| Description |
xxi, 436 p. : ill. (some col.) ; 24 cm. |
| Series |
Advertising and consumer psychology
|
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
I. PERSUASIVE IMAGERY : WHAT DO WE REALLY KNOW? -- Persuasion by design : the state of expertise on visual influence tactics / Keven Malkewitz, Peter Wright, Marian Friestad -- Review of the visual rhetoric literature / Keith Kenney, Linda M. Scott -- II. IMAGE AND RESPONSE -- When the mind blinks : attentional limitations to the perception of sequential visual images / Jane E. Raymond -- Cognitive and affective consequences of visual fluency : when seeing is easy on the mind / Piotr Winkielman ... [et al.] -- Levels-of-processing model of advertising repetition effects / Christie L. Nordhielm -- Changes in logo designs : chasing the elusive butterfly curve / Ronald W. Pimentel, Susan E. Heckler -- Visual persuasion : mental imagery processing and emotional experiences / Cees Goossens -- III. IMAGE AND WORD -- Scripted thought / Nader T. Tavassoli -- Visual and linguistic processing of ads by bilingual consumers / David Luna, Laura A. Peracchio -- Role of imagery instructions in facilitating persuasion in a consumer context / Gayathri Mani, Deborah J. MacInnis -- IV. IMAGE AND AD -- Contribution of semiotic and rhetorical perspectives to the explanation of visual persuasion in advertising / Edward F. McQuarrie, David Glen Mick -- Invoking the rhetorical power of character to create identifications / Michael S. Mulvey, Carmen Medina -- Promises, promises : exploring erotic rhetoric in sexually oriented advertising / Jacqueline Lambiase, Tom Reichert -- "Uncle Sam wants you!" : exploring verbal-visual juxtapositions in television advertising / Amy A. Wiggin, Christine M. Miller -- Understanding visual metaphor in advertising / Barbara J. Phillips -- V. IMAGE AND OBJECT -- Color as a tool for visual persuasion / Lawrence L. Barber, Jr., Eva M. Hyatt -- Marriage of graphic design and research : experimentally designed packages offer new vistas and opportunities / Richard Bernstein, Howard Moskowitz -- Building brands : architectural expression in the electronic age / Jonathan E. Schroeder -- "No one looks that good in real life!" : projections of the real vesus ideal self in the online visual space / Natalie T. Wood, Michael R. Solomon, Basil G. Englis -- Persuasive form : mobile telephones in Hungary / Dora Horvath. |
| Subject |
Imagery (Psychology)
|
|
Persuasion (Psychology)
|
|
Advertising -- Psychological aspects.
|
| Added Author |
Scott, Linda M.
|
|
Batra, Rajeev.
|
| ISBN |
0805842020 (alk. paper) |
|
