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The Power of Visual Arguments

Using Images to Create Pathos

Using Images to Establish Ethos

Using Images to Support Logos

The Power of Visual Arguments

Is everything persuasion?

Using Images to Create Pathos

Visual images are used to trigger emotions

-evident in ads, Youtube videos, posters, rallies, social media.

-design elements fashioned to attract attention.

-to appeal visually consider your intended goal/s

-consider emotional responses to color (contrast and readability of text).

Using Visual Images to Support Logos

Some information is conveyed more effectively by charts, graphs, drawings, maps or photos.

-Pie chart is effective at comparing parts to the whole

image source:

https://www.postermywall.com/index.php/art/template/d20edadaa72676b32430ca9d10a2c11b/super-sale-big-sell-out-advert-promo-shop-now-shopping-design-template

image source: https://www.mathsisfun.com/data/pie-charts.html

Visual Arguments

Chapter 14

Using Images to Establish Ethos

You can boost your credibility by using visual design strategically

-organizations and groups use carefully crafted images to signal their

authority and trustworthiness (emblems and logos)

-credibility can be established by offering visual evidence of competence

-choice of medium can communicate volumes about you

image source:

https://people.howstuffworks.com/culture-traditions/national-traditions/presidential-seal.htm

Using Visual Images to Support Logos

-A graph is helpful for comparing items over time or according to

other variables.

-Diagrams/Drawings are useful for attracting attention to details

-Maps can be used to illustrate location and spatial relationships

Professional guidelines (APA/MLA) create standards for content presentation

image source: https://www.centralunified.org/apps/pages/index.jsp?uREC_ID=741846&type=d&pREC_ID=1153361

The Power of Visual Arguments

Images are pervasive in our society (billboards, t-shirts, ads...etc.)

-they influence viewers and can make powerful arguments

-images have a long history (for example statues in ancient Egypt)

-technology has sped up the proliferation of images

-McLuhan "...our tools shape us"

image source: https://news.cgtn.com/news/2019-12-12/Egypt-unearths-rare-statue-of-King-Ramses-II-near-Giza-pyramids-MmLF5WdIly/index.html

Summary

Using Visual Images to Support Logos

Using Images to Establish Ethos

The Power of Visual Arguments

Using Images to Create Pathos

Using Images to Establish Ethos

Using Images to Support Logos

People are used to interacting with multiple streams of data and information (expectation for evidence to be presented graphically)

-graphic presentation calls for design that enables viewers to look at

an item and understand what it does.

Even small design elements can send signals about character and ethos

-for example proper formatting of documents reveals attention to detail

-types of fonts can communicate warmth or efficiency (serif and sans serif)

-size and type of font (for ex. shouting or evasive)

-choice of images can communicate preferences, sensitivities and inclusiveness

image source:

https://www.mbontario.com/how-to/how-to-set-memory-seating/

image source:

https://www.fonts.com/content/learning/fontology/level-1/type-anatomy/serif-vs-sans-for-text-in-print

Using Visual Images to Support Logos

Good visual design can convey evidence, data and other information without elaborate instructions.

-titles, headings, subheadings, enlarged quotations...etc.

image source: https://thedesigntrip.com/2020/04/21/what-is-visual-design-why-It-is-important/

case study contd.

g) Why Leader Succeeded: Listened to other's life stories to understand different perspectives. Emerged as moral leader who believed in liberty and equal rights for all. Developed multiracial staff. After retiring, served as mediator and public speaker throughout the world.

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