Pictures and the bottom line: The television epistemology of U.S. annual reports

Abstract

In this analysis, we argue that the striking visual design that has characterized U.S. annual reports since the 1960s, including brilliant color pictures, gloss, and novelty formats, is a manifestation of the television epistemology that informs wide ranges of contemporary public discourse in America. Correspondingly, we contend that visual design in U.S. annual reports constitutes a form of rhetoric asserting the "truth claims" of the reports. Such truth claims relate not only to the values expounded in the text or projected in the pictures, but to those residing in the accounts themselves.