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Persuasive Imagery:  A Consumer Response Perspective

Persuasive Imagery: A Consumer Response Perspective
Linda M. Scott & Rajeev Batra, eds.
Mahwah, NJ: Lawrence Erlbaum Associates, Inc., 2003
BF367 .P464 2003

From Bill Moyers to Marshall McLuhan to Raymond Williams, cultural observers of the late 20th century have charged the images of consumer culture with profound effects on life and consciousness, and many have warned of the deleterious effects that persuasive commercial imagery has on the human mind, collective behavior, and society's values. The power of persuasive imagery thus has become one of the given premises of modern life. Yet, despite the various claims, little is known about the human response to visual images, including those of persuasive intent. Current research shows that the questions are much more complex than most observers might imagine.

In this volume, editors Linda M. Scott and Rajeev Batra gather contributions from an international group of scholars who are leaders in the study of consumer response to commercial imagery. Written in a nontechnical language, the collection is divided into four sections that synthesize and advance existing knowledge of consumer response to visuals: Image and Response illustrates the difficulty encountered even when 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 with corporate logos; Image and the Ad contributes to our appreciation for the subtle variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad; and Image and Object illustrates how commercial images reach into the world of actual experience toward the concrete objects we see, use, and know in practical reality.

Persuasive Imagery: A Consumer Response Perspective describes the state of knowledge of consumer response to commercial imagery in both academic research and actual practice, and provides concrete sources for future study. It will be of interest to scholars and students in consumer behavior, consumer psychology, advertising, marketing, cultural studies, and visual communication.

Quoted from dust jacket.