| Term | Definition |
|---|
| Visuals as persuasive devices: | Drawing attention (example: person looking at us); Eliciting emotion on behalf of whatever the ad is selling |
| Iconic signs (represent reality) | Similarity or analogy between sign and real object; Strength: ability of visuals to conjure up real-world experience and emotion |
| Indexical signs (serve as proof for a persuader's message) | Artifacts of object – evidence it existed, but not really the object; Examples: bullet hole, foot prints & photographs (also iconic), jet trails in sky; Strength: documentary evidence it existed or happened |
| Symbolic signs (suggest arguments to audiences) | Arbitrary convention – exhibits neither similarity nor physical causation |
| Syntactical property of images: | Visual communication lacks a propositional syntax; Verbal language contains words and sentence structures that allow explicit connections to be proposed |
Combine with other sets
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