Visual persuasion

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

2. Prepared by Danielle Oser, APR

6. Brook Shields, 14
“Soft-Porn” Advertising

7. 2002- Campaign called “Outrageous and Irresponsible by a
member of congress

8. 2005 – No additional media notice

10. Linking sex with products in not new

12. Christmas 2003
Sometimes controversy does not sell more clothes

13. Christmas is NOT when you want a boycott by parents

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

21. Not approved by JC Penny
Leaked by the advertising agency

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

28. “Too racy for network television”

29. 2009 - NBC prohibited the spot from being shown during the
Super Bowl because it was too sexually suggestive

30. Generate news media attention and sales

31. Target audience 18-24
Socially conscious clothing buyers

32. 1989

35. Arab countries refused to print this ad

36. Symbolically emphasize racial harmony and equivalence

38. Overtly Polictal Imaes
1991

39. • Benetton
Disturbing images without context or explanation

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

43. • Journalism Condemnation
AIDS awareness
Seen by more than 1 billion people
But that does not mean people were educated

44. January 2000
Time to rethink shock advertising?

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

46. 2011
Manipulated photographs

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

50. Images change a person’s attitude
Walter Lippman, 1922

52.  First to write about the
art of persuasion
 Ethos
 Source credibility
 Logos
 Logical arguments
 Pathos
 Emotional appeals

53. 2004 – MoveOn.Org
Turned down by CBS to air during the Super Bowl
CNN aired the spot during a news segment in response

54. James Carey

55. Propagate an idea to a large population

56. “Thought control techniques”

57. John Merrill, Media Critic

60. Introduction of Uncle Sam
James Montgomery Flagg

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

63. Nazi’s use propaganda to their advantage

65. 1965, Lorraine Schneider

66. 400,000 US advertising employees
$650 billion annual billings worldwide

67. But it’s harder to break through

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

70. Documentary about product placements

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

75. 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.

76. QR Codes

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

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

80. War dragged on for years, mission NOT accomplished

81. George Bush
Detached? clueless?

82. Causes panic, 9/11 memories

83. 1928 – Ruth Snyder, First woman executed in NY since 1899
Present the news in exciting visual ways better than our
competition

84. Eye Catching

85. Propaganda or Persuasion?