Persuasive Imagery: A Consumer Response Perspective (Advertising and Consumer Psychology Series : A series sponsored by the Society f)

463 Pages·2003·4.37 MB·English

by  Linda M. Scott(Editor)

Persuasive Imagery
A Consumer Response
Perspective
ADVERTISING AND CONSUMER PSYCHOLOGY
A series sponsored by the Society for Consumer Psychology
Aaker/Biel • Brand Equity & Advertising:
(1993) Advertising’s Role in Building Strong Brands
Clark/Brock/Stewart • Attention,Attitude,and Affect
(1994) in Response to Advertising
Englis • Global and Multi-National Advertising
(1994)
Kahle/Chiagouris • Values,Lifestyles,and Psychographics
(1997)
Mitchell • Advertising Exposure,Memory,
(1993) and Choice
Schumann/Thorson • Advertising and the World Wide Web
(1999)
Scott/Batra • Persuasive Imagery:
(2003) A Consumer Response Perspective
Thorson/Moore • Integrated Communication:
(1996) Synergy ofPersuasive Voices
Wells • Measuring Advertising Effectiveness
(1997)
Persuasive Imagery
A Consumer Response
Perspective
Edited by
Linda M. Scott
University ofIllinois
Rajeev Batra
University ofMichigan
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
2003 Mahwah,New Jersey London
This edition published in the Taylor & Francis e-Library,2008.
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Copyright © 2003 by Lawrence Erlbaum Associates,Inc.
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without prior written permission ofthe publisher.
Lawrence Erlbaum Associates,Inc.,Publishers
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Cover design by Kathryn Houghtaling Lacey
Library ofCongress Cataloging-in-Publication Data
Persuasive imagery :a consumer response perspective / edited
by Linda M.Scott,Rajeev Batra.
p. cm.— (Advertising and consumer psychology)
Includes bibliographical references and index.
ISBN 0–8058–4202–0 (alk.paper)
Imagery (Psychology) 2.Persuasion (Psychology) 3.Advertising—
Psychological aspects. I.Scott,Linda M. II.Batra,Rajeev. III.Series.
BF367 .P464 2002
153.8’52—dc21 2002021630
ISBN 1-4106-0725-9 Mastere-bookISBN
Table of Contents
Acknowledgment vii
Introduction ix
Linda M.Scott and Rajeev Batra
I. Persuasive Imagery:What Do We Really Know? 1
1 Persuasion by Design:The State ofExpertise on Visual Influence Tactics 3
Keven Malkewitz,Peter Wright,and Marian Friestad
2 A Review ofthe Visual Rhetoric Literature 17
Keith Kenney and Linda M.Scott
II. Image and Response 57
3 When the Mind Blinks:Attentional Limitations to the Perception 59
ofSequential Visual Images
Jane E.Raymond
4 Cognitive and Affective Consequences ofVisual Fluency: 75
When Seeing Is Easy on the Mind
Piotr Winkielman,Norbert Schwarz,RolfReber,and
Tedra A.Fazendeiro
5 A Levels-of-Processing Model ofAdvertising Repetition Effects 91
Christie L.Nordhielm
6 Changes in Logo Designs:Chasing the Elusive Butterfly Curve 105
Ronald W.Pimentel and SusanE.Heckler
7 Visual Persuasion:Mental Imagery Processing and Emotional 129
Experiences
Cees Goossens
III. Image and Word 139
8 Scripted Thought 141
Nader T.Tavassoli
v
vi CONTENTS
9 Visual and Linguistic Processing ofAds by Bilingual Consumers 153
David Luna and Laura A.Peracchio
10 The Role ofImagery Instructions in Facilitating Persuasion 175
in a Consumer Context
Gayathri Mani and Deborah J.MacInnis
IV. Image and Ad 189
11 The Contribution ofSemiotic and Rhetorical Perspectives 191
to the Explanation ofVisual Persuasion in Advertising
Edward F.McQuarrie and David Glen Mick
12 Invoking the Rhetorical Power ofCharacter to Create Identifications 223
Michael S.Mulvey and Carmen Medina
13 Promises,Promises:Exploring Erotic Rhetoric in Sexually 247
Oriented Advertising
Jacqueline Lambiase and Tom Reichert
14 “Uncle Sam Wants You!”:Exploring Verbal–Visual Juxtapositions 267
in Television Advertising
Amy A.Wiggin and Christine M.Miller
15 Understanding Visual Metaphor in Advertising 297
Barbara J.Phillips
V. Image and Object 311
16 Color as a Tool for Visual Persuasion 313
Lawrence L.Garber,Jr.,and Eva M.Hyatt
17 The Marriage ofGraphic Design and Research—Experimentally 337
Designed Packages Offer New Vistas and Opportunities
Richard Bernstein and Howard Moskowitz
18 Building Brands:Architectural Expression in the Electronic Age 349
Jonathan E.Schroeder
19 “No One Looks That Good in Real Life!”:Projections ofthe Real 383
Versus Ideal Selfin the Online Visual Space
Natalie T.Wood,Michael R.Solomon,and Basil G.Englis
20 Persuasive Form:Mobile Telephones in Hungary 397
Dóra Horváth
Author Index 413
Subject Index 425
Acknowledgment
The editors ofthis book would like to thank the Yaffe Center for Persuasive Com-
munication at the University of Michigan for its financial and logistical support
inorganizing the Conference on Visual Persuasion held in Ann Arbor,Michigan,
in May 2000.The Yaffe Center,as part of its mission,supports multidisciplinary
research into persuasive communication.It is a “joint venture”ofthe School ofArt
& Design,and the School ofBusiness,at the University ofMichigan.Details about
its programs can be found at www.yaffecenter.org.
vii

Introduction
Linda M.Scott
University ofIllinois
Rajeev Batra
University ofMichigan
From Bill Moyers to Marshall McLuhan to Raymond Williams, cultural observers
of the late 20th century have charged the images of consumer culture with pro-
found effects on life and consciousness.In tones ofutter certainty,critics like these
have warned ofthe deleterious effects persuasive commercial imagery has on the
human mind,the collective behavior,and the society’s values.Folk beliefs about
the powers of advertisers to manipulate viewers from behind the screen of con-
scious rationality have shown remarkable steadfastness since they first appeared
on the scene in the 1950s.Whether the discourse occurs in a tavern or a lecture hall,
the power of persuasive imagery has become one of the given premises of post-
industrial life.
It is remarkable in light ofall that has been claimed to find how little,even at
thedawn ofthe 21st century,is really known about the human response to visual
images, including those of persuasive intent. Despite the almost religious tone
of conviction that attends charges of “manipulation”or “subliminal seduction”
through pictures,the hard evidence that such effects can be consistently produced
is simply not there.Instead,researchers who have chosen actually to investigate
how consumers respond to the visual aspects ofadvertising,packaging,and other
corporate signs have discovered that the questions are much more complex,the
phenomenon more subtle,the viewers sturdier,and the sense of certainty more
elusive than most observers have taken the time to imagine.
We have been fortunate,as the editors ofthis volume,to have attracted the par-
ticipation ofthe leading scholars in the area ofconsumer response to commercial
imagery.Several who have investigated particular phenomena—such as the effects
ofvisual tropes or the response to corporate logos—have offered here a reflective
account oftheir journeys ofinquiry so that a wide range ofreaders can share and
ix