The use of visual scenario in minimalist print advertisements: towards a new framework of visual persuasion? — Mélanie Cravero

The use of visual scenario in minimalist print advertisements: towards a new framework of visual persuasion?

Mélanie Cravero

10397116

Master’s Film Studies

AIM Research Meeting, February 15th, 2013

Abstract

Since the development of mass media production, our western society has become more and more exposed to various sources of media content, ranging from classical Art, films, photographs and in the past 50 years, advertisements .In parallel and in relation to the development of strategic modes of visual persuasion, the study of visual rhetoric and more specifically metaphors in print advertising has emerged in the academic field. However, little attention has been paid to minimalist print advertisements and to how visual persuasion unfolds in such purely visual argumentation. In fact, images seem to hold a powerful rhetorical potential when it comes to advertising. It is claimed in this presentation that advertisers not only make use of visual metaphors but also of visual scenario to suggest a rather incongruous proposition.

If we think metaphorically and further attach elaborated meaning to visual propositions, will it be fair to sustain that we think visually? I will herewith examine further the role visual scenario plays in minimalist print advertisements, their ability to affect cognition and further influence attitudes. Eventually, I will present some insights in the field of visual metaphors and expand the study on pictorial metaphors in advertising to the realm of visual imagery, closely linked to cognitive studies. Finally, some limitations and further researches will be discussed.

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