A research framework to analyse visual persuasion of photographs in sustainability reports

Purpose - This paper aims to propose a theoretically informed and analytically rigorous research framework that sustainability researchers could use or further develop to examine visually persuasive messages in photographs. Design/methodology/approach - Drawing on the theoretical constructs ofPeirce’s (1991)visual semiotic system oficon, indexandsymbolandAristotle’s (1984)persuasive appeals ofethos, pathosandlogos, the authors propose a research methodology that provides an explicit step-by-step guidance to examine visually persuasive messages in sustainability-related photographs. The sustainability-related photographs in The Coca-Cola Company’s 2018 Business and Sustainability Report are examined to illustrate the application of the framework. Findings - This paper develops a research framework and provides empirical evidence of the use of the framework to enhance the understanding of visually persuasive messages depicted in photographs. Practical implications - The proposed framework serves as a springboard for further research into visually persuasive messages. Originality/value - The research framework of visual persuasion is novel and can be used by sustainability researchers to analyse photographs in corporate reports. It can be extended/modified to capture visual representations in different contexts and other disciplines as well.