By Linda M. Scott, Rajeev Batra

ISBN-10: 0805842020

ISBN-13: 9780805842029

Backed by way of the Society for customer Psychology, this vol. synthesizes & advances present wisdom of buyer reaction to visuals utilizing an interdisciplinary viewpoint.

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Additional info for Persuasive Imagery: A Consumer Response Perspective

Example text

In his approach, the entire material world, its objects and its practices, is a vast web of symbolic meaning in which humans are inextricably enmeshed. Understanding the meaning behind any cultural setting or habit thus requires a deep, rich analysis and a thick form of description that may include elements from religion to economics to art to genealogy. The web of meaning is collectively spun and shared. Thus, understanding the meaning of an object (or image) created by a particular designer (or artist) is a function of shared cultural experience: The artist works with his audience’s capacities—capacities to see, or hear, or touch, sometimes even to taste and smell, with understanding.

The whole concept of visual rhetoric is grounded in an expanded notion of both pictures and language. This view further relies on a much longer and broader look at the nature and means of human communication. In a rhetorical approach to picturing, the full range and power of visual statements are included, even fiction and quantification (see especially the works of Edward Tufte on quantification and pictures, 1983, 1990, 1997). Nevertheless, a large number of articles cited here are concerned primarily with either declaring that pictures cannot be rhetoric because they are missing some specific property of words or arguing against someone making such a proposition.

The debate does not take place face to face or even all in one place, as in ancient Greece. In a mass communications society, however, few debates of any kind take place at one time and in one location. Even face-to-face debates between political candidates are rare—instead, individual candidates make a series of speeches at various 2. A REVIEW OF THE VISUAL RHETORIC LITERATURE 25 locations that address issues and attack the stances of the absent opponent or produce commercials that do the same thing.

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Persuasive Imagery: A Consumer Response Perspective by Linda M. Scott, Rajeev Batra


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