mc 2525 exam 3

mc 2525 exam 3 - Exam3 14:18 Becauseoftheirpower,

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Exam 3 14:18 Visual images and persuasion The power of visual images What is it that makes images so powerful? Images can be used to call forth bot intellectual and emotional responses Because of their power, the ethics of image use matters Persuasive Functions of images Images represent reality, truth Image as iconic sign: resemble what it is meant to represent Traditionally, mechanical technology leads to high association between photo and reality Images uses as documentary evidence Attract attention Direct eye gaze can convey sex appeal Direct eye gaze communicate superiority Direct eye gaze can communicate power and status (Joe Camel) When images violate reality : use of visual parodies Appeal to emotion Use of camera angle Low camera angle -> conveys power
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High camera angle -> conveys vulnerability Level camera angle -> conveys equality Images used as “proof” Image as indexical sign: indicates something has occurred Is seeing really believing? Use of staging Pseudo events Use of editing Photo manipulation and technology Ex. John Kerry and Andy Roddick Selective representations of reality Ex. Ohio state website picture of diverse student body Image as argumentative claim Images communicate arguments without words- relying on shared cultural meanings Image as symbolic sign Ex. Tiger Woods in Buick ad dressed on suit to convey luxury The logo Graphic design used by an organization to identify itself and its products  Functions of logo Expresses organization’s image Helps cut through the clutter: increase brand recognition, unifies different products
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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 – swoosh Applications: visual spectacle Persuasive events designed to appeal to the senses (uses a combination of images) Image consultants: framing coverage “I built the stage, I framed the visual and that’s what the network got.  I could control it  only from the standpoint that I could control his access, ad when the camera actually for  a chance to photograph him, he was where he had to be so that visual was exactly what  I wanted it to be” – Michael Deaver ex. Ronald Reagan in front of American flags all the time logos: The Reasoning process a rational or systematic link between the evidence and the conclusion or belief two components if arguments Claim: a statement that communicates persuader’s message to audience Data: the basis from which persuader makes claims What is an argument?
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