Seeing the Visual in Argumentation: A Rhetorical Analysis of Unicef Belgium's Smurf Public Service Announcement

Hatfield, Katherine L.; Hinck, Ashley; Birkholt, Marty J.

doi:10.1080/00028533.2007.11821670

Cited by 14 publications

(8 citation statements)

References 1 publication

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“…Foregrounded images that contain unexpected elements most efficiently capture recipients’ attention. Researchers have applied diverse labels to this phenomenon including “transgressive images” (Hatfield, Hinck, & Birkholt, 2007; McNaughton, 2007), “representational violations” (Gkiouzepas & Hogg, 2011), “perspectives by incongruity” (Burke, 1984), and “oxymoronic images” (Lerner & Keltner, 2000, 2001; Mothersbaugh, Huhmann, & Franke, 2002;). Unexpected visuals most effectively create surprise, connect seemingly disparate meanings and values (Höllerer et al, 2013), and generate both cognitive and affective dissonance to grab an audience’s attention (Jasper, 2011).…”

Section: Multimodal Messages Emotion and Legitimacy Workmentioning

confidence: 99%

“Giant Toxic Lakes You Can See from Space”: A Theory of Multimodal Messages and Emotion in Legitimacy Work

Lefsrud

Graves

Phillips

2019

Organization Studies

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Organizations need to appear legitimate to access resources. Thus, actors often carry out legitimacy work to shape others’ evaluation of something as “desirable, proper or appropriate.” Such research has tended to focus on the cognitive appeal of words. Recently, research has also emerged on the persuasiveness of images, especially for creating emotional appeals. We develop a process model to explain the role of multimodal messages—combining words and images—in legitimacy work. With this model, we aim to answer: Why do certain combinations of multimodal messages (words and images) more forcefully evoke emotion and more reliably capture recipients’ attention, motivate them to process those messages, and (re)evaluate the legitimacy of an organization, its activities, and/or its industry? We conclude by discussing theoretical extensions and connections to other methods such as institutional work and values work.

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Section: Multimodal Messages Emotion and Legitimacy Workmentioning

confidence: 99%

“Giant Toxic Lakes You Can See from Space”: A Theory of Multimodal Messages and Emotion in Legitimacy Work

Lefsrud

Graves

Phillips

2019

Organization Studies

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“…Also, this campaign succeeded in stimulating word of mouth which means public and media talked about it. As a result, UNICEF Belgium raised over 750,000 Euros and it can easily be said that this PSA reached its goal (Hatfield, Hinck, & Birkholt, 2007).…”

Section: The Literature Reviewmentioning

confidence: 99%

Usage of health-themed public service announcements as a social marketing communication tool: A content analysis related to public service announcements in the republic of Turkey, ministry of health’s web site

İnci¹,

Sancar²,

Bostancı³

2017

MBR

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Public service announcements are informative short films that are made with the purpose of increasing the awareness of the society and/or creating behavioral changes. Also, they are communication tools used within the context of social marketing. One of the main themes of public service announcements which may have a substantial impact on masses is "health theme". Tobacco, blood donation, breast milk, obesity, and diabetes themed public service announcements which aimed to protect and improve health are examples of health communication as a part of social marketing. The purpose of the current study was to evaluate all the public service announcements in the Republic of Turkey, Ministry of Health's web site with a content analysis. Within this scope, characteristics of 52 healththemed public service announcements are analyzed according to nine main categories which include primary health issue, primary goal, target audience, role of the message source/ spokesperson, sex of the message source/ spokesperson, estimated age of the message source/ spokesperson, message appeal, message frame, and type of the PSA. Because of the increased importance of social marketing, it is estimated that the findings of this study will be beneficial for both public and private sectors besides non-governmental organizations.

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“…The articles in that issue deal with: Aristotle's classical enthymeme and the visual (Smith, 2007); visual argumentation in Scandinavian political advertising (Kjeldsen, 2007);prison tattooing (McNaughton, 2007); UNICEF Belgium's Smurf public service announcement (Hatfield et al, 2007); folk/traditional art (Roberts, 2007); flag waving (Pineda and Sowards, 2007); and functional brain imaging (Gibbons, 2007). The articles in that issue deal with: Aristotle's classical enthymeme and the visual (Smith, 2007); visual argumentation in Scandinavian political advertising (Kjeldsen, 2007);prison tattooing (McNaughton, 2007); UNICEF Belgium's Smurf public service announcement (Hatfield et al, 2007); folk/traditional art (Roberts, 2007); flag waving (Pineda and Sowards, 2007); and functional brain imaging (Gibbons, 2007).…”

Section: Conclusion: a Larger Role For Mathematical Analogiesmentioning

confidence: 99%

The Argument of Mathematics

Aberdein¹,

Dove²

2013

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Seeing the Visual in Argumentation: A Rhetorical Analysis of Unicef Belgium's Smurf Public Service Announcement

Cited by 14 publications

References 1 publication

“Giant Toxic Lakes You Can See from Space”: A Theory of Multimodal Messages and Emotion in Legitimacy Work

“Giant Toxic Lakes You Can See from Space”: A Theory of Multimodal Messages and Emotion in Legitimacy Work

Usage of health-themed public service announcements as a social marketing communication tool: A content analysis related to public service announcements in the republic of Turkey, ministry of health’s web site

The Argument of Mathematics

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