This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue.
Written in a non-technical language, this volume is divided into four sections:
- Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery.
- Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words.
- Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad.
- Image and Object - carries the inquiry of visual response over the bridge toward object interaction.
Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.
Table of Contents
Contents: L.M. Scott, R. Batra, Introduction. Part I:Persuasive Imagery: What Do We Really Know? K. Malkewitz, P. Wright, M. Friestad, Persuasion by Design: The State of Expertise on Visual Influence Tactics. K. Kenney, L.M. Scott, A Review of the Visual Rhetoric Literature. Part II:Image and Response. J.E. Raymond, When the Mind Blinks: Attentional Limitations to the Perception of Sequential Visual Images. P. Winkielman, N. Schwarz, R. Reber, T.A. Fazendeiro, Cognitive and Affective Consequences of Visual Fluency: When Seeing Is Easy on the Mind. C.L. Nordhielm, A Levels-of-Processing Model of Advertising Repetition Effects. R.W. Pimentel, S.E. Heckler, Changes in Logo Designs: Chasing the Elusive Butterfly Curve. C. Goossens, Visual Persuasion: Mental Imagery Processing and Emotional Experiences. Part III:Image and Word. N.T. Tavassoli, Scripted Thought. D. Luna, L.A. Peracchio, Visual and Linguistic Processing of Ads by Bilingual Consumers. G. Mani, D.J. MacInnis, The Role of Imagery Instructions in Facilitating Persuasion in a Consumer Context. Part IV:Image and Ad. E.F. McQuarrie, D.G. Mick, The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising. M.S. Mulvey, C. Medina, Invoking the Rhetorical Power of Character to Create Identifications. J. Lambiase, T. Reichert, Promises, Promises: Exploring Erotic Rhetoric in Sexually Oriented Advertising. A.A. Wiggin, C.M. Miller, "Uncle Sam Wants You!": Exploring Verbal-Visual Juxtapositions in Television Advertising. B.J. Phillips, Understanding Visual Metaphor in Advertising. Part V:Image and Object. L.L. Garber, Jr., E.M. Hyatt, Color as a Tool for Visual Persuasion. R. Bernstein, H. Moskowitz, The Marriage of Graphic Design and Research--Experimentally Designed Packages Offer New Vistas and Opportunities. J.E. Schroeder, Building Brands: Architectural Expression in the Electronic Age. N.T. Wood, M.R. Solomon, B.G. Englis, "No One Looks That Good in Real Life!": Projections of the Real Versus Ideal Self in the Online Visual Space. D. Horváth, Persuasive Form: Mobile Telephones in Hungary.