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Visual Persuasion
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Visual Persuasion
The Role of Images in Advertising



January 1997 | 320 pages | SAGE Publications, Inc
The pictures in television commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of the uniquely visual aspects of advertising. Because of the implicit nature of visual argumentation and the relative lack of social accountability which images enjoy in comparison with words, pictures can be used to make advertising claims that would be unacceptable if spelled out verbally. Taking this as a starting point, Paul Messaris analyzes a variety of commercial, political and social issue advertisements. He also discusses the role of images in cross-cultural advertising.
 
Introduction
A Theory of Images in Advertising

 
 
PART ONE: IMAGE AS SIMULATED REALITY
 
Pictures and Reality
 
Visual Form and Style
 
Can Pictures Bridge Cultures?
 
PART TWO: IMAGE AS EVIDENCE
 
Visual Truth, Visual Lies
 
PART THREE: IMAGE AS IMPLIED SELLING PROPOSITION
 
Editing and Montage
 
Showing the Unspoken
 
Epilogue
Ethics of Visual Persuasion

 

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ISBN: 9780803972469
£88.00

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