Persuasive Imagery: A Consumer Response Perspective

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

Additionally, visual metaphors serve to restructure the viewer's perception of the Army or other institutions. The use of verbo-pictorial metaphors, as well as fast-paced and complex images, highlights fun and exciting aspects of the Army, while downplaying the violent and destructive aspects. Verbo-pictorial metaphors, then, can be an effective rhetorical technique used by an institution seeking to promote a particular image of itself in order to recruit new members.

Visual persuasion is a rich area for research. Visual images are complex and multifaceted and often feature layers of meaning. However, meaning is not always easily discerned from visual images, and often requires the use of verbal texts to fully convey the message. In contrast, verbal texts may rely on visual images in an effort to develop deeper meanings. The Army commercials provide a compelling example of how verbal texts and visual images can be juxtaposed to serve a particular rhetorical purpose, while at the same time illustrating the complexity of visual rhetoric.

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