The-Power-of-Persuasion (1)

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The Power of Persuasion

Visual Literacy and Environmental Advertising

Today's Learning Goals

• I can identify how slogans, logos, and imagery work together in ads.

• I can explain how salience, framing, and colour influence an audience.

• I can brainstorm persuasive catchphrases for my community project.

• I can use modal verbs and rhetorical devices to strengthen my argument.

Recap: Lesson 2 Review

Question 1:

Which of these is a strong inquiry starter for a research project?

Question 2:

What structural features help us find information quickly in a text?

Question 3:

How do we know if a research source is credible?

Answers on the next slide...

Recap: Lesson 2 Review

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Answer 1:

A 'How...' or 'In what ways...' question that narrows down a specific topic.

Answer 2:

Glossaries, subheadings, and tables of contents.

Answer 3:

It comes from a reliable expert or organisation and uses facts rather than just bias.

What Makes an Ad Stick?

The Hook

Print and digital ads use specific features to grab your attention in seconds.

Key Features

• Slogans: Short, catchy phrases that are easy to remember.

• Logos: Symbols that represent a brand or movement (like the WWF Panda).

• Emotive Imagery: Photos or drawings designed to make you feel a specific emotion like hope, sadness, or urgency.

Print vs. Digital Ads

How does the layout change when an ad moves from a physical poster to a digital screen?

Visual Literacy: Salience

What is Salience?

Salience is the part of an image that your eyes are drawn to first.

How is it created?

Creators make things salient by using:

• Size: Making the most important object the largest.

• Contrast: Placing a bright object against a dark background.

• Focus: Keeping the main subject sharp while the rest is blurry.

The Power of Framing

Colour Symbolism

1.

Green

2.

Blue

3.

Black/Grey

4.

Red

a)

Trust, water, and the environment.

b)

Pollution, sadness, or industrial decay.

c)

Urgency, danger, or passion.

d)

Nature, growth, and sustainability.

Colour Symbolism

✅​

1.

Green

2.

Blue

3.

Black/Grey

4.

Red

d)

Nature, growth, and sustainability.

a)

Trust, water, and the environment.

b)

Pollution, sadness, or industrial decay.

c)

Urgency, danger, or passion.

Rhetorical Devices

Tools for Persuasion

Authors use 'tricks' to make their writing more powerful:

• Alliteration: Repeating initial sounds (e.g., 'Protect our Planet').

• The Rule of Three: Using three related words or ideas (e.g., 'Reduce, Reuse, Recycle').

• Rhetorical Questions: A question asked to make a point, rather than to get an answer (e.g., 'If we don't act, who will?').

Strengthening with Modal Verbs

Modal verbs show how certain or necessary something is. They change the 'strength' of your advice.

Using 'must' or 'will' creates a sense of urgent social change.

Check Your Understanding

The word 'should' is a more persuasive modal verb than the word 'must' when asking for urgent action.

👍​

TRUE

👎​

FALSE

Now it's time to explain why...

Check Your Understanding

The word 'should' is a more persuasive modal verb than the word 'must' when asking for urgent action.

👎​

Why is that?

a) 'Should' is stronger because it sounds more polite to the reader in an advertisement.

b) 'Must' expresses a high degree of necessity and obligation, making the argument feel more urgent.

Answers on the next slide...

Check Your Understanding

The word 'should' is a more persuasive modal verb than the word 'must' when asking for urgent action.

👎​

✅​

Why is that?

a) 'Should' is stronger because it sounds more polite to the reader in an advertisement.

b) 'Must' expresses a high degree of necessity and obligation, making the argument feel more urgent. ✅​

Solutions-Based Messaging

Focus on the 'How'

Instead of just showing a problem, effective advertisements often provide a solution. This makes the audience feel empowered rather than helpless.

Examples:

• Problem: Ocean plastic. Solution: 'Switch to bamboo today.'

• Problem: Deforestation. Solution: 'Plant a seed, grow a future.'

Pair Work: Brainstorm Session

In pairs, brainstorm three catchphrases for your community posters.

1. Use a rhetorical device (like alliteration).

2. Include a solution-based message.

3. Include one strong modal verb (must/will/should).

What you'll need: 🎨​ 🖌️​

Notebook, Pen, Inquiry Question Notes

Visual Analysis Practice

To make an object stand out, designers use ____. If they want to make the audience feel the emergency of climate change, they might use the colour ____. A catchy ____ helps people remember the message.

Word bank 🏦​

salience, red, slogan, framing, green, logo

Answers on the next slide...

Visual Analysis Practice

To make an object stand out, designers use salience. If they want to make the audience feel the emergency of climate change, they might use the colour red. A catchy slogan helps people remember the message.

Word bank 🏦​

salience, red, slogan, framing, green, logo

✅​

Class Reflection

Which visual element do you think is most effective for convincing people to change their habits? Why?

Class Reflection

You might have said...

Salience, because it forces the viewer to look at the main problem.

Colour, because it creates an immediate emotional reaction.

Framing, because a close-up builds a connection to the subject.

✅​

Next Steps: Bringing it Together

What's Next?

In our next session, we will begin drafting our survey questions to see what our community thinks about your chosen issues.

Homework

Find one advertisement (online or in a magazine) and identify the salient image and the slogan used.