A Frequency Analysis of Linear Versus Non-Linear Images as Persuasive Tools in Students’ Presentation Slides

Visual aids such as linear and non-linear images have been used in students’ presentation slides to keep the audience engaged, motivated, and attentive. As the research uses Dual Coding Theory and Elaboration Likelihood Model (ELM) as both theoretical and conceptual frameworks, this study aims to conduct a frequency analysis of linear versus non-linear images as persuasive tools in students' presentation slides to determine which type of image is more prominently used by students to convey the idea of their presentation. Through conducting qualitative research with a content analysis design, twenty-six (26) presentation slides created by LG2405D students from UiTM Shah Alam will be collected and become the main key to examine the frequency of linear and non-linear images in students’ presentation slides. The findings of this research are important since they will reflect on why students decide to use either type of image and how they associate it with different persuasion techniques. Based on the findings, student presenters have a strong tendency to use linear images compared to non-linear images in their slides. Next, common types identified in this research for linear images include charts, graphs, and tables, meanwhile, non-linear images such as icons, logos and memes. Lastly, linear image is mostly associated with the Heuristic Systematic Model, whereas non-linear images can be associated with the Elaboration Likelihood Model. Further studies regarding the usage of linear and non-linear images are needed to give clearer insights for future researchers and also to explore the field of study in a broader context.

visual aids, linear images, non-linear images, persuasion technique

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