EXAM 3

EXAM 3 - Exam3 14:55 LanguageinPersuasion...

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Exam 3 14:55 Language in Persuasion The Nature of Language Language The symbolic instrument and vehicle for human action and expression Signs and Semiotics (Ferdinand de Saussure) Signs: anything that designates something other than itself Visual Images and Persuasion The Power of Visual Images What is it that makes images so powerful? Images can be used to call forth both  intellectual and emotional responses Because of their power, the ethics of image use matters Persuasive Functions of Images Images are used to represent reality, truth Image as iconic sign: resembles what it is meant to represent Traditionally, mechanical technology leads to high association between photo  and reality Images used as documentary evidence
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Attract attention How images attract attention Direct eye gaze can convey sex appeal (Danica Patrick “Got Milk?” commercial) Direct eye gaze can communicate superiority (Polo Ralph Lauren ad) Direct eye gaze can communicate power and status (Camel cigarette ad) When images violate reality: use visual parodies Ex. Joe Chemo ad (Parody of Joe Camel ad) Appeal to emotion How images appeal to emotions Use of camera angle Low camera angle   conveys power High camera angle   conveys vulnerability Level camera angle   conveys equality Images serve as “proof” for persuader’s messages Images as indexical sign: indicates something has occurred Use of staging Is seeing really believing? Pseudo-events
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Use of editing Photo manipulation and Technology Ex. John Kerry with Jane Fonda at anti-war rally.  Ex. Andy Roddick on cover of  Men’s Fitness  with larger arms than he really has Selective representations of reality Manipulation of Images Ex. Ohio State group of diverse students Images used as Argumentative Claim Images communicate arguments without words—relying on shared cultural  meanings Image as symbolic sign Ex. Tiger Woods in Buick ad (Buick is saying that by having Tiger Woods in a nice  black suit that their car is luxurious) The Logo The graphic designed used by an organization to identify itself and its products Ex. Starbucks coffee logo Functions of logos Expresses organization’s image
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Helps cut through the clutter: increase brand recognition, unifies different  products Helps consumers make purchasing-decisions quickly Effective Logos A good logo will: Promote recognition and recall Create positive affective reactions Have meaning for their audience Subjective familiarity: example— Nike swoosh Applications of Visual Communication Visual Spectacles Persuasive event designed to appeal to the senses (used a combination of  images) Image consultants are the people responsible for making visual spectacles Framing Coverage
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“I built the stage, I framed the visual and that’s what the networks got.  I could 
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EXAM 3 - Exam3 14:55 LanguageinPersuasion...

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