persuasion in Advertising
Visual Persuasion in Advertising
3. Visual Persuasion in Public Relations
• Public relations or PR is concerned with the maintenance of a celebrity, a
politician, a business or an organization’s public image. It is used to build a bond
between a company and its employees, investors, and consumers.
• PR people attempt to influence public opinion positively about a particular
product, company, or issue.
• Goal is to get free, favourable publicity about a product, situation, or issue.
PR techniques:
• media events
• photographic opportunity (photo ops)
• guest appearances
• video news release
• online press rooms
3.1 Visual Persuasion in Public Relations
Public Relations and Advertising
• Public relations firms competed with advertising agencies

Public Relations and Politics

• Almost every government agency has a public affairs or public information office
to handle publicity
• Lobbyists are also considered public relations practitioner

Public Relations and Journalism

• PR professionals try to get free, favorable publicity about a product, issue, or
situation
• Most public relations events are staged to attract media attention
Visual Persuasion in Public Relations
A Recipe for PR Success | Jerry Silfwer | TEDxÖstersund

https://www.youtube.com/watch?v=KAAALpyg2r4
4. Visual Persuasion in Journalism
Journalism - The activity of gathering, assessing, creating, and
presenting news and information. It is also the product of these
activities.

• Constant battle between advertising money and journalistic integrity.

• Editorial content driven by what the audience wants: sensational,
short, action-packed segments and articles selling.
• Reporters’ and editors' biases and opinions always enter the story.
• Advertisers can influence the content of stories in newspapers
4.1 Visual Persuasion in Journalism
Aspects to consider when designing anything that is intended to convey
information, entertain, inform, persuade, cause a reaction, promote an
action, sway an opinion:
• Images [impact, audience identification, shock, emotion]
• Words [quantity, point of view, details, comprehension level]
• Element placement: [Contrast, Balance, Rhythm, Unity]
• Typography [font, style, size]
• Identity [logo, slogan, other identifiers]
Visual Persuasion in
Journalism
• Large, bold headlines with big, dramatic
pictures, and short, easy to read stories
are tactics used by newspaper graphic
designers to attract new readers and
hold onto the ones they have.
4.2 Visual Persuasion in Journalism
• The displays are not only sensational and catch a customer’s eye, they
also act as advertisements for the publication.
• News present in exciting visual ways better. Television news stations
engage in the same practice when they lead a newscast with dramatic
live digital video and then later use that footage in a commercial for
itself.
• The words in the journalistic context of Life magazine are meant to
stir the reader’s emotions, to educate the reader about a family’s
courage and love for each other, and perhaps to persuade the reader
to do something tangible about the HIV/ AIDS crisis.
Visual Persuasion in Journalism
5. Visual persuasion: Audience and content
• In "Visual Persuasion in Advertising, Public Relations, and Journalism",
Paul Martin Lester discusses the use of images in media in order to
persuade audiences.
• He quotes the popular saying, "Any publicity is good publicity" when
he talks about the use of shock images in advertising.
• Pictures are used is to shock potential customers. By using shock
advertising, little-known companies can gain media attention. The use
of striking images increased sales.
 Visual
persuasion:
Audience and
content

The Cell C ’Think before you friend’ Campaign

5. Visual persuasion
• Free publicity generated in newspapers, magazines, and telecasts
throughout the world can be worth several times the cost of
advertising for a company.
• Because of photography’s ability to arouse interest, pictures are used
to shock potential customers.
• Shock advertising uses images that are emotionally powerful to sell
products and can make a little-known company with a small
advertising budget into a media standout.
5. Visual persuasion
• Shock ads don’t only try to sell products but can also spark
commentary about serious issues by making people think, getting
them to talk about serious issues, and to promote worldwide
multiculturalism.
• Advertising, public relations, and journalism are closely related
because each one uses persuasive techniques to support existing
opinions, change attitudes, and cause actions.
Thank You
SOURCES AND STUDY MATERIAL
• PowerPoints
• Videos on eFundi
• Lester, P.M. 2014. Visual Communication: Images with Messages. 6th Ed.
Boston: Wadsworth. Chapter 4
• Difference Between Propaganda and Persuasion | Difference
Between http://www.differencebetween.net/language/difference-between-
propaganda-and-persuasion/#ixzz7yVlHiQvi
• Difference Between Advertisement and Propaganda | Difference
Between http://www.differencebetween.net/business/difference-between-
advertisement-and-propaganda/#ixzz7yWLph9wJ