Visual Persuasion: The Role of Images in Advertising

“There is also extensive research in the media studies, communications and advertising research community [35], [36] on how ads build rapport, but this research is not computational.”

“…(Table 1) guided by past research (Bayes 1972; McCroskey, Jensen, and Valencia 1973; Graber 1990; Adkins and Brashers 1995; Lanzetta et al. 1995; Messaris 1997; Ferguson 1999; Benoit et al. 2001; Druckman, Jacobs, and Ostermeier 2004; Gleason 2005; Brader 2006; Verser and Wicks 2006; Gass and…”

“Visual persuasion plays a significant role in marketing and advertising (Messaris, 1997) and health-related attitudes and behaviors.”

“Visual persuasion plays an important role in advertising because the images presented can be used as cues to translate and convey messages that words cannot communicate as effectively (Kang, 1997; Messaris, 1997).”

“Decades of research— largely in the communication, journalism, and advertising fields—speak to visual misinformation types and techniques including image alteration, photo manipulation, misleading images, visual deception, and digital modification (Messaris, 1997).”

“Visual messages are often intended not to convey information in a traditional way, so as to take advantage of the syntactic indeterminate qualities of visual stimuli (e.g., Messaris, 1997; Niederdeppe, 2005).”

“This may be especially true given the importance of images in celebrity culture and the impactful nature of video and visual framing especially when compared to text-based appeals (Messaris, 1997; Veenstra et al., 2008).”

“[13] For some of these arguments, see Messaris (1997) and Tanaka (1994).”

“) has a semantic component (how the elements of a particular mode are related to their content) (Messaris, 1997), appraisal can result from assessment of semantic elements presented through various modalities.”

“Language has been described as possessing a complex propositional syntax, where a relatively fixed and conventional lexicogrammar allows various kinds of propositions like analogies and causality to be expressed quite explicitly (see, e.g., Gombrich, 1982; Machin, 2007; Messaris, 1997; Worth, 1981).”

“© 2016 Advertising Association as a form of visual argumentation (Messaris 1997).”

“This is also emphasized by Messaris (1997) who argues that the sense of sight, besides the purpose of receiving attention, can elicit an emotional response towards a product and other things.”

“visuals in health messages demonstrates that visuals also improve attention because they relate to the viewers’ needs or interests [36], have a positive effect on message comprehension, especially among low-literacy audiences [38–40], and can make it easier for viewers to interpret information.”

“Bogaert and Brotto (2014) recently introduced and reviewed evidence for ‘‘object of desire self-consciousness’’ (ODSC), an integrative construct that builds on observations made by scholars in a variety of disciplines (e.g., Berger, 1972; Fredrickson & Roberts, 1997; McKinley & Hyde, 1996; Meana, 2010; Money &Ehrhardt…”

“Supporting Research: Other researchers argue for the power of a multi-modality image and text message in enhancing communication [54], [55], [56], [57].”

“Persuasive images make metaphorical and implicit claims and are more apt than persuasive words to invite generalizations or causal interpretations (Messaris, 1997), and previous studies have demonstrated that stigmatizing images of obese people reinforce negative attitudes toward obesity (McClure et al.”

“And as others have subsequently argued (Graber, 1996; Messaris, 1996), powerful images may prevent critical engagement with an issue, something Lance Morrow took for granted in his claim in a Time magazine article that powerful news images ‘are mainlined directly into the democracy’s emotional…”

“1 1 For further discussion of the role of truth assessments in communication see Carston (2002), Lyons (1977), and Messaris (1997) With respect to the textual elements, it has been shown that uncertainty about how to decode information such as 30% more or 10% less is a typical reason for…”

“1998; Yosso 2002; Alvermann and Hagood 2000; Meyrowitz 1998), visual literacy (Wilde and Wilde 2000; Noggle and Kaid 2000; Mullen 1999; Trumbo 1999; Dondis 1973), and visual culture (Dikovitskaya 2006; Messaris 2006; Mirzoeff 2003; Sturken and Cartwright 2001; Rose 2001).”

“For example, a woman without a mouth in a female voting advocacy advertisement or a car morphed with a face illustrating the intelligence of buying Saab (Messaris, 1997).”

“Years ago, when I was working on a book about visual advertising, my students and I attempted to conduct a survey of people’s perceptions of this topic, which was at that time a relatively new cultural phenomenon (Messaris, 1997, pp. 156 (cid:1) 159).”

“Pictures evoke emotion and desire for the associated products and places (Messaris, 1997).”

“Unlike text, visuals are analogical, and their con-structedness and (historically) human origins are easily overlooked (Messaris 1997; Mes-saris and Abraham 2001).”

“Our qualitative analysis of the images found that, as Messaris (1997) might have predicted, the tweets were able to depict race and gender in ways that would not be acceptable to address with words alone Twitter is multi-modal, and Ferguson protests were visually covered on Twitter almost as much as their textual coun…”

“Juxtaposition is a common visual technique deployed to convince and emotionally stimulate an audience (Messaris, 1997: 186–187) and in the narrative of “Survival,” the visuality afforded by Instagram is utilized to juxtapose mainly across time.”

“Viewers of visual images tend to uncritically accept them as truth (Messaris, 1996; Newton 2001; Rodriguez and Dimitrova, 2008), in part due to their subtlety and implied meaning (Messaris and Abraham, 2001).”

“Messaris (1997) argues that in advertising “by publicly linking a product with a certain image, the ad makes it possible for users of the product to draw on that link as a means of making a public statement about how they themselves wish to be viewed” (p.”

“Visuals, a powerful tool in advertising and communication (Messaris 1996; Joo et al. 2014), are critical in fashion marketing because appearance is the key information of any fashion look.”

“These conventions are complemented by the journalist looking directly into the camera during live broadcasts, a mode of ‘direct gaze’ used in advertising to maximize an ad’s impact on the viewer (see Messaris, 1997; Meyrowitz, 1986).”

“Broadly speaking, the indexicality of the photography has made it possible for the legal domain to craft collective experience through an institutional rubric of power, authority, and visibility.”

“And not only image content can influence the impact of images on voters’ perceptions of political actors, but also presentation techniques, such as shot size or camera angle (Messaris, 1997; Graber, 2001).”

“Vision, sight, display, picture and the sensual in general have been more carefully approached in social scientific literature (Brennan and Jay, 1996; Howes, 2005; Jay, 1994; Lury, 1997; Messaris, 1997; Robins, 1996).”

“In regard to their potential for conveying typicality and complexity, Messaris (1997) has proposed that images in general can (1) invite generalizations (conveying typicality), (2) suggest causal interpretations (e.g., link social factors like education or income to the prevalence of a health…”

“Consumer identification with the models used in advertising media predicts their level of involvement with those media messages and hence influences their persuasion (Austin et al., 2006; see Messaris, 1997).”

“…Glasgow University Media Group, 1980; Griffin, 1992a; Hartley, 1982, 454 COMMUNICATION YEARBOOK 24 1992a, 1992b; Vidal-Beneyto & Dahlgren, 1987), and the various hybrid forms of infotainment, docudrama, reality TV, and simulated reality (Caldwell, 1995; Corner, 1995; Messaris, 1997; Nichols, 1994).”

“The meaning of images linked through this technique is inherently indeterminate in that the same film grammar is used to communicate a variety of propositions including causality, analogy, and contrast (Messaris, 1997).”

“In other cases, persuasive images can be purposely spoofs, which acknowledge the viewer’s sophistication in relation to visual rhetoric and seek to engage his or her interest through self-mocking parody (Messaris 1997).”

“…impact of video vs. text appeals is considered, recognising that celebrity is connected with image and visibility and that visual or video images can promote a stronger, more involved connection with a recognised source than text-based appeals (Boorstin 1961, Graber, 2001, Messaris, 1997).”

“Indeed, using representation as an analytic tool, recent studies have emphasized how cultural practice, such as laws, rituals, norms, art, and advertising, all contribute to meaning production within marketing and consumer research (e.g., Firat and Shultz 1997; Hirschman 1986; Messaris 1997; Schroeder 1998; Pracejus e…”

“, 2013), perspective or angle-of-view (Messaris, 1997), presence or absence of humans, and level of eye contact between the viewer and humans/wildlife (Powell et al.”

“This is a fairly common advertising practice with regard to image elements in ads; many contemporary ads consist of visually juxtaposing images of a product with images of attractive persons or places without providing explicit clues about how they are related ( Messaris, 1997”

“Images are powerful because information associated with them is easier to remember (pictorial superiority effect; Paivio & Csapo, 1973) and because they are very effective in influencing behavior (visual persuasion; Messaris, 1997).”

“indeterminacy (Messaris, 1997) may explain the increased processing effects.”

“An M.A. thesis on cross-cultural interpretations of advertisements by Anne Dumas, cited in Messaris 1996, may help to clarify this question.”

“In the context of visual persuasion, where the existing focus has mainly been on icons and indexes (Messaris, 1997), research examining deepfakes suggests that manipulated videos with greater sensory impact fall into the index category.”

“Visual persuasion theory (Messaris, 1997) explores how visual messages influence attitudes and behaviors of individuals.”

“As an additional point, pictorial elements are particularly relevant to propaganda, as images tend to elicit powerful emotional reactions (Messaris, 1997; Kjeldsen, 2018).”

“Most commercial advertising in which a product is juxtaposed with a positive visual portrayal can be seen as implying a causal link between the product and some outcome related to that portrayal” (Messaris, 1997, p. 184).”

“Messaris (1997) suggests that visual images could be persuasive via three different ways—iconicity (summing up the idea represented), indexicality (documenting the images of an event), and syntactic indeterminacy (presenting an implicit relationship between people and events).”

“Visual media such as photos and videos resemble indexical representations of events or objects in reality, making viewers more likely to believe the portrayals compared to text messages (Messaris, 1997).”

“This is in line with fndings in previous works that showing hospital scenery [123], photographee’s age [82] and emotional delivery [99] could afect the performance of OMCCs.”

“On the one hand, their role is to draw attention to the advertisement and, on the other hand, they serve to elicit emotions toward what the advertisement is selling (Messaris 2018).”

“However, as digital technology replaced analogue practices, there have been prophetic claims that manipulation techniques would erode the power of photography as visual evidence (Messaris, 1997; Ritchin, 2010).”

“In addition, pictorials can elicit emotions, serve as proof that something real happened, and demonstrate a link between a behavior and an outcome, making them a powerful persuasive tool (Messaris, 1997).”

“The man’s hands as the only portrayed body parts are shot from a subjective angle which is typically used in video games to heighten the impact of action scenes (Mercado, 2011; Messaris, 1997).”

“Peircean semiotics—the study of signs or processing of signs—offers a framework to link icons with salient mental representations and predictions of how images (including icons) will be processed and what thoughts they will provoke (Messaris, 1997; Moriarty, 2002).”

“We did not code moving images within Unnatural Causes, which can involve factors such as camera angle and editing [34].”

“I. INTRODUCTION”

“Since images are more vivid and direct depiction of a scenario than words due to their analogical quality (Messaris 1997), visual hyperboles’ departure from reality should be considered more extreme than verbal hyperboles.”

“issues (Arpan et al., 2006; Fahmy, 2005; Messaris, 1997; Moriarty & Shaw, 1995).”

“Messaris (1997) offered a general framework for studying the persuasive influence of visual messages.”

“Such attempts to encourage audience identification with a message is a common goal motivating the use of such icons (Messaris, 1997).”