Visual Persuasion: The Role of Images in Advertising

“This ability for visuals to persuade is due to what visual scholar Paul Messaris (1997) calls an image ’ s inherent ‘ syntactic indeterminancy.”

“Paul Messaris (1997) identi fi es three characteristics in this regard: their ability to simulate reality, their ability to advance arguments in how they “ show us the unspoken ” , and their role as evidence or proof of something.”

“Or, according to Bourgery and Guimaraes (Messaris, 1997:92): Advertising agencies today are trying to create a ‘visual esperanto’: a universal language that will make global advertising possible for virtually any product or service.”

“Photography has the power to persuade in a manner that “many viewers tend to be less aware of form or style than the content of the images” (Messaris, 1997, p. XV).”

“Messaris (1997) points out that visual communication, unlike verbal language, lacks propositional syntax, which means that it is not possible to clearly spell out ‘analogies, contrasts, causal claims, and other kinds of propositions’ in visual language (xi).”

“Messaris (1997), görsel okuryazarlığın medya okuryazarlığı denkleminde ne kadar önemli bir bileşen olduğunu göstermekle birlikte görsel okuryazarlığın temel bileşenleri olarak da görsel analoji ve sözdizimine odaklanır Zettl’e göre (1998) medya okuryazarlığının tanımlanması zordur çünkü bu anlamda…”

“Why some political metaphors seem to be abused and fail in persuading the public is a critical question both in the real world and in the theoretical realm (Messaris, 1997).”

“Yet the old tensions between the West and the Middle East, the modern and the traditional, the secular and the sacred, sexual freedoms and privacy, and appreciation and objectification remain and have resulted in an ambivalence in much of the media depicting the Arab woman today (Messaris, 1997).”

“Their function is to evoke feelings (Berger, 2016; Messaris, 1997); and by reflecting social practices, they prompt a social relationship between advertiser and individual (Lick, 2015: 222).”

“Prior literature has documented the ambiguous meaning of a visual sign [Messaris 1996].”

“Messaris states that TV images require more brain usage, and more mental and emotional involvement [13].”

“Qualitative research was used because of the following characteristics: interpretation, insightfulness, exploration and flexibility (Neuman, 2000: 7). Exploratory research is a means towards better understanding a communication problem, particularly where little research has been conducted or little is known on the to…”

“Examples of this can be found in semiotic analysis (Williamson, 1978; Mick, 1986; Messaris, 1997) and work with the devices like the troup, unexpected or fresh presentations of a proposition (Scott, 1994).”

“Messaris (1997) argued that “these three functions of.”

“El componente visual de la literacidad, por su parte, ha sido explorado desde diversos campos de estudio, como la semiótica visual (Barthes, 1977; Messaris, 1997), los estudios de la cultura visual (Mirzoeff, 2023; Sturken y Cartwright, 2017), la teoría de la representación (Hall, 1997) o la…”

“Messaris (1997) suggested that there are three special qualities of visual”

“…if we consider the very poor attention the copy normally gets from readers, and that pictures, including the depicted packaging, are more instantly grasped by the potential consumer, even though the interpretation of visual material is culture-bound up to a point (Messaris, 1997, pp. 90-93).”

“Research has suggested that audiences process visuals faster, more easily, and more efficiently than written text (Barry, 1997; Blair, 1996; Graber, 1996; Messaris, 1997; Paivio, 1979; Schill, 2012).”

““Photographs and images on video are typically seen as direct copies of reality” (Messaris, 1997, p. vi).”

“… specialized service: producing messages that ascribe meaning, often by accentuating the positive, and bracketing the negative, attribute/s of any given commodity and/or associating it with attractive words, sounds, and images (Messaris, 1997; Wernick, 1991).”

“In addition, extensive research in social psychology on advertising suggests that images are indeed persuasive (Messaris 1997).”

“Research on the specifics of visual forms of communication in terms of the dissemination of political ideas has been conducted, among others, by Messaris (1997) and Fahmy and Kim (2008).”

“Images are particularly influential because visual cues are processed without the deliberate evaluation that readers apply to written claims Messaris [1998].”

“The food industry has adeptly leveraged these channels, employing colour-ful ads and popular characters to influence adolescents' eating preferences [5].”

“As Messaris (1998) noted, visual representations can increase public interest in educational messages by presenting narratives in a simple and direct manner, functioning as cognitive shortcuts that facilitate faster information processing.”

“The persuasive power of visuals is well documented: picture superiority effect (Paivio, 1991) and visual persuasion (Messaris, 1997).”

“Strong visual identities allow creators to build brands, attract markets, and generate emotional engagement that enhances economic value [11], [12].”

“Close-up images tend to emphasize detail and intimacy, reducing perceived psychological distance and thereby eliciting stronger emotional resonance (Messaris, 1997).”

“These decontextualization constructs include choices over where to focus attention within a scene, which focal length and angle best captures this focus, and how to position the camera so that visual elements within the scene are arranged to suggest meaning (Messaris, 1997).”

“Dengan teori naratif visual, retorika visual, dan semantik (Kress & Van Leeuwen, 2006), penelitian ini menyoroti peran desain sampul sebagai media komunikasi politik yang menyampaikan kritik secara efektif (Barthes, 1977; Messaris, 1997).”

“Messaris (1997) argues that, unlike words, visuals give a clearer perspective of politics in the 21st century, as they are more effective in conveying intended meanings to readers or viewers.”

“Media literacy also involves the processes by which individuals take up cultural texts differently depending on their interests and positioning in various social and historical contexts (Messaris, 1997); and how production techniques of each medium interact with content elements to create meaning.”

“In his book Visual Persuasion: The Role of Images in Advertising, Messaris (1996) outlined three key functions of images in advertising.”

“It is needed because through a positive image it is expected to strengthen the image of the product being campaigned (Metallinos, 1998).”

“All of them seem to “elicit emotions” (Messaris, 1997: 7) e.g. “I like this advertisement.”

“Considering the main variables under study, it is worth conceptualising, based on the chain of displacement of emotions (Messaris, 1997), that ‘elements’ used in a TVC (including a model/celebrity), have a relationship with the ‘image of the medium’ which decodes the'retrieval cues and recall’…”

“In contrast to words, graphics are more salient and memorable (Ashcraft, 1993; Messaris, 1997).”

“…внесок візуальної метафори в ефективність рекламної комунікації: вона сприяє кращому сприйняттю й запам’ятовуванню інформації (Почепцов, 2001: 306; Meyer, 2010: 95; Stöckl 2004: 137), стимулює розумову діяльність реципієнта (De la Rosa, 2009: 177; Škerlavaj, 2014: 268), допомагає повніше…”

“Photographic ‘truth’ has historically been linked to the indexicality of the medium, according to Messaris“the fact that [photographs] are, in certain respects, direct physical imprints of the reality recorded in them” (Messaris, 1997, p. x).”

“Visual are also documents and they verify that an incident has occurred or something has happened (Messaris, 1997).”

“As to the design of advertising layout, Messaris (1997) divided advertising and editing into causality, contrast, analogy, and generalisation[13].”

“Advertisers use quotations from familiar texts in order to be as readable as possible for their audiences, to increase sales, create empathy and emotion resulting from contemplation of the desired objects, to arouse attraction and lessen buyer resistance.(8) The article takes into account the dimension of time and cha…”

“edu presented through the textual, visual, and auditory modalities; and structure is seen as the organization and sequencing of the symbolic elements of the message (Messaris, 1997; Scott & Batra, 2003).”

“Photographs also come from the eyes and as noted by Mitchell [1], are distinguished by their capacity to reveal, show, appear, while words describe, narrate, announce; but words can communicate negatives, propositions, and conditionals which pictures cannot [9,10].”

“La investigación empírica que se ha realizado en este campo ha tenido en cuenta fundamentalmente la expresión verbal, y ha abarcado distintas áreas: estudios sobre el cine (Altman, 1999), las viñetas (McCloud, 2000), y los anuncios publicitarios (Messaris, 1997, Forceville, 1996).”

“A vizuális manipuláció (Messaris, 1997) egyfajta befolyásolás, amelynek célja mások attitűdjének, beállítódásának átformálása, a viselkedés, a cselekvés, az érzelmek és a kogníció megváltoztatása, átszervezése.”

“Ortony (1979) suggested that a high salient source attribute that matches a low salient attribute of the target increases perceptions of metaphoricity.”