Visual Persuasion: The Role of Images in Advertising / Edition 1

Visual Persuasion: The Role of Images in Advertising / Edition 1

by Paul Messaris
     
 

The pictures in television commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of the uniquely visual aspects of advertising. Because of the implicit nature of visual argumentation and the relative lack of social

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Overview

The pictures in television commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of the uniquely visual aspects of advertising. Because of the implicit nature of visual argumentation and the relative lack of social accountability which images enjoy in comparison with words, pictures can be used to make advertising claims that would be unacceptable if spelled out verbally. From this starting point, Paul Messaris analyzes a variety of commercial, political and social issue advertisements. He also discusses the role of images in cross-cultural advertising.

Product Details

ISBN-13:
9780803972469
Publisher:
SAGE Publications
Publication date:
12/28/1996
Edition description:
New Edition
Pages:
320
Sales rank:
729,935
Product dimensions:
6.00(w) x 8.90(h) x 0.90(d)

Table of Contents

Introduction
A Theory of Images in Advertising
PART ONE: IMAGE AS SIMULATED REALITY
Pictures and Reality
Visual Form and Style
Can Pictures Bridge Cultures?
PART TWO: IMAGE AS EVIDENCE
Visual Truth, Visual Lies
PART THREE: IMAGE AS IMPLIED SELLING PROPOSITION
Editing and Montage
Showing the Unspoken
Epilogue
Ethics of Visual Persuasion

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