Impact of photo manipulation and visual literacy on consumers' responses to persuasive communication. Issue 2 (2nd April 2020)

• Record Type: Journal Article
• Authors: Lazard, Allison J.; Bock, Mary A.; Mackert, Michael S.
• Is Part Of: Journal of visual literacy. Volume 39:Issue 2(2020)
• Page Start: 90
• Page End: 110
• Publication Date: 2020-04-02
• Subjects: Visual communication -- digital manipulation -- digital advertising -- dual process models -- perception theory -- visual literacy; Visual literacy -- United States -- Periodicals; Visual learning -- United States -- Periodicals; Visual communication -- United States -- Periodicals; Visual learning; Visual literacy; United States; Periodicals; 302.22605
• DOI: 10.1080/1051144X.2020.1737907
• Languages: English
• ISSNs: 1051-144X

Abstract

Abstract: As digital manipulation capabilities in image-based advertising become more ubiquitous, this project investigated whether knowledge of photo manipulation techniques might alter the way audiences perceive photography-based appeals. Using an experimental design with images manipulated to communicate product effectiveness (e.g. fuller hair, longer lashes and smoother skin), we found photo manipulation is a persuasive advertising technique to positively influence consumer choices and attitudes towards brands, regardless of higher societal knowledge that digital images are easily manipulated. These findings call into question the efficacy of visual literacy skills as a defence against visual manipulation.