Persuasive Imagery: A Consumer Response Perspective / Edition 1

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Persuasive Imagery: A Consumer Response Perspective describes the state of knowledge of consumer response to commercial imagery in both academic research and actual practice, and provides concrete sources for future study. It will be of interest to scholars and students in consumer behavior, consumer psychology, advertising, marketing, cultural studies, and visual communication.
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Product Details

  • ISBN-13: 9780805842029
  • Publisher: Taylor & Francis
  • Publication date: 2/1/2003
  • Series: Advertising and Consumer Psychology Series
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 464
  • Product dimensions: 6.00 (w) x 9.00 (h) x 1.19 (d)

Table of Contents

I Persuasive Imagery: What Do We Really Know? 1
1 Persuasion by Design: The State of Expertise on Visual Influence Tactics 3
2 A Review of the Visual Rhetoric Literature 17
II Image and Response 57
3 When the Mind Blinks: Attentional Limitations to the Perception of Sequential Visual Images 59
4 Cognitive and Affective Consequences of Visual Fluency: When Seeing Is Easy on the Mind 75
5 A Levels-of-Processing Model of Advertising Repetition Effects 91
6 Changes in Logo Designs: Chasing the Elusive Butterfly Curve 105
7 Visual Persuasion: Mental Imagery Processing and Emotional Experiences 129
III Image and Word 139
8 Scripted Thought 141
9 Visual and Linguistic Processing of Ads by Bilingual Consumers 153
10 The Role of Imagery Instructions in Facilitating Persuasion in a Consumer Context 175
IV Image and Ad 189
11 The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising 191
12 Invoking the Rhetorical Power of Character to Create Identifications 223
13 Promises, Promises: Exploring Erotic Rhetoric in Sexually Oriented Advertising 247
14 "Uncle Sam Wants You!": Exploring Verbal-Visual Juxtapositions in Television Advertising 267
15 Understanding Visual Metaphor in Advertising 297
V Image and Object 311
16 Color as a Tool for Visual Persuasion 313
17 The Marriage of Graphic Design and Research - Experimentally Designed Packages Offer New Vistas and Opportunities 337
18 Building Brands: Architectural Expression in the Electronic Age 349
19 "No One Looks That Good in Real Life!": Projections of the Real Versus Ideal Self in the Online Visual Space 383
20 Persuasive Form: Mobile Telephones in Hungary 397
Author Index 413
Subject Index 425
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