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Page 1: Visual communication and Visual persuasion

“The real persuaders are our appetites, our fears, and above all, our vanity.” Eric Hoffer, 1902–1983 Longshoreman, Author, Philosopher

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Prepared by Danielle Oser, APR

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Brook Shields, 14 “Soft-Porn” Advertising

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2002- Campaign called “Outrageous and Irresponsible by a member of congress

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2005 – No additional media notice

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Linking sex with products in not new

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Christmas 2003 Sometimes controversy does not sell more clothes

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Christmas is NOT when you want a boycott by parents

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Nothing says Paris like a Spicy BBQ Six Dollar Burger from Carl's Jr. Apparently.

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Not approved by JC Penny Leaked by the advertising agency

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“Holocaust on your plate” German court called the campaign “an offense against human dignity”

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“Too racy for network television”

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2009 - NBC prohibited the spot from being shown during the Super Bowl because it was too sexually suggestive

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Generate news media attention and sales

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Target audience 18-24 Socially conscious clothing buyers

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1989

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Arab countries refused to print this ad

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Symbolically emphasize racial harmony and equivalence

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Overtly Polictal Imaes 1991

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• Benetton

Disturbing images without context or explanation

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Estimated worldwide sales jumped 10% ~ $100 million from 1991-92 during the controversy

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• Journalism Condemnation

AIDS awareness Seen by more than 1 billion people But that does not mean people were educated

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January 2000 Time to rethink shock advertising?

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Glamorizing murderers while ignoring their crimes Sears canceled their contract ~ big lo$$ for Benetton

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2011 Manipulated photographs

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Most information, whether factual or not is communicated through the mass media and relies on the emotional appeal in visual presentations

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Images change a person’s attitude Walter Lippman, 1922

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First to write about the art of persuasion Ethos

Source credibility Logos

Logical arguments Pathos

Emotional appeals

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2004 – MoveOn.Org Turned down by CBS to air during the Super Bowl CNN aired the spot during a news segment in response

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James Carey

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Propagate an idea to a large population

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“Thought control techniques”

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John Merrill, Media Critic

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Introduction of Uncle Sam James Montgomery Flagg

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Vital to the war effort by bolstering morale and home-front efforts

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Nazi’s use propaganda to their advantage

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400,000 US advertising employees $650 billion annual billings worldwide

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But it’s harder to break through

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Product placements are estimated to create an income of $6 billion by 2014

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Documentary about product placements

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Sidewalks, elevator doors, egg shells, men’s room doors, potholes, buildings, vehicles

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Brief: Anando Milk,a localcompany wanted to increase

consumption of milk amonglittle children.

The competition in the form of juices and energy

drinks focus on kids' drinks being funand cool. So Anando wanted to change the percept on of milk

being a boring drink.

Solution: C-Ons dering every chi d livesina world of fantasy.

the idea was to exaggerate the benefit of milk

into almost giving the child superhuman powers.

So we useo a noaroing,am1ost a prominent building

whichappeared asif a child was pushing

a part of the building with his bare hands.

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QR Codes

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Attempt to inf luence public opinion about a product, company or issue 50% of all media stories are probably generated by a pr person

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The hope is that those who see the resulting pictures will not see the elements of calculation that are behind the artifice George Will

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War dragged on for years, mission NOT accomplished

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George Bush Detached? clueless?

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Causes panic, 9/11 memories

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1928 – Ruth Snyder, First woman executed in NY since 1899 Present the news in exciting visual ways better than our competition

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Eye Catching

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Propaganda or Persuasion?


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