We live in an extremely visual society. A picture not only conveys meaning in a succinct and clear manner but allows the audience to connect on an emotional level. A picture is worth a thousand words and can be more powerful than even a well-written editorial. Images encompass our society and can be seen nearly everywhere. However, it’s not about what you’re seeing as much as it is about how what you’re seeing makes you feel.
An image becomes persuasive when it convinces its audience of a new perspective or point of view. The most appealing images play towards our senses, or worse, our weaknesses. Ads on TV for fast food joints, such as Burger King, display images of delicious and mouth-watering food in order to induce a craving. Weight loss ads create the notation that taking a pill is a more effective way to lose weight than working out and dieting. Images of people losing massive amounts of weight in a dangerously short period of time influences the audience to buy the product, even though most rational people know the commercials are not accurate. Other compelling ads on TV intend to guilt their audience into sympathizing with their cause. The commercials for the SPCA and orphaned children do not show you intriguing images that appeal to the senses. Instead, they show heart-rending picture of animals subject to abuse or less fortunate children who will inevitably die without help. Persuasive images surround us and are immersed into our culture in a way that we don’t even know when we are being persuaded anymore.
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