Persuasive imagery :a consumer response perspective
- 其他作者: Scott, Linda M. , Batra, Rajeev.
- 出版: Mahwah, N.J. : Lawrence Erlbaum Associates ©2003.
- 稽核項: 1 online resource (xxi, 436 pages) :illustrations (some color).
- 叢書名: Advertising and consumer psychology
- 標題: Imagery, Psychotherapy , Advertising Psychological aspects. , Aspect psychologique. , imagery. , Electronic books. , Imagery (Psychology) , Publicité Aspect psychologique. , Motivational & Inspirational. , Persuasion (Psychology) , Advertising , Imagerie (Psychologie) , SELF-HELP , Publicité , SELF-HELP Motivational & Inspirational. , Psychological aspects.
- ISBN: 1138861308 , 9781138861305
- 試查全文@TNUA:
- 附註: Includes bibliographical references and indexes. Introduction / Linda M. Scott and Rajeev Batra -- Persuasive Imagery: What Do We Really Know? -- Persuasion by Design: The State of Expertise on Visual Influence Tactics / Keven Malkewitz, Peter Wright, and Marian Friestad -- A Review of the Visual Rhetoric Literature / Keith Kenney and Linda M. Scott -- 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, Norbert Schwarz, Rolf Reber, and Tedra A. Fazendeiro -- A Levels-of-Processing Model of Advertising Repetition Effects / Christie L. Nordhielm -- Changes in Logo Designs: Chasing the Elusive Butterfly Curve / Ronald W. Pimentel and Susan E. Heckler -- Visual Persuasion: Mental Imagery Processing and Emotional Experiences / Cees Goossens -- Image and Word -- Scripted Thought / Nader T. Tavassoli -- Visual and Linguistic Processing of Ads by Bilingual Consumers / David Luna and Laura A. Peracchio -- The Role of Imagery Instructions in Facilitating Persuasion in a Consumer Context / Gayathri Mani and Deborah J. MacInnis -- Image and Ad -- The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising / Edward F. McQuarrie and David Glen Mick -- Invoking the Rhetorical Power of Character to Create identifications / Michael S. Mulvey and Carmen Medina -- Promises, Promises: Exploring Erotic Rhetoric in Sexually Oriented Advertising / Jacqueline Lambiase and Tom Reichert -- "Uncle Sam Wants You!" Exploring Verbal-Visual Juxtapositions in Television Advertising / Amy A. Wiggin and Christine M. Miller -- Understanding Visual Metaphor in Advertising / Barbara J. Phillips -- Image and Object -- Color as a Tool for Visual Persuasion / Lawrence L. Garber, Jr., and Eva M. Hyatt -- The Marriage of Graphic Design and Research: Experimentally Designed Packages Offer New Vistas and Opportuniti
- 摘要: Sponsored by the Society for Consumer Psychology, this volume synthesizes and advances existing knowledge of consumer response to visuals using an interdisciplinary perspective. It should be useful to those interested in consumer psychology, advertising, marketing and visual communication.
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=81817
- 系統號: 005302159
- 資料類型: 電子書
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- 引用網址: 複製連結
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.
來源: Google Book
來源: Google Book
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