In the book entitled, Visual Persuasion: The Role of Images in Advertising written by Messaris (1997), the author explained that visual persuasion is actually a form of exploration of distinct and unique images used in the advertising field. As such, it is relevant to emphasize that the act of being persuaded takes the collaborative effort of the organization persuading and the person/s being persuaded: “because of the process of co-creation, all persuasion consists of self-persuasion to some degree. We rarely act in accordance with persuasion unless we participate or interact in the process logically and/or emotionally” (Larson, 2010, p. 22).
Visual persuasion is undertaken for the purpose of presenting arguments in a clear manner through images that could be appreciated through seeing. In court cases for instance, where visual persuasion is useful, it was emphasized that the benefit of using graphic presentation includes the fact that “it is cognitively more complete. By showing, as well as telling, throughout the presentation, you are engaging and using more of the jurors’ working attention, causing them to pay more attention, and to notice and see more of your argument” (Broda-Bahm, n.d., p. 4). The presentation shown in Figure 1 attests to this fact. Another benefit noted of visual persuasion is the evidence of greater preparation put into the work; and thereby, apparently increases credibility of the promoter.
On the contrary, some visual persuasion strategies which aim to sway the audience into believing a proposed point of view; even against norms or universal standards could be deceiving and manipulative. For instance, Figure 2 allegedly advocated that “Joe Camel is presented as cool, adventurous, and attractive to women” (Blackmon, n.d., p. 1).
Visual persuasion has tendencies to present