Our emotions led by images

[Reading time: 2 minutes]

Speeches has got two main components: the rational and the emotional.

Last week we discovered the rational part through the use of numbers in a speech.

This week we discover images, the emotional part. Emotions lead to motivation for the action.

A speaker makes his mark, basically, using three different kinds of images: visual images, auditory images and synesthetic images. This can happen because people remember what reaches their senses.

You may combine these images in order to better communicate your message and to move your audience. A great speech contains all these kinds of images.

Visual images are the most common and can reach 8 out of 10 people in your audience. This kind of image reaches the visual sphere by recalling something the audience is able “to see”. In this case colours and shapes are very important.

Auditory images are able to reach 1 out of 10 people. These are connected to the auditory sphere and recall sounds. These last are deeply engraved in the listener’s memory.

Synesthetic images can reach 1 out of 10 people, too. They are related to all the other sensory spheres as the sense of touch. They are the hardest to communicate and to be understood by your audience.

Each image has to be chosen in connection to the message and to the emotion we want to arouse.

The order in which we use images is very important, too. People will remember the first and the last things you will say. This order has to communicate a sense of hope and positivity because we want people to accept our call to action. This means that our message has to make a positive change in people lives. Indeed, if we use a negative image, this has to be the first to be exploit. Then we will use a positive one, to represent this positive change and because listeners will remember this last image.

Using images means to engage emotionally the audience and leave a mark on them.

Images, as numbers, have got a “magic power”.

Images make an emotional mark on people, let them better remember our message and to internalize it.


Claudia Perillo


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