How does B. F. Skinner use imagery in Walden Two?

Imagery:

"'Punishment. Negative reinforcement. The threat of pain. It's a primitive principle of control. So long as we keep the fence electrified, we have no trouble—provided the needs of the sheep are satisfied. But if we relent, trouble is bound to arise sooner or later.'"

"'Very real,' said Frazier quietly. 'and we supply it in liberal doses. But we don't limit it to mothers. We go in for father love, too—for everybody's love—community love, if you wish. Our children are treated with affection by everyone—and thoughtful affection too, which isn't marred by fits of temper due to overwork or careless handling due to ignorance.'" —