You are a visual communication expert for a company that creates and maintains websites for large businesses and organizations. They called a meeting a few days ago to bring various departments together for a “think tank” session. The goal of this session was to update the images and visual elements on the website of your newest client: a large medical facility’s website. Currently, they are using the same website images across all websites in the following American locations: New York City, Miami, Phoenix, and Denver.As the meeting progressed, several people posed several situational conversations. You took careful notes during the meeting, and as you review them at home, you decide to create a video to address all the issues discussed.In less than seven minutes, your video will outline the importance of using cultural familiarity, perspective framing, and emotional appeal in order to visually persuade viewers in all of these different locations. For clarity, you decide to include specific visual images and examples that could replace current website images for each situation. During the video, you plan to include audio explanations to prove your points to the other “think tank” members.You review the situational conversation notes:Carol asks: “Why can’t we just use the same images that are already being used for all the different locations? All the images of the medical staff look American enough.”Daniel states: “Let’s use images of families in all of the images that scroll through the main website page. That will catch everyone’s eye-everyone has a family somewhere.”Caleb questions: “The pictures we use should all be outdoors and of people having fun. Isn’t that what all patients want to see when they visit the medical facilities website?”Heather states: “Maybe we should think like the potential patients that might visit this website. What would those patients want to see regarding this facility?”Samuel asks: “How can we use images to get people to feel like they will get better, or experience a miracle, or receive better treatment here than at some other facility?”InstructionsThe presentation must include a visual and an audio recording using Screencast-O-Matic®, a free audio recording software compatible with PC and MAC computers. Follow these instructions to download and use this software to create your presentation.Access the Screencast-O-Matic® homepage by clicking on the box in the upper right-hand corner titled, “Sign Up” to create your free account.Create a free account (be sure to write down the email and password created for account access.)Once logged in, click on the “Tutorials” link at the top of the homepage and view Recorder Intros.Create your presentation by clicking on the “Start Recorder” box.Once finished recording click on the “Done” button.Next, choose, “Upload to Screencast-O-Matic®”.Select “Publish”.Choose “Copy Link”.Place the “Link” in a Microsoft Word® document and upload to the deliverable dropbox.ResourcesFor assistance on creating a PowerPoint® presentation, please visit Writing Guide: PowerPoint PresentationsFor additional assistance on creating a Screencast-O-Matic®, please visit the Library and Learning Services Answers page: How do I make a video of a PowerPoint presentation using Screencast-O-Matic®?For additional writing and research support, please visit the following Library and Learning Services resources:
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MMC3407 Visual Communication Material
Visually Persuading your View
Visual Persuasion using Cultural Familiarity
Social Media Visual Persuasion
Persuasive images are used daily on social media. When describing
ourselves to the social world, we inevitably use the very best images of
ourselves. We visually frame ourselves in the best light possible. In this way,
we can persuade others regarding our most beautiful and pleasant attributes.
“Selfies” and other images present us in the most attractive way to viewers,
thereby convincing them to see our very best.
Another use of persuasive images on social media is marketing. Images are
used to display items, products, and services. These images are used to
attract the eyes of viewers. Social media users must consider that you only
have a sliver of a moment to catch the eyes of a potential client. Using images
that use culturally familiar visuals is also helpful. For example, a person selling
candles and scents products can use smiling people using those products in
relaxing settings. That visual display will attract the eyes of those that are
culturally familiar with the aromatherapy cultures.
It can be argued that all communication is persuasive. Situations such as getting children to
brush their teeth, posting on social media, interacting at a work meeting, and even discussing
what restaurant to try, can all be considered persuasive communication. Rarely do we
communicate without attempting to get someone to think or act a certain way. James Carey, a
prominent communication specialist, agrees that all communication is essentially persuasive in
nature and attempts to change attitudes, behaviors, and social perceptions. Can you think of
communication that is not persuasive in some way?
Persuasive visual communication will utilize visual elements to heighten and intensify a response
from a viewer. This includes the viewer’s mind and emotion. Emotional images can appeal to the
viewer’s emotion, and lead them toward a change of mind or behavior. This is extremely
valuable to businesses and organizations. Media critic and journalist, Walter Lippmann, stresses
the importance of images in affecting a person’s attitude due to the way images are more likely to
be recognized and ignite emotional bonds.
Navigate through the slides to learn about some examples of visual persuasion.
Disney Baby advertisement
The Disney Baby advertisement as seen here uses images of a happy baby
being held by a male. An image of a man playing with a baby appeals to the
emotions of a woman. Women enjoy seeing a male figure interacting with
children and babies, particularly a father figure or grandfather figure. At times, it
can remind them of their own positive experiences. In other situations, it reminds
them of the image of a perfect father figure that is accepted and recommended
by society. Either way, a female responds positively to this type of happy family
image. Since the female in the house most likely makes the most purchasing
choices for a baby, this is an excellent visual strategy by Disney Baby to appeal
emotionally to the “mothering” target audience.
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