Images can do what words do in the sense that both can present an argument that can change the attitude, outlook, or behavior of the viewer. A successful visual argument is possible if one works around its problems. For example, the visual argument is often attacked for its vagueness and ambiguity. However, not all visual communication is vague and often we don't expect a writer to be more specific than what is needed to get their point across. Also, the visual argument is sometimes even more effective than the verbal agument in terms of its overwhelming force.
Usually, the visual properties expressed in advertisement resonate with the audience. If a commercial is successful, then its message and symbols register immediately, making the viewers crave to see more. Visuals also help express ideas when words cannot fully convey the meaning of a scene with the necessary power. A picture is worth a thousand words, after all.
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