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Writing With Pictures: Toward a Unifying Theory of Consumer Response to Visuals

Abstract:

Studies of response to advertising images follow parallel streams: one treats visuals as sensory data; the other, operating under rhetorical theory, presumes that images are communicative artifacts. By revisiting a seminal article by Mitchell and Olson, we empirically demonstrate an alternative explanation for results under the sensory approach, while also establishing the basis for complex statements like tropes. We argue that consumers read product attributes from pictures based on an emerg...

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Linda Scott More by this author
Patrick Vargas More by this author
Publication date:
2007-10-05
URN:
uuid:8e505dd9-f68b-4455-bc8c-b6149e2b3a7b
Local pid:
oai:eureka.sbs.ox.ac.uk:1980

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