The Effect of Images on Communication
Every day, advertisers, public speakers and news broadcasters rely on images to communicate more than words alone can. When used properly, these images can accentuate and enhance a message. When poorly chosen, images can detract from a message and distract an audience. Regardless of the direction of the impact, images have an indelible effect on the communication process.
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Demonstrative Images
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On occasion, the content of a message can only go so far in explaining the ideas being presented. In these instances, images can benefit communication by giving a visual demonstration of ideas being discussed. This can occur on both a graphical and picture based level. For example, discussing the potential for a 15 percent growth rate may be better demonstrated to an audience by using a line or bar graph to show the extent of the growth. If you are trying to explain the magnitude of an environmental fallout, showing pictures of damages to the audience may better drive home the message than verbal descriptions alone.
Illustrative Images
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Sometimes, the best way to understand an idea is to compare it to something else. Verbally, these comparisons are referred to as similes. In the context of images, this is considered illustrating a concept. This type of image communication is most frequently used with advertising, where images are used to correlate products, services or people with different abstract concepts. For example, a company may feature a beautiful model in an attempt to sell perfume, not because the perfume will make you look like the model, but because the company wants you to associate the perfume with the concept of beauty.
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Timing
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The effectiveness of an image's impact on communication often relies on the timing of its exposure. This functions in two ways. Images should be presented at a time where they correlate with the information being discussed. With a speech about poor hospital care in third world countries, an image of children laughing and running can undermine the gravitas your words are attempting to establish. On the other hand, the duration of exposure can have an impact on how well received your image is. Showing an image of an infected wound throughout the entirety of a speech, for example, would be a distraction for the people you're speaking to, leading to poor overall message comprehension.
Media Format Choice
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The media used to present an image have a huge effect on how the image's message is received. Sometimes a static picture is enough to induce an emotional response. For instance, the legendary "V-J Day" photograph of a sailor dipping and kissing a young nurse has become symbolic of victory, American pride, and love. As such, it can be used in a static depiction to sell those concepts in conjunction with a product, service or idea.
Other images are best seen in film. For example, the 2007 American Society for the Prevention of Cruelty to Animals' commercial featuring film of injured, depressed animals to the tune of Sarah McLachlan's "Angel" has become the most successful advertisement in the history of nonprofit work, bringing in over 30 million dollars for the organization.
Legal Concerns
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When selecting images to enhance your communication efforts, consider the potential legal ramifications your choices may render. While generic clip art associated with computer programs or images used for educational presentations in the classroom are rarely subject to copyright laws, in advertising and reporting the use of images that do not belong to you may require you to pay royalties or can put you on the receiving end of a lawsuit.
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