haku: @author Scott, L. / yhteensä: 9
viite: 3 / 9
Tekijä: | Scott, L. |
Otsikko: | Images in advertising: the need for a theory of visual rhetoric |
Lehti: | Journal of Consumer Research
1994 : SEP, VOL. 21:2, p. 252-273 |
Asiasana: | CONSUMER RESEARCH ADVERTISING IMAGE |
Kieli: | eng |
Tiivistelmä: | In this article, past consumer research dealing with advertising images is analyzed and critiqued for its underlying assumption: that pictures are reflections of reality. The case against this assumption is presented, and an alternative view, in which visuals are a convention- based symbolic system, is formulated. In this alternative view, pictures must be cognitively processed, rather than absorbed peripherally or automatically. |
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