Persuasive Imagery: A Consumer Response Perspective

By Linda M. Scott; Rajeev Batra | Go to book overview
Save to active project

Persuasion by Design:
The State of Expertise
on Visual Influence Tactics
Keven Malkewitz
North Carolina State University
Peter Wright
University of Oregon
Marian Friestad University of Oregon

In this chapter we assess the accumulated expertise on visual persuasion in American society at the beginning of the 21st century. Attempts to influence and persuade others via the strategic alteration of visual stimuli occur on a grand scale in modern American society. It may seem tempting to view this deluge of humangenerated visual stuff as evidence in itself that practical expertise in visual persuasion is highly advanced. If so, experts in visual persuasion would operate to craftily control our visual world's elements and thereby predictably alter our everyday thoughts and behavior in ways they intend.

However, our analysis suggests that practical expertise in applied everyday visual persuasion is not very well developed. Effective persuasion is fairly difficult to achieve in real world practice. Knowledge about influence and persuasion tactics is a societal good. It is widely shared within a society. The psychology of successful persuasion is complex. And the rate of change in the technologies for visual communication available to a prospective influence agent is very high, making technological mastery in itself quite challenging.

To gain better insight on this, we asked the following questions. As best we can tell, what is the current state of the art in applied visual persuasion? What do


Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this page

Cited page

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Persuasive Imagery: A Consumer Response Perspective
Table of contents

Table of contents



Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 436

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?