Persuasive Imagery: A Consumer Response Perspective

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Garber, Jr. Wood, Michael R. Solomon, and Basil G. Details about its programs can be found at www. Whether the discourse occurs in a tavern or a lecture hall, the power of persuasive imagery has become one of the given premises of post- industrial life. Instead, researchers who have chosen actually to investigate how consumers respond to the visual aspects of advertising, packaging, and other corporate signs have discovered that the questions are much more complex, the phenomenon more subtle, the viewers sturdier, and the sense of certainty more elusive than most observers have taken the time to imagine.

We have been fortunate, as the editors of this volume, to have attracted the par- ticipation of the leading scholars in the area of consumer response to commercial imagery. Asrevealed,the elementsof Multimediaisplayinga significantrole inthe moderndigital advertisingtopersuade consumerstosomehow getattention throughany technique and togetthe brand lockedintheirminds,andtheycan easilybe able torecall it, by the helpof music,colorsand photographs.

Thus, it is importantforbrandmanagersto keeponworkingonvisual identitiesbasedon moderntrends. Hence,consumerdecisionsonmakingthe rightchoice isverymuch dependentonthe style of a packagingor a particularlogo. Additionally, Colorcontributesamajorrole in logodesigningincreatingawell-defined,recognizableidentity. WassilyKandinsky, citedby Gabrielsenetal. Furthermore colorcan alsogive rise tocertainemotions because of the inherentqualitiesof Some colorscan have. In addition, Gabrielsenetal. Furthermore,foracompany,or a categoryof a product,colorsservesas a conveyance of identity.


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Likewise,colorsare usedbasedonthe cultural traditionsandconventions,colorsa are noticed contextreceiverandplaysastrongrole for the cerebrationinthe mindaboutthe subject. Asthe above discussionsignifiesthe importance of colorandhow it effectsonour behavior,andemotionsall the time,andsubconsciouslywantustomake a decisionabouta certain productor brand,therefore afteranalyzingthe above points, itisequallyimportanttodecode the emotional responsesthatare communicatedthrougheachof the individual colors. Likewise,addingtoomanycolorsor too much informationonthe packagingmaypetrifythe perceptionof the consumerandstopthemfrom usingitbecause of a visual chaosonthe packaging.

It isnow clearto visualize thatthe impactof color on eachindividual isjusttopersuade usandgetting our attention andconvertourattention. Bynow we have analyzed the importance of howcolor impactsof on the consumerdecisionmakingandworkasa main interestto getattentiontowardsthe ad. Tenfullysaturatedcolorswere chosenfromthe Munsell color systemthatincludedred,yellow,green,blue,purple,yellow-red,green-blue,purple-blue,andred-blue whichwere all preparedonthe digital interfacesonasoftware calledfreehand.

All the participantswere testedindividuallyandeachof themwere shownall the colorsamplesonthe computerscreenona neutral graybackgroundand thenaskedto associate theirexperience basedonemotional response, feeling,andwhydidyoufeel thisway,Moreoverthe dataforthis resultwascollectedthrougha software programcalledstatistical package forsocial sciences SPSS. Colorgreenachievedthe highestnumberof positive responses of Wang etal. Whereas, Cho definesthatinternetinteractivitycanbe definedinmanydifferentways,and several differentconsumeractivitiesoninternetcanbe classifiedasinteractionsoninternet forex.

Equally Rettie etal. Because of the increasingpopularityindigitaladvertisinginthe formof banners,thatis square, vertical andrectangle andeach of themresponddifferentlybasedontotheirtargetingpreferencesas well ashowit isdesignedimportantly. In contrast, Cho explainedthatbasedonthe hierarchyof effectsmodelconsumersenduphaving eitheravoluntaryresponse oraninvoluntaryresponsetowardthe ad. Onthe contrary basedon the selective attentionandelaborationlikelihoodmodel ELM ,differentcognitive abilitiesandresourcesare needed for differentinformationtypes Hsiehandchen, citedby Barreto In the same way, Young 7.

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The systemone fast towhichhe calledisourdefaultmode anditusesimages,words,feelings and actions,ideasandmemoriestocreate connections inmemory,whereasthe systemtwo slow whichdependsonmore logical thinking,lookfornew informationforbetterdecisionmakingability,and ismore energyexquisite. Itcanbe relatedfromour previousexperiencesthatforcertainads S. Rodgersand Thorson, citedby Faber recognizedfivetypesof adformats on the online worldof advertising,andthose were banners,interstitialsandpop-ups,hypertextlinks,sponsorshipand websites.

Bannershave become the mostrife advertisingformatinthe digital advertisingbusinessright afterthe firstsimulationof commercial bannersonhotwired. The standard space of a Bannerad. EllsowrthandEllsworth, ciedby Yoo et al. However, Wells,Burnett,andMoriarty,, p. Conversely, Kuismaetal. The abnormal datafor thisexperiment was gatheredbyeye trackingina laboratoryenvironmenttoaccomplishbestcontrol overthe research condition.

However,inresult,therewere nosignificanteffectonattentionwasfoundthrough animation,althoughthere isastronginteractionbetweenanimatedskyscrapersadsthatincrease attention,onthe contraryanimatedbannersdecrease attention. Kuisma et al. Interestingly,the resultsformemory effectsonanimation were nearopposite of the attentioneffects,andoverstaticbanners,animatedbannerswere rememberedmore whereasithadnoeffectonthe recognitionof sky scrapers. Banner size and formats All advertisementsare notthe same,whichiswhytheirsize,format,designandcontentdissentinthese characteristics manchandaetal.

Likewise Rettie etal. Accordingtomypersonal experience withthe differentformatsof digital advertising,Iammore likelytorespondandgetattentive becauseof the large displayof the ads, and as previouslymentionedbecause of the othermultimediafactorsthatare involved,andif itis relevanttomyinterest,Iwill more likelytoexplore andlearnmore aboutthe productor service. In Particular, Baronetal.

He furthercategorizedthathighimpactadsconsistof three groups,1. Full screen interactive,whichisrepresentedbyscreenshiftandcantake over the entire webpage. Large canvas displayunits,whichisrepresentedbythe six InteractiveAdvertisingBureau IAB risingstar,with formatsincludedbillboard,filmstrip,portraitand etc. Skinsor wrap formats,thatremainonthe page while scrollingasa staticunit. Otherresearchers have measuredthe effectof highimpactadson brandrecall byorganizinga testwhere participants were askedtokeyout a brand correctly,whichtheyremembered watchingadvertisedinatest environment,howeveritisobviousthatlargerads will take more space ona clutteredwebpage and whichmay leave abrandedimpression.

In the last,Most likelybecause of the factthat canvas displayformatissimilarinsize withthe standarddisplay,whichisthe reasonsidekickwasthe onlyad formatthat failedtoshowanyincrease inthe unaidedbrandrecall. Indeed,the followingresults confirmthat highimpactad formatsdo performwell thanthe standarddisplay becauseof theirlarge sizesanddifferentformatsthathelptocreate brand awareness.

Conclusion As we have reachedtothe conclusionof ourresearch,inwhichwe have coveredthe multimediafactors that influenceconsumeringettingattentiontowardsthe ad. Throughoutthe researchwe primarily focusedonmusic,color,banneranimationandthe impactof its differentsizesandformatson consumerattentionandbrand recalling.

Ouraimsformusicisto brieflylookitfroman emotional perspectivesandhowitcan create an impact onmemoryand recall oldexperiencesthroughdifferent typesof musicwhichisexplainedinclearpicture byshowinganexperimentbetweentwosongs. Likewise asemphasizedinabove studythatthe role of multimediaplayingasignificantcontributionin the digital advertisingindustryandcertainelementsthatare associatedwithmultimediaforexample color, whichplaysa cleverrole toget attentionandmake uscuriousto take action,furthermore for animationandad sizeswe have lookedonastudyon how consumersreactedontwodifferenttypesof animatedandstaticbannersbasedon certainconditions,aswell how differentthe adsizes can influencethe consumerinrecallingthe brandthroughanalyzingdifferenttypesof highimpactads.

Furthermore, Dobrianetal. The highlighted pointsraise the importance of multimediaasitis an integral partinbetweenthe communication process,and the componentsof multimediadoaffectthe consumercognitivelyoraffectivelybasedon howit iscreated. Thus,it wouldbe importanttocoverthe remainingcomponentsasmentionedabove for furtherresearch. Color design workbook - A real world guide to using color in graphic design, Massachusetts: Rockport Publishers.

April, A. Admap, , pp. Baron, S. Barreto, A. Silverware is often acquired as a wedding gift, and therefore ads for spoons appear frequently in bridal magazines, alongside numerous ads for diamond rings. Guests, in turn, will select from the list gifts that implicitly represent the nature and closeness of their relationship to the couple, as well as their own status wealthy guests might be expected to give larger gifts, but so will close family members and friends.

There are ads aimed at the guests, too. The advertising discourse alone would include a broad range of products and services, including not only jewelry, but china and bridal registry services. Many of the commercial practices discussed in this book are directly involved in spinning the webs of meaning that situate concrete objects and the practices of their use. In this way, the discourse about objects—which, in the case of spoons, would range from private dinner parties to state dinners, from advertisements to department store displays and so on—can be seen clearly and the objections of purists about the venues of rhetoric refuted.

In this case, we might argue that beauty is not an argument itself but is subordinate to other arguments being made on behalf of the environment. By ending the string of pictures with the child, the ad emphasizes the elements of sameness among these creatures, as well as their interconnectedness in terms of ecology and clearly assumes a sequential viewing strategy. The art director planned the layout for this environmental ad just like a designer who must create a product for a particular functional or aesthetic purpose.

Burke proposed that we view all texts as strategies for dealing with situations, and thus argues that the element of motive is the crucial element to determine , pp. Following Burke, Michael Baxandall revolutionized art criticism by insisting on treating painting and other artworks as solutions to particular, concrete problems.

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Further, Baxandall demonstrates the interaction that creates broader conventions of repre- sentation. For instance, he shows how patronage on the one hand, and viewer expectations on the other, combined to make of painting a socially shared system of conventions in the 15th century. The use of contractually prescribed amounts of aquamarine or gold leaf contributed to the color composition or religious iconog- raphy of a painting, but it also sent clear social messages concerning the identity and position of the patron commissioning the work.

Because the paintings essen- tially served as social announcements or advertisements for the success and power of benefactors, the selection of materials and imagery must be interpreted with that social context in mind. Often, however, critics concentrate on describing a particular example in formal terms, either by discussing some stylistic aspect such as metaphor or attempting to categorize according to form as in genre criticism.

If we were to stop here, our analysis would be rhetorical only in terminology—it is essentially a formalist exercise. If, however, we go on only far enough to say that the intent appears to be to persuade the viewer to think of Italian shoes as another instance of Italian excellence, then we have stepped over into rhetoric.

And if we were to look at other ads in the same campaign—in which the shoe appears with props and scores for opera, for instance—to further document the intent, then we would be well out of the territory of formalism and into the realm of rhetoric. The next step in a rhetorical analysis would be to document the situation that led to the design and placement of the ad. The evaluation would depend on the perspective of the critic. If what is at stake is shoe sales, then the ad might be eval- uated based on how many were sold. If, however, the critic is interested in a more political objective, he or she might concentrate on the way that the ad foregrounds Western cultural imperialism.

Important exceptions include the work of Edward McQuarrie and David Mick, as well as Barbara Phillips see their essays in this book , who have demonstrated that tropes are forceful additions when included in visual advertise- ments. Even in rhetoric, however, formal analysis is important. It is attention to form that teaches us to search out systems of cues or structures for guiding meaning- fulness.

Further, because form itself is socially learned and hence represents con- ventionalized patterns for thought, formal analysis helps us to infer what is con- sidered persuasive by a particular culture at a particular time Gronbeck, , Examples include rhyme, alliteration, antithesis, hyperbole, metonym, metaphor, pun, irony, and paradox.

Bostdorf analyzed political cartoons.

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One consults external sources in search of information about the rhetor, the audiences exposed to the visual, and the persuasive forces, including other rhetorical messages, operating on the visual. Only then can critics begin to determine why the rhetor made particular artistic and strategic choices when cre- ating the visual.

Dickson also provided an excellent historical—contextual analysis of the photograph of a nude, pregnant Demi Moore for Vanity Fair. We might also note that the physical design of the original Macintosh, including the look of its revolutionary desktop interface, was itself an important rhetorical statement whose force would be evident only in the context of other cabinets, other screens seen at the time.

Clearly, this rhetorical attitude has continued past the adoption of the Mac interface by IBM clones with the design of the candy-colored iMac. Jonathan Schroeder in this book discusses the rhetorical power of classical architecture in bank marketing. The fourth stage of criticism is to evaluate the persuasive appeals. The ethical criterion weighs the impact of the values espoused by a message. These basic steps would be important to any particular rhetorical analysis. Classical Relatively unchanged for thousands of years, classical criticism is strongly formal in its approach, working often with its numerous categories and arcane terminol- ogy.

They include the construction of an argument invention , ordering of material arrangement , selection of language style , and techniques of delivery. Sometimes contemporary analysts eliminate or combine some of the canons, particularly when working with pictures. The stain removal demonstration in Fig. The Macintosh commercial is an example of pathos.

Figure 2. Note, however, that this ad appeared in October , but would have been produced several months earlier in order to make that publication date. Critics also categorize rhetorical acts into the classical genres explained by Aris- totle: deliberative, forensic, and epideictic. Deliberative rhetoric was political speech, and rhetors urged their audiences to accept or reject a proposed policy or course of action.

Forensic rhetoric was delivered in law courts and consisted of debates or arguments. Epideictic rhetoric took place on ceremonial occasions, such as birthday dinners, funerals, or wedding ceremonies, and it served to celebrate values, to glorify and promote. Two examples of deliberative rhetoric in this literature search concern how videos argue for and against the policy of abortion. An example concerns synecdoche, where a part is used to stand for the whole. Other examples of deliberative rhetoric of visuals include Farnsworth and Crismore , Kessler , Moser , , Netzhammer , and Shelley The Benetton ad in Fig.

Forensic rhetoric consists of the kinds of evidence and argumentation typical of a courtroom. In the case of visuals, of course, the photograph or video is often taken as evidence of the truth of actual events. Few evidentiary tools surpass the testimony of an eyewitness. In advertising, we have many similar forms. Both of these are similar to forensic tactics. Epideictic rhetoric tries to move audiences by unifying them around a common set of values that everyone is presumed to share. When epideictic rhetoric has been successful, strategic pic- tures linger in the collective memory of audiences as representative of their sub- jects Osborn, An example is Fig.

We can see in this example that the epideictic rhetor, instead of try- ing to persuade listeners with the power of cold logic, tried instead to charm the audience. The goal in epideictic rhetoric is to create goodwill, jubilation, and generosity of spirit. Note that this happens primarily by virtue of the visual accompaniment. In the work of Burke, the reading of literature or any message is also reinterpreted in an active way. Epideictic strategy recaptures a moment of communal jubilation.

Rutledge provided an extended example of dramatistic criticism in her analysis of three advertisements. Some have argued such as Fisher, that all forms of communication are fundamentally narrative but see Scott, A few have attempted to apply the paradigm of the narrative to visual images.

Condit , for example, wrote that both visual images and narratives are ways to put a face on abstract values; they help a community to structure symbolic experience meaningfully. Images may either replace narratives, she wrote, or summarize narratives visually p. Ehren- haus used narrative theory to explain how people respond to memorials such as the Vietnam Veterans Memorial. Jamieson used narrative to explain how Ronald Reagan created an identity for an audience, to involve the audience, and to bind that audience to him p. Sewell , Edwards , and Turner all used narratives to explain the persuasive power of editorial cartoons.

Gronbeck examined presidential campaign advertisements as stories. There are also many print ads with narrative properties. Osborn be- lieved that myths are a special kind of narrative. Image invokes a familiar narrative. The strong identity of Mac users, often commented on by people from cultural critics to stock analysts, is a good example of this phenomenon.

The ad in Fig. Presumably the woman pictured bought the shoes to express a shift in worldview or, improbably, the shoes changed her opinions. As a means of analyzing texts sociologically, Burke recommended the proce- dure of gathering recurring metaphors, symbols, motifs, and so on, in search of a clustering pattern. The clusters are interpreted to reveal what potential messages are being presented by the communicator. Because products are so strongly embedded in culture and his- tory, there are often clusters of images that consistently revolve around them.

A rhetorical genre, Hart wrote, is that which delimits similar rhetorical responses made by similar speakers to similar audiences bound by similar rela- tional constraints in similar speech settings. By studying genres, we can make gen- eralizations that will lead to theory building, which Hart advocates over the case study approach of most rhetorical criticism. Benson agreed that genre crit- icism can help to combat the fallacious notion of the work of art as singular and independent p. Instead, we respond to works of art depending, in part, on what sort of a work we take it to be.

The possibility for studying genres of visual media seems worthwhile, and similar studies have been conducted from other traditions, but only a few examples appear in the visual rhetoric literature. Some visual communicators, however, may intentionally avoid the conventions of a genre. Connotations commonly associated with the technical aspect then provide an unexpected but familiar context in which to interpret the image.

The result is an arousal of interest in the image and an assign- ment of a new, perhaps more positive, evaluation to the image. As we saw in our brief excur- sion into the discourse of spoons, ritual often plays heavily in the communication of objects. Otnes and Scott discussed the ritual nature of advertising.

Rather than continue to use quotation marks or merely to use the generic term, we specify this politically oriented approach with a capital letter, Critical. In the Critical perspective, the analysis is undertaken for the purpose of expos- ing something about the power structure of the society.

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Nevertheless, it is an important concept, particularly for artifacts related to capitalism, most notably advertising. Examples of ideographs are concepts such as liberty, equal- ity, property, and religion. In examining political discourse, wrote McGee, critics can identify ideographs, trace their development over time, and analyze the ways in which they clash with each other. Ideographs, in his view, exist at the juncture between the objective reality of the human environment and the social reality pro- jected in rhetorical discourse.

In Fig. Two components of that ideology, the one that demands physical beauty in this case, slenderness and the one that demands chastity, are fused into a single message and used to motivate purchase of a break- fast food. Two ideographs fused in a single message. When culture- types and archetypes work in harmonious combination, Osborn wrote , p. Implementation includes the classical idea of deliberative rhetoric discussed earlier. For an in-depth application of depiction, see Rosteck, The design styles here evoke a culturetype or, perhaps, an instance of representative form, that recalls a whole constellation of ideolo- gies from that period—belief in the power of science, faith in consumer culture, articulation of the Feminine Mystique, the competitiveness of the Cold War, and so on.

It is public discourse that changes human consciousness. Environmental groups are attempt- ing not merely to move the meanings of key ideographs but also to disarticulate and rearticulate the links between ideographs. Culturetype, archetype, representative form. Only one or two references focus on methodological concerns, and in many of the essays there is no mention of how the author s conducted their analysis. Replication is uncommon. Few critics even study the same phenomenon. The type of useful repetition that is most likely, therefore, is either the conscious development of more genre studies or the work of an individual over the course of a career.

Benson and Medhurst, for example, both critique a number of movies, and readers of their articles can clearly see how these two developed a critical perspective. Blair seems to be doing the same with memorials, Edwards with car- toons, Jamieson with political television advertisements, and Olson with historical images. Things can become even more confusing as scholars merge rhetorical ideas with ideas in semiology, cultural stud- ies, postmodernism, feminist studies, and cognitive and behavioral psychology.

Rather than infer conscious and unconscious intentions and interpretations, we need scholars like Geertz and Bax- andall, who conduct ethnographies of symbolic action. Or more like Mick and McQuarrie, who test rhetorical operations empirically. Importantly, we need to learn and document the functions of visual images for their audiences, the em- ployment of images as equipment for living.

Technical Com- munication Quarterly, 5, 87— Altman, C. The medieval marquee: Church portal sculpture as publicity.


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