Show, Don’t Tell – The Power of Visuals in Educational Media

Show, Don’t Tell – The Power of Visuals in Educational Media

Have you ever noticed how drug commercials follow a similar pattern? They highlight a medical disorder, for example, depression, diabetes, overactive bladder, etc. They then introduce their solution — a pill, a shot, a patch. Finally, they list a litany of “side effects” as mandated by federal law.

These narrated effects range from slight nausea, to death — all while B-roll plays of grandpa frolicking with the grand kids in a pool, mom, on a candlelit dinner date with her dashing new boyfriend or Suzie, closing the deal in a 50th floor boardroom. Those viewers who sufferer from that particular affliction often remember the name of the product, but never retain the potential side effects. This is the goal of the advertiser, they want customers to recall the product title, to be able to discuss it with their doctors, but they don’t want them to associate the deleterious effects with the product. This is the power of well designed visuals to influence and guide watchers to a desired conclusion.

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