Visual Persuasion: The Role of Images in Advertising
"Visual Persuasion" is an exploration of the uniquely visual aspects of advertising. By virtue of their ability to simulate the appearance of the physical world, pictures can become surrogate objects of desire or emotions which ads subsequently associate with products. By exploiting viewers' assumptions of a direct, automatic connection between photography and reality, photographic images can serve as proof of advertising claims. This volume discusses the implicit nature of visual argumentation and the relative lack of social accountability that images enjoy in comparison with words: Pictures can be used to make advertising claims that would be unacceptable if they were spelled out verbally. Using these characteristics of visual persuasion as a starting point, this important book analyzes a variety of commercial, political, and social-issue advertisements. A separate chapter examines the role of pictures in cross-cultural advertising. -- From publisher's description.
Pictures and Reality
Visual Form and Style
Can Pictures Bridge Cultures?
Visual Truth Visual Lies
Editing and Montage
Showing The Unspoken
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Page 275 - International Journal of Advertising, No. 11, pp. 69-82. 13. Appelbaum, U., & Halliburton, C. (1993). "How to develop international advertising campaigns that work: The example of the European food and beverage sector.