Visual Persuasion Research Articles

The Rise of Interfaith Dialogue: Social Media, Youth, and Religious Inclusivity in Indonesia

<p class="06IsiAbstrak"><span lang="EN-GB">This paper investigates how interfaith dialogue discourse is now developing significantly with the role of social media and youth. Based on online research and virtual ethnography, this paper argues that creatively utilizing social media with involving youth as media-savvy is the main factor in significantly increasing the acceptance of interfaith dialogue discourse. In-depth content analysis with a focus on interfaith dialogue through YouTube podcasts reveals several strategies applied by the creator. This paper highlights several strategies, namely using hashtag and maximizing thumbnail, propagating podcasts with clickbait titles, consistenly uploading content, and connecting with other platforms. In addition, youth involvement also plays an important role in achieving significant interfaith dialogue such as by engaging them with humor and comedy, eye-catching appearance and millennial style, and visual persuasion. Finally, great acceptability achieved by interfaith podcasts on youtube has proven the existence of religious inclusivity in Indonesia.</span></p>

Visual Persuasion in Selected English and Arabic Covid-19 Editorial Cartoons (2020-2021): Vaccine Portrayal

Visual Persuasion in Selected English and Arabic Covid-19 Editorial Cartoons (2020-2021): Vaccine Portrayal

Vizualizing Branding: Metamorphosis of Advertising, Visual Strategies and Their Cultural Significance

The complicated interrelationship between advertising and visual culture is the subject of this research paper. It demonstrates the significant influence of visual culture on advertising and vice versa by investigating the historical history, theoretical foundations, and modern advertising practices. This research study offers important insights into the comprehensive nature of advertising and its role in influencing current visual culture through an exhaustive analysis of case studies and academic literature. The paper navigates through the evolutionary trajectory of advertising, spanning historical roots to contemporary paradigms, elucidating its symbiotic association with visual culture. The exploration encompasses an array of visual tools wielded by advertisers — ranging from imagery, symbols, aesthetics, and semiotics — highlighting their strategic deployment to engage audiences and manipulate cultural perceptions. Examining the moral issues raised by the persuasiveness of visual communication in advertising is at the heart of this study. This research examines visual persuasion's ethical ramifications and societal effects, critically evaluating its influence on forming collective awareness. Resorting to an extensive array of scholarly works and case studies, this study sheds light on the ever-changing advertising landscape. It examines cases in which advertising campaigns have left a lasting impression on visual culture with great care, demonstrating these media's significant impact on modern society. Essentially, this work unravels the complex relationship between advertising and visual culture, operating as a complete storehouse of information. It provides a deeper knowledge of how advertising shapes and is shaped by the visual world of our times, laying the groundwork for understanding the complex dynamics.

Visual Persuasion in Journalistic News Websites: A Proposed Model for Effective Design

Visual Persuasion in Journalistic News Websites: A Proposed Model for Effective Design

Visual Persuasion on Commercial Movie Series of Toyota: Mengakhiri Cinta Dalam 3 Episode

Special regulations that arrange certain product specifications, affect how products are advertised. Products are advertised by looking for a unique selling point of the advantages offered compared to competitors, and the problem is special regulations that make the product lose its characteristics and user interests. For example, emission regulations have led to the emergence of a new type of car called Low-Cost Green Cars and resulted in a lack of demand for city car products. This research analyzes the persuasion strategies used to advertise Yaris, a city car product of Toyota, in the medium of the movie series: Mengakhiri Cinta Dalam 3 Episode. Qualitative methods with the content analysis are used to analyze the application of visual persuasion, an approach that tends to override functional benefits and relies on creativity in dealing with product deficiencies and forming a positive product image. The research was conducted by analyzing videos on the Toyota Indonesia YouTube channel. Data were collected using the study literature method and interviewing related sources. The results show that the product image shown through this movie series character image and some of the product advantages displayed in the storyline of the movie series.

Visual Persuasion Techniques in Ambigram Art and Application in Contemporary Advertising Design

Visual Persuasion Techniques in Ambigram Art and Application in Contemporary Advertising Design

A research framework to analyse visual persuasion of photographs in sustainability reports

PurposeThis paper aims to propose a theoretically informed and analytically rigorous research framework that sustainability researchers could use or further develop to examine visually persuasive messages in photographs.Design/methodology/approachDrawing on the theoretical constructs of Peirce’s (1991) visual semiotic system of icon, index and symbol and Aristotle’s (1984) persuasive appeals of ethos, pathos and logos, the authors propose a research methodology that provides an explicit step-by-step guidance to examine visually persuasive messages in sustainability-related photographs. The sustainability-related photographs in The Coca-Cola Company’s 2018 Business and Sustainability Report are examined to illustrate the application of the framework.FindingsThis paper develops a research framework and provides empirical evidence of the use of the framework to enhance the understanding of visually persuasive messages depicted in photographs.Practical implicationsThe proposed framework serves as a springboard for further research into visually persuasive messages.Originality/valueThe research framework of visual persuasion is novel and can be used by sustainability researchers to analyse photographs in corporate reports. It can be extended/modified to capture visual representations in different contexts and other disciplines as well.

Persuasion Madurese Medicinal Herb Product Packaging through Sexual Esthetic Exoticism

This research departed from the author’s interest in the design of medicinal herb product (thereafter called jamu) packaging coming from Madura Island having verbal and visual persuasive messages leading to exoticism esthetics. Persuasion through sexuality exoticism esthetics often appears when medicinal herb product is intended to men and women who want to achieve harmonious relationship biologically. Medicinal herb product (jamu) promoted through verbal and visual persuasion delivered via packaging design media can be attractive and tempting, so that consumers buy it to be consumed. The uniqueness of sexual vulgar exotic persuasive message in the packaging of medicinal herb product is important to be studied in-depth. This research focused on the design of jamu packaging leading to sexuality exoticism produced in Madura, the sample jamu produced in Bangkalan, Sampang, Pamekasan, and Sumenep Regencies. Data was obtained through observation, documentation, and online literature, the results of which were combined through triangulation process and analyzed using Jean Baudrillard’s trans-aesthetic theory stating that design contains sign and symbolic values. The result of research showed that the design of jamu packaging in Madura functioning to improve stamina intended to husband-wife couple contain exoticism trans-aesthetic value. The values contained in the packaging design are: (1) sign value consisting of: (a) the use of packaging as product container, as jamu information and promotion media, (b) buying jamu product to be consumed generates spirit to do some activities, (c) packaging design contains modernity sign to the consumers of jamu, and (3) symbols of power, sturdiness, harmony, enjoyment, and satisfaction to consumers. This persuasive strategy is considered to be able to attract the public’s interest, most of which come from middle-class economy who like to imagine momentary enjoyment.
 Keywords: jamu, packaging design, persuasive, exoticism, aesthetic

Visual images of prescription drug benefits in direct-to-consumer television advertisements

ObjectiveImages demonstrating a prescription drug’s efficacy are often included in direct-to-consumer television advertisements. The current research assessed whether exaggerated efficacy images can mislead individuals, and whether providing accurate quantitative information can reduce these misperceptions. MethodsWe conducted two experimental studies with internet panelists 60 years and older testing drug efficacy images in television ads for wet age-related macular degeneration (N = 901) and plaque psoriasis (N = 902). In each study, participants viewed one of six ads that varied in the efficacy images included (no image, accurate image, exaggerated image) and the presentation of quantitative information (absent, present). Measures included recall, perceptions, and numeracy. ResultsIn both studies, participants who saw exaggerated images were more likely than those who saw no image or accurate images to overestimate efficacy. Presenting quantitative information increased participants’ gist and verbatim recall of drug efficacy, and in some cases, led participants to have more accurate perceptions of the drug’s efficacy even in the presence of exaggerated images. Higher numeracy was associated with better gist and verbatim recall. ConclusionsThese results support visual persuasion theory. Moreover, they show that exaggerating benefits visually can mislead viewers. Practice implicationsStakeholders should ensure that images in direct-to-consumer promotion are accurate and non-misleading.

Meta-Analysis on Visual Persuasion– Does Adding Images to Texts Influence Persuasion?

Meta-Analysis on Visual Persuasion– Does Adding Images to Texts Influence Persuasion?

Visual Juxtapositions as Exemplars in Messages Promoting Healthy Dietary Behavior

ABSTRACT While health communicators often study strategic health messages, investigations of how visual message elements complement or inhibit persuasive efforts are sparse in the literature. Visual juxtapositions, which refer to one visual presentation featuring two images placed next to each other, are one such visual element. In the context of improving public communication efforts related to promoting healthy dietary choices, we use visual persuasion theory and exemplification theory to test whether different visual juxtapositions influence message recipients’ expectations to share message content and reduce their consumption of unhealthy products (i.e., sugary drinks and salty foods). We carried out two studies, each a two-wave, longitudinal randomized experiment, to test for direct effects and assess the potential for indirect or delayed associations of visual persuasion appeals using visual juxtapositions. We consistently observed that a similarity visual juxtaposition evoked higher levels of surprise and expectations to share message content than a comparison juxtaposition or control condition immediately following message exposure; however, visual juxtapositions had no direct effects on unhealthy consumption expectations immediately following exposure or one-week following exposure. Levels of surprise were associated with both intended outcomes in the short-term (increased message sharing expectations) and unintended outcomes in the longer-term (increased consumption expectations). Overall, the study offers insights into the effects and associations of visual juxtapositions on message processing and persuasion outcomes, as well as raises questions about how to apply visual persuasion concepts and improve theorizing related to visual persuasion in health communication contexts.

Privilege Campaigning in Tlaxcala

This research examines the alliance formed between the Spanish and the Tlaxcalans during the Conquest of Mexico with particular emphasis on the granting of privileges after petitions to the Spanish Crown. Using arguments made by Matthew Restall’s Seven Myths of the Spanish Conquest as a starting point, primary sources such as the Florentine Codex and The Tlaxcalan Actas are used to cite examples of Tlaxcalan motivations, such as land grants and tribute relief, in forming an alliance with Cortes and his men. The Tlaxcalans, who felt that their contribution to the Conquest was not rewarded, made multiple campaigns in order to persuade the Crown to grant economic rewards. The Lienzo de Tlaxcala, a primary pictorial source made one generation post-Conquest, is one petition that is analyzed in this research. Emphasis when analyzing the Lienzo will be placed on the elements of visual persuasion that would appeal to a Spanish audience, such as the acceptance of Catholicism and military aide. The significance of the Lienzo campaign is that it demonstrates indigenous agency in a system that ultimately favored Spaniards.

Lost and found: Individual differences in propensity to process visual elements of persuasion

AbstractVisual processing style, defined as the relative propensity to engage in visual processing rather than verbal processing, is an individual difference variable that has been frequently investigated in the consumer psychology literature. Surprisingly, numerous studies have reported no relationship between visual processing style and viewer responses to visual elements of persuasion. We argue that this accumulation of null results is due to untenable historical theoretical assumptions that underlie the construct, along with methodological problems that are inevitably brought about by those theoretical assumptions. We reconceptualize visual processing style and test an alternative empirical operationalization of it. Using both new data and a reanalysis of data published in the Journal of Consumer Research, we find the old approach yields null results, but we find the new approach yields the expected results. The new approach reinstates the utility of incorporating propensity to engage in visual processing as an individual difference variable into consumer psychology models of visual persuasion, and it reinstates a powerful individual difference variable that can help push forward the investigation of the unique aspects of visual persuasion.

Reproducing “rhetrickery” in online fertility marketing: harnessing the “rhetoric of the possible”

ABSTRACTThis article addresses the gap in research on visual and narrative persuasion in online fertility marketing contexts and reveals their reliance on rhetorical ruses embedded in the language of “choice” and “empowerment”. We assess four websites targeting women and men who have experienced infertility and expose their “digirhetrickery”, or use of deceptive rhetoric in digital space which exploits gendered stereotypes of the female body in ways that ultimately mislead their target markets about assisted reproductive technologies (ARTs) and the “liberatory” potential they offer. We advance digital rhetoric as an analytical method to the field of consumer research in order to engage in a reflexive analysis that reveals these underhand ideological operations. As “authorial voices” and narrative agents in digital advertising discourse are more cunningly subterranean, this study shows how the instrumentalization of “consumer empowerment” has become increasingly hyperbolic with particularly problematic consequences for infertile women consumers.

The Design and Structure of One World Trade Center and Its Environs: A Visual Persuasion Analysis

The Design and Structure of One World Trade Center and Its Environs: A Visual Persuasion Analysis

Visual Exemplification and Skin Cancer: The Utility of Exemplars in Promoting Skin Self-Exams and Atypical Nevi Identification

The present article reports an experiment investigating untested propositions of exemplification theory in the context of messages promoting early melanoma detection. The study tested visual exemplar presentation types, incorporating visual persuasion principles into the study of exemplification theory and strategic message design. Compared to a control condition, representative visual exemplification was more effective at increasing message effectiveness by eliciting a surprise response, which is consistent with predictions of exemplification theory. Furthermore, participant perception of congruency between the images and text interacted with the type of visual exemplification to explain variation in message effectiveness. Different messaging strategies influenced decision making as well, with the presentation of visual exemplars resulting in people judging the atypicality of moles more conservatively. Overall, results suggest that certain visual messaging strategies may result in unintended effects of presenting people information about skin cancer. Implications for practice are discussed.

Green buildings need green occupants: a research framework through the lens of the Theory of Planned Behaviour

ABSTRACTThis study answers the following questions: Do green buildings (GBs) communicate green messages to their occupants? If they do, how so? Lastly, how do they influence occupants’ pro-environmental behaviours? The first two questions were answered based on ideas from persuasive communication. Two communication channels of a building were identified: active instruction through face-to-face interpersonal transmission and passive instruction from the building itself. Previous studies investigating the influences of GBs on occupants’ changing pro-environmental attitudes and behaviours were examined through the lens of the Theory of Planned Behaviour (TPB) model. To investigate the last research question, a framework was proposed to advance current knowledge by incorporating the TPB as a theoretical foundation. Furthermore, the framework helps to better understand the role of visual persuasion in GB design to fill a research gap. Sample questionnaires were prepared for future adoption.

Vision, Visualisation, and Politics in the Apostle Paul

The essay applies the theoretical study of visual culture to an analysis of the role of the visual in the communication of religious ideas by the New Testament author, Paul. The discussion explores the contributions of anthropologists and iconologists to the study and understanding of visual culture. After an exploration of the role of vision in understanding generally, the essay then turns to the goals of creating visual experiences in ancient rhetoric. The letters of Paul and his followers drew on the experiences of Roman imperial iconography in multiple media to create their own visual worlds and effect persuasion.

Instruments for Measuring the Influence of Visual Persuasion: Validity and Reliability Tests

In User Experience (UX) research, the instruments are often measured by means of rating scales such as Likert scale and semantic differential scale. The validity of the findings and conclusions rely heavily on the instruments used in the questionnaires. This paper provides the assessment of the validity and reliability of a new set of measures to evaluate the influence of visual persuasion on web users. The instruments will be used to assess web users' perceptions of credibility, engagement, informativeness, satisfaction, social influences, usability, and visual aesthetic. Firstly, 85 items are pilot tested by expert and novice users in an offline and online settings. Secondly, the exploratory factor analysis is carried out in which 44 items representing 12 latent variables are reduced to 39 items with some of the latent variables are combined into one. The results show: Kaiser-Meyer-Olkin (KMO) of 0.901, significant Bartlett’s test, communalities range between 0.470 - 0.829, nine factors (also known as the latent variables) emerged with eigenvalues greater than 1, explaining more than 60% of the total variance, factor loadings of 0.466 and above, factors correlations of less than 0.7, and Cronbach’s alphas are well above the limit of 0.70. Finally, a confirmatory factor analysis is carried out on the first-order and second-order latent variables using the PLS-SEM. The instruments exceed the minimum requirement of the assessments for the convergent validity, discriminant validity, reliability and collinearity. The findings suggest that the proposed 39 items are valid and reliable for measuring the persuasiveness of visual persuasion.

The Knights of the Front: Medieval History’s Influence on Great War Propaganda

Spanning a number of academic areas, “Knights of the Front: Medieval History’s Influence on Great War Propaganda” focuses on the emergence of medieval imagery in the First World War propaganda. Examining several specific uses of medieval symbolism in propaganda posters from both Central and Allied powers, the article provides insight into the narrative of war, both politically and culturally constructed. The paper begins with an overview of the psychology behind visual persuasion and the history behind Europe’s cultural affinity for “chivalry,” then continues into specific case studies of period propaganda posters that hold not only themes of military glory and prowess, but also themes of race, gender, and religion as well. Finally, the article makes the argument that the realities of the First World War shattered the chivalrous and romantic ideals of war so completely that the concepts and images were no longer appropriate for use as propaganda.