ion and Visual Images - Group 11

8/14/2019 ion and Visual Images - Group 11

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GROUP 11PERSUASION AND VISUAL

IMAGESGROUP MEMBERS

NOR AIDAH BT MAT GHANI111177

MOHD NAZRI BT YUSOF

111930SITI HAJAR AISHAH BT MOHAMAD112067

ROSNI BT ABD KADIR


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Attribute of visual symbols

Images variety of symbolic elementsCombined other elements powerful

single and variety msg.

Symbols have particular meaning because ofhow we respond to them as well asbecause of how culture creates andtransmit meaning for them.

So that, must understand color,form,lighting, spatality and movement.


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Color

Donis A. Dondis (1973) says that color is infact, loaded with information and one ofthe most pervasive visual experience incommon.

That is why, color is an invalueble sourse forvisual communicators.

3 dimention: hue, saturation and brightness

Paul Martin Lester (2000) give meaning ofcolor for example purple-has beenassociated with dignity or sadness.


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Form

Quality images that attack attentioninfluence the meaning of images.

Composed dots, lines and shapes

Dots the most important

Lines when a series of dots placed so closetogether there is no space between them.

Shapes come together with line.basic

shapes are triagle, parallelogram, circle.


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Lighting

Arthur Asa Berger (1998) tell that our

ability to see anything is a function ofhow light is use in image.

2 kinds of lighting:

i) flat- attempt to eliminate allshadow in the image

ii) chiaroscuro- strongshadow,associated with emotion andsuspense.


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Spatiality

Used of space in an image.

White space-refers to the blank space used to

attract attention audience.

Makes a layout appear exclusive.


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Movement

Persuaders use this aribute of image

to communicate to use. 3 types of movement:

i) apparent movement- we

perceive in a film.ii) graphic movement-through some

kind o

layoutiii) implied movement- perceive in

some

image that designed to providedthe


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*Rhythm

-creates expectation for the reader aboutwhat is to come

- it can also be used to lead audiences throughthe layout.

This pages rhythm leads you to turn the page.*Typeface

- There are two general categories of typefaceSerif faces Sans serif faces

New York Arial

Times Helvetica

Palatino Geneva

Courier Impact


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2) PhotographyAn images, in the form of a positive print, taken by a

camera(a device with a lens and a shutter)and reproduced, permanently, on a photo-sensitive

surfacethree elements

-framing*composition of photograph and what is excluded

from thepicture

-camera angles*shapes our view of the top , bottom , side , or front.

-pose*when persuaders pose subjects ,they can

manipulate the propsthe subjects uses,the subjects facial expressions

and the activity


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3) Motion pictures

-moving images are presented toaudiences through a variety of media

*movie

-zoom shot-a reverse zoom

-a reaction shot

-montage

example:Transformers


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4) Television images-made up of tiny dots that are constantly inmotion.

-the smaller size of television screen also

influences themeaning we attach to the images we see.it also

means

the action moves toward and away from us.

-camera angle is an important part of howpersuaders identify with their audiences


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5)computer-generated images

b)Computer graphics programmers allow usersto generate pictures of numerical data, suchas charts or graphs.

c)Persuaders also used computer to create

multimedia presentational aids using softwareapplications such as Microsoft power point .

d)Persuaders can integrate image (photograph,Chart & video) with words and present the

result to large audiences.


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6) Interactive Multimedia

Including the world wide web, is a medium thatcombines many of elements that we havediscussed :

c)Typography

d)Photography

e)Video

f)Computer Generated Images


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HowVisual Images Persuade

Visual signs perform several functions forpersuaders.

The elebration likehood model

central route

peripheral route

Paul Messaris (1997)

3 Function served by visual signs

Image as representation of realityImage as proof

Image as argumentative claim


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Image as Representation of Reality

Image such as photography and drawings resemble what they

mean

Two ways in which images represent reality

(1) Attracting Attention

(2)Making an Emotional Appeal

In both cases, images serve to provide peripheral cues to

audience members.


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(1) Attracting Attention

Persuaders must get the attension ofthe audience if they are to besuccesful.

Image attract attension in severalways

*Violating Reality

*Using a Metaphor

*Playing on a Visual Parody

*Direct Eye Gaze


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(2) Making an Emotional Appeal

Iconix images also elicit an emotionalresponse from their viewers.

Messaris(1997) identifies 4 ways that

visual images elicit emotion. Camera Angle

Look Of Supetiority

Identification

Sexual Appearances


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Image As Proof

In the courtroom, image can bepowerful form for the jury.

It is important that we consider 4ways in which image can deceive us

Staging

Editing

Selectivity Mislabeling


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Image As Argumentative Claim

1. Because images are ambiguous , they can

be useful for persuaders in stating

controversial claims.


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Applications of Visual

communicationThe ideas about how visual signs communicate

meaning to their audiences can be applied in a variety o

contexts.

From the magazine we read to the spectacle oshopping ,from a companys logo to its storefront,

images persuade us in untold ways each day :

3.Visual spectacles

4.Logos

5.Architecture


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Visual spectacle

Sometimes images are combined withothers to create a visual spectacle.

Visual spectacle are persuasiveevente designed to appeal to thee

senses.-example-political campaigns often

make use of visual spectacles

Bennett (1992) warns that suchspectacles may distance voters frompolitics because audience membersbecome mere props in a productionstaged by political professionals

How does image reflect our


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How does image reflect ourdiscussion of visual

spectacles?? Barry Brummett and Margaret CarlisleDuncan (1994) explore the use of visualspectacle in their analysis of shopping

malls.

What they conclude probably does notcome as a surprise to anyone who hasever shopped in large mall.


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Logos

A logos is the graphic design used bycompany or organization to identifyitself and insproduct.(Henderson,1998)

Virtually every business andorganization uses a logo to createidentification with their custemors or

constituents.Logos are part of the organizations

overall images


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Functions of logos

1. Logos are one of the main vehiclesfor communicating image, cuttingthrough clutter to gain attention and

speeding recognition of the productor company(Henderson,1998)

2. Cut through the clutter of the

advertising images to gain theconsumers attention.

3. Help the consumer make selections

rapidly.


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Characteristics of effectivelogos

1) Recognition

2) Affect

3) Meaning4) Subjective familiarity


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Architecture Architecture is persuasive in two ways :

2. Physical space

- A persuarders use of space can attract or repel those

audience members who use the space.

- Museum designers also use space to create a narrative for

visitors.

- Use of space also influences a visitors immersion

8. Symbolism

-The theory of semiotics is useful in examining buildingsand spaces

Architecture can be rich source of visual communication

through physical properties and symbolism.


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Evaluating Images

Sanja K. Koss & Maria R. Kanengieter (1992) outline a

produce by which audience can evaluate visual images

Three judgment about visual images

4)The audiences judges the function communicated in theimage, accomplished through the critics analysis of the

image itself

5)The critic asks how well that function is communicated


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3) The audiences takes the evaluation process one step

further scrutiny of the function itself reflection onits legitimacy or soundness, determined by the

implications and consequences of the function.

Helps us to recognize that the audience may receive adifferent messages than the persuader intends, and to

consider the range of possible meanings images may

have.


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Conclusion1. Images play a powerful role in the persuasive

process

2. Images are symbols that are the building blocks of

persuasive messages.

Documents

ion and Visual Images - Group 11