Visual Persuasion

Chapter 5 introduces the topic of visual persuasion with a case study involving the various examples of visual communication that were displayed following U.S. Supreme Court Justice Ruth Bader Ginsburg’s death. The text then offers various examples of persuasive images and then defines visual communication, overviews the cultural importance of visuals in persuasion, and discusses the significant effects witnessing can have on groups of people. The text then details the debate on whether the visual can argue, which includes Anthony Blair’s view that visuals can argue as well as David Fleming’s view that they cannot. Next, the chapter explains how devil terms result in arguing rather than argumentation, and it offers various factors to be cautious of when presented with arguments by image. The chapter then details the visual narrative by explaining Walter Fisher’s views on storytelling, as well as the cultural importance of images. Finally, various examples are offered of visual persuasion in different areas, including advertising and campaigning.