Introduction
Rhetoric offers people the tools to achieve specific goals by employing effective communication. According to Borchers and Hundley (2018), “rhetoric includes words, images, and gestures that are presented to an audience for some kind of purpose” (p. 5). Perhaps, the most common purpose for which rhetoric is used is persuasion. Although one may think that the main means of persuasion are words and verbal arguments, this paper will argue that images also have persuasive power. To prove this point, this paper will explore Messaris’s theory of visual rhetoric and claim that images can be persuasive because of their immediacy and the absence of syllogistic construction.
The Main Point of Messaris’s Work
Paul Messaris was one of the scholars who tried to expand the field of rhetoric by investigating how means other than words could be used for effective communication. The main point of his work is that he distinguished three functions of images: “image as a representation of reality, image as proof, and image as an argumentative claim” (Borchers & Hundley, 2018, p. 131). These three functions are based on three types of visual signs, namely, indexical, symbolic, and iconic (Borchers & Hundley, 2018). Indexical signs indicate things they represent, and iconic signs are simplified images of things they represent. Symbolic signs, in contrast, are arbitrary symbols that have been chosen to represent a specific idea in a particular culture.
Because of their connection to objective reality, indexical and iconic signs represent the first function of images in rhetoric, as described by Messaris. The function of representing reality is the most clearly seen in photographs that depict objects similar to what they look like in the real world. Messaris argued that even if a photograph somewhat distorted reality, it was nevertheless “capable of capturing and conveying to our eyes the distinctive features that our brains need to be able to figure out what we are looking at” (Borchers & Hundley, 2018, p. 132).
The second function of images, i.e., images as proof, means that such visuals as photographs can serve to prove that something indeed happened in a particular place and time (Borchers & Hundley, 2018). The third function of images as arguments is concerned with the symbolic use of images (Borchers & Hundley, 2018). For example, to win over voters, a candidate for the presidency may use advertisements with photos in which he or she smiles, is neatly dressed, and is surrounded by people. Such a picture would convey a message that the candidate is the kind of person perceived by people as suitable for the position. Thus, Messaris argued that thanks to their functions, images were appropriate for use ineffective communication.
The Persuasive Power of Images
When commenting on Messaris’s work, Borchers and Hundley (2018) stated that “images can say things that words cannot” (p. 133). This quote illustrates the idea that images are persuasive due to their immediacy. For example, to persuade people to help victims of a recent natural disaster, one can verbally describe the consequences, or one can provide the audience with photos depicting ruined buildings and struggling victims. In this case, images will be more persuasive than words because they provide the audience with an immediate view of the disaster. What people see generally has more influence on them than what they hear from others. This quote is also related to the idea that images are persuasive because they lack syllogistic construction. Syllogisms are logical arguments that use deductive reasoning to conclude (Borchers & Hundley, 2018). Syllogistic construction includes a generalization and a specific case as premises that allow for concluding (Borchers & Hundley, 2018). Images do not follow the structure of a syllogism. Although a person can arrive at some conclusions when looking at an image, these conclusions will be different among people.
Concerning Messaris’s work, Borchers and Hundley (2018) also noted that images “can be useful for persuaders in stating controversial claims” (p. 133). Since images provide the audience with an immediate outlook, not shaped by a speaker verbally, they allow for conveying a message that is not stated explicitly. For example, advertisements for luxury items convey a hidden message that having these items is necessary for wealthy people (Borchers & Hundley, 2018). In addition, images allow for making controversial claims because they do not have syllogistic construction. Images do not necessarily make people arrive at logical conclusions. Instead, they can appeal to emotions or ethics for persuasion.
Conclusion
To sum up, images can be a powerful rhetoric tool on par with words. This argument is supported by Messaris’s work, in which he described three functions of images: the representation of reality, proof, and argumentative claim. The persuasive power of images consists in their immediacy and a lack of syllogistic construction. Due to these characteristics, images allow for stating things that cannot be expressed verbally, providing visual evidence for claims, and letting the audience draw their own inferences.
Reference
Borchers, T., & Hundley, H. (2018). Rhetorical theory: An introduction (2nd ed.). Waveland Press.