CMS 306M Chapter Notes - Chapter 11: Microsoft Office Shared Tools, Sans-Serif, Elaboration Likelihood Model

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10 May 2016
Chapter 11: Creating and Using Visual Aids
oPeople in the business of persuasion commonly use integrated sensory
marketing or emotional branding to engage their customer’s visceral responses
with a synergistic blend of color, texture, scent, taste, and sound
oSensory evidence used in small-scale professional presentations is commonly
reduced to the purely visual-hence the general term visual aid
Why use Visual Aids?
oDual coding: explains when streams of information are unrelated, they interfere
with each other
oYou can use visual aids to assist you in explaining complex ideas, and improve
your professional credibility
oThree pieces of advice
Create your visual aids after you outline what you are going to say so that
you will use them to aid your presentation, not replace it
Finish outlining your presentation early enough to allow for time to
create, and practice with visual aids that will actually enhance your words
Consider the purpose of your visual aid. Is it there to support or
complement the words you are saying?
Types of Visual Aids
Concrete visual aids that can be inanimate or animate (not on the screen)
oVisual representation
Of an object, such as a map, drawing, diagram, etc. placed on the screen
oNumerical clarifiers
Such as a chart or graph, which you can use to simplify and explain
complex numerical concepts, particularly numerical data. Charts are
figures that graphically illustrate relationships while graphs are visual
representations of statistics
Elaboration Likelihood Model of Persuasion (ELM): states that effective
speakers should adjust their message based upon the level of
involvement of the audience
Several steps to follow to use numerical clarifiers
To enhance readability, size the numerical clarifier to consume
the available space
To enhance clarity, limit the amount of information presented
Provide a descriptive title that tells people what to look for in the
Label all significant features clearly and in large letters
Present the data logically and accurately
oDesigning your presentation: Software
PowerPoint, Prezi, Keynote are all options to use
find more resources at
find more resources at
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