V Międzynarodowa Konferencja Naukowa Nauka o informacji (informacja naukowa) w okresie zmian Innowacyjne usługi informacyjne. Wydział Dziennikarstwa, Informacji i Bibliologii Katedra Informatologii, Uniwersytet Warszawski, Warszawa, 15 – 16 maja 2017

1. Visual Information and Visual Persuasion
in Public Relations Activities Promoting Libraries
Alicja Waszkiewicz-Raviv Ph.D.
Alicja Waszkiewicz-Raviv WDIB UW

2. 2016 Polish National Library poll –
around 60% Poles did not read over 3 pages (one time) during the year
Alicja Waszkiewicz-Raviv WDIB UW

3. Words must meet pictures
Alicja Waszkiewicz-Raviv WDIB UW

4. Public relations – communication with the organizational publics
• institutional
• multichannel
• Multimedia (on-line PR)
• Dialogue -> engaging
• Intentional, realising
organizational communication
goal (media relations), taking
under consideration social
environment
• VISUAL
Alicja Waszkiewicz-Raviv WDIB UW

5. We see more information than we read.
• The change has come
and in the era of visual
culture triumph some
new techniques to
contact the public must
be implemented.
• How to promote library,
non-profit organization,
using modern tools of
visual communication?
Alicja Waszkiewicz-Raviv WDIB UW

6. • Information design,
infographics and
environmental PR
tools
Alicja Waszkiewicz-Raviv WDIB UW

7. Wizardry Studio, Burwood Library and Hub

8. Alicja Waszkiewicz-Raviv WDIB UW

9. • infographics,
• Instagram
Alicja Waszkiewicz-Raviv WDIB UW

10. So called: „popular sayings” labelling the passive library publics…
• Who do not read, will not enter to library …
• In our times people do not want to read …
• Library is boring place…
• Only grandparents are going to library, it’s not place for youngsters…
• We need to focus on persuading children to read, the rest is lost ….
• Ect. ect. ect .
Alicja Waszkiewicz-Raviv WDIB UW

11. MAO - model of persuasion /Maclnnis, Moorman, & Jaworski, 91/
Topic-relevant involvement can play a pivotal role in the strategies people
use to process information, so the psychological MAO (motivation, ability, opportunity)
model of persuasion is discussed as theoretical framework for new visual PR
activities of the library.
Motivation, Ability, Opportunity
Alicja Waszkiewicz-Raviv WDIB UW
Readers attention to information
where is library and how to act there
I SAW POSTER/LIBRARY BUILDING
Readers skills or proficiencies in
interpreting PR information
I CAN READ BOOK FROM LIBRARY
Readers goal-directed
arousal concerning reading
activity
I WOULD LIKE TO GO TO LIBRARY

12. Research on posters promoting libraries.
• Short exposition up to 7sec.
• Research questions:
What visualisation type will be
most persuasive on the promotional poster?
Photos
Drawings
or just
Words …
Alicja Waszkiewicz-Raviv WDIB UW

13. Eye-tracker Tobi X2 - 60 Hz;
N=18; students M&F
Stimuli: 8 posters on the
same topic, created by one
author, but using different
visualisation techniques.

14. H1 The study proves almost 3 times longer total visit duration in typographic AOI and twice
longer in drawing AOI than in photographic AOI.
H2 Drawing on posters results with significantly shorter time to first fixation than
photography, means it attracts visual attention of the viewer faster.
H3 The total fixation duration is twice longer in drawing and typographic AOI than
photographic AOI.
H4 Almost 60% of participants remembered at least one poster including only typography.
16% indicated exact number of typographic posters.
Alicja Waszkiewicz-Raviv WDIB UW

15. Visual PR – process activating trigger: OPPORTUNITY
Arguments: MOTIVATION and ABILITY
How do I look, that I can see
How do I see, that I know…
How do I know, that I understand…
Alicja Waszkiewicz-Raviv WDIB UW

16. THANK YOU FOR YOUR ATTENTION … VISUAL
Alicja Waszkiewicz – Raviv
alicja.waszkiewicz@uw.edu.pl
Alicja Waszkiewicz-Raviv WDIB UW