Visual Persuasion: The Role of Images in Advertising

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"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.

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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.
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About the author (1997)

Paul Messaris is Lev Kuleshov Professor of Communication at the Annenberg School for Communication, University of Pennsylvania. He teaches and does research in the area of visual communication and digital media. Recent publications include: The Visual Rhetoric of Social-Cause Photography (Visual Communication Quarterly, 2012), Visual Literacy in the Digital Age (Review of Communication, 2012), and How to Make Money from Subliminal Advertising and Motivation Research (International Journal of Communication, 2013). He was the recipient of the National Communication Association's 1996 Diamond Anniversary Book Award for "Visual Literacy: Image, Mind, and Reality" (Westview Press). His film "The Harmful Effects of Violent Movies," a satirical portrait of academic research, was nominated as Best Feature Film at the International Film Festival of England in 2008.

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