The use of images to influence people's attitudes and/or behaviour: for instance, through meaning transfer, implied claims, emotional appeals, connotation, pictorial metaphor, and visual symbolism. This is a common strategy in advertising, political communication, and propaganda. Persuasive texts are occasionally wholly wordless (assuming the viewer's familiarity with the codes) but there is usually some verbal anchorage. See also communication design; information design; peripheral route; persuasion; pictorial communication; subliminal message; visual communication; visual language; visual rhetoric; compare nonverbal persuasion.
Subjects: Media Studies.