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Scott, Linda M. (EDT)/ Batra, Rajeev (EDT) 作者

Lawrence Erlbaum

译者

2003-02-01 出版日期

464 页数

USD 120.00 价格

Hardcover

丛书系列

9780805842029 图书编码

Persuasive Imagery 在线电子书图书标签: RajeevBatra Marketing

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Persuasive Imagery 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Persuasive Imagery 在线电子书图书描述

This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: "Image and Response"; "Image and Word"; "Image and the Ad"; and "Image and Object". Having travelled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, the reader of this volume should have a new respect for the complexity of human visual response and the research that is trying to explain it. It should be of interest to those involved in consumer behaviour, consumer psychology, advertising, marketing and visual communication.

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