Visual literacy is the ability to critically analyze images that we encounter daily, which is essential for understanding deeper meanings. Advertisers utilize techniques such as the AIDA principles—Attention, Interest, Desire, and Action—and various persuasive strategies, including imagery, fonts, and language, to influence consumer behavior. Enhancing visual literacy skills can improve our understanding of these advertising techniques and their impact.

1. Visual Literacy
Grade 12 English Home Language

2. What is visual Literacy?
- In our everyday lives we are presented with images
everywhere we go.
- It is important for us to develop the skills to
critically analyse these images on order to understand
the deeper meaning behind them. We call this visual
literacy.
- Advertisers use specific techniques in order to persuade
and convince consumers to purchase a product or pay for a
service.
- A better understanding of these techniques and principles
will help to develop your visual literacy skills.

3. AIDA Principles
A - Attention : This is how the advert grabs the reader’s attention. It can be
done by using striking imagery, different types of fonts and colour.
I - Interest : This refers to how the advert keeps you interested. The use of
small pieces of text, jokes and puns can help with this.
D - Desire : This is how an advert makes you want to acquire the product or
service that it is advertising. Persuasive language is a big part of creating desire.
A - Action : This is the component of the advert that shows you how or where to
buy this product or service. Eg a link to the online store, an address etc.

7. Persuasive Techniques
Advertisers can use a lot of different persuasive
techniques to catch a hold of a reader’s attention. These
techniques include imagery, different fonts, specific
editing such as blurring, placement, language use and
diction as well as the use of colour. Advertisements make
use of these techniques in various ways in order to have a
specific effect on the reader or viewer.