How to Coach Yourself and Others Beware of Manipulation | Page 189

73. Using Images to Persuade
Pictures and images are often used in advertising and other persuasive situations. Beyond just showing
the product, they can have other specific persuasive messages.
Showing the product
The most basic promotion is simply to show the product, making it clear what you are promoting. If
your customer is not sure what you are selling, this will make it clear.
The secret of success with product images is the same as with any image: emotional appeal. If your
product is desirable, then simply showing an appealing picture of it may suffice. Food and high-tech
companies both use this principle.
The risk in simple product shots is that customers are not excited and quickly move on, or think 'so
what'. It does not matter if your products excite you, which they probably do. It is the majority of
viewing customers who really count.
Brand-alignment
An important part of using images in advertising and company literature is ensuring the picture
matches the brand of the product and the organization.
Hence, for example, if the brand value of a detergent is 'soft' then softened photography of people with
soft clothing may help. A brand value of 'innovative' may be highlighted with unusual and surprising
images. A brand value of 'leading edge' may be reflected in views of high technology contexts, young
people being dynamic, active marketplaces and so on.
Illustrating action
People don't always understand what you are selling, what it is really for or how to use it to best effect.
Pictures can show this, saying 'here's how to do it' or 'look, it's easy.'
Even if it is obvious, when you show the product being used, you make it easier for people to imagine
themselves using it in the same way as they are interpellated into the position of the person in the
picture.
Telling a story
Stories help us create meaning in the way they narrate a sequential reality that aligns with the linear
nature of conscious thought. In the manner that we make stories of our lives as we live each moment
and day, we can likewise make sense of stories that unfold in the same way.
Stories can remind us of things that have already happened to us or that we would like to happen. They
can awaken inner fears and desires in a style that flat description cannot approach.
Images can tell stories, even when they are static photographs or drawings. In fact many of the best
pictures are great because of the stories they tell. A person looking out of a window with a dreamy
expression tells a story of wishes or fond memories. A group of friends laughing over a beer reminds
us of our own friends and how good they make us feel as we relax with them.

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