Towards a theory of visual signification

Marketing

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter (peer-reviewed) › peer-review

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Towards a theory of visual signification. / Gkiouzepas, Lampros; Hogg, Margaret Kathleen.
Advances in Advertising Research: the digital, the classic, the subtle, and the alternative. ed. / Peeter Verlegh; Hilde Voorveld; Martin Eisend. Vol. VI Wiesbaden: Springer, 2015. p. 179-199 (European Advertising Academy).

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter (peer-reviewed) › peer-review

Harvard

Gkiouzepas, L & Hogg, MK 2015, Towards a theory of visual signification. in P Verlegh, H Voorveld & M Eisend (eds), Advances in Advertising Research: the digital, the classic, the subtle, and the alternative. vol. VI, European Advertising Academy, Springer, Wiesbaden, pp. 179-199. https://doi.org/10.1007/978-3-658-10558-7_15

APA

Gkiouzepas, L., & Hogg, M. K. (2015). Towards a theory of visual signification. In P. Verlegh, H. Voorveld, & M. Eisend (Eds.), Advances in Advertising Research: the digital, the classic, the subtle, and the alternative (Vol. VI, pp. 179-199). (European Advertising Academy). Springer. https://doi.org/10.1007/978-3-658-10558-7_15

Vancouver

Gkiouzepas L, Hogg MK. Towards a theory of visual signification. In Verlegh P, Voorveld H, Eisend M, editors, Advances in Advertising Research: the digital, the classic, the subtle, and the alternative. Vol. VI. Wiesbaden: Springer. 2015. p. 179-199. (European Advertising Academy). Epub 2015 Sept 8. doi: 10.1007/978-3-658-10558-7_15

Author

Gkiouzepas, Lampros ; Hogg, Margaret Kathleen. / Towards a theory of visual signification. Advances in Advertising Research: the digital, the classic, the subtle, and the alternative. editor / Peeter Verlegh ; Hilde Voorveld ; Martin Eisend. Vol. VI Wiesbaden : Springer, 2015. pp. 179-199 (European Advertising Academy).

Bibtex

@inbook{b91ab4a252d04445b11e12be3a6fa1ae,

title = "Towards a theory of visual signification",

abstract = "Theories of visual rhetoric have been welcomed as a promising framework for understanding how visual communication works in advertising. However, visual rhetoric has not yet provided a systematic understanding of how visual persuasion operates. One of the assumptions which might inhibit the further development of theories of visual rhetoric is the argument that images do not imitate reality. Our counter-argument is that resemblance between visual signs and reality is essential for leveraging consumers{\textquoteright} experiences when they interpret pictorial metaphors in ads. The findings of two experiments suggest that individuals not only incorporate their knowledge of the physical world into their interpretation of ad images, but also that the principles of categorisation of physical objects can be used to structure how persuasion works in visual communication. We therefore propose that identifying the level of visual claim strength within ads contributes to our understanding of visual persuasion.",

keywords = "Visual theory, Theory-building",

author = "Lampros Gkiouzepas and Hogg, {Margaret Kathleen}",

year = "2015",

month = oct,

day = "13",

doi = "10.1007/978-3-658-10558-7_15",

language = "English",

isbn = "9783658105570",

volume = "VI",

series = "European Advertising Academy",

publisher = "Springer",

pages = "179--199",

editor = "Peeter Verlegh and Hilde Voorveld and Martin Eisend",

booktitle = "Advances in Advertising Research",

}

RIS

TY - CHAP

T1 - Towards a theory of visual signification

AU - Gkiouzepas, Lampros

AU - Hogg, Margaret Kathleen

PY - 2015/10/13

Y1 - 2015/10/13

N2 - Theories of visual rhetoric have been welcomed as a promising framework for understanding how visual communication works in advertising. However, visual rhetoric has not yet provided a systematic understanding of how visual persuasion operates. One of the assumptions which might inhibit the further development of theories of visual rhetoric is the argument that images do not imitate reality. Our counter-argument is that resemblance between visual signs and reality is essential for leveraging consumers’ experiences when they interpret pictorial metaphors in ads. The findings of two experiments suggest that individuals not only incorporate their knowledge of the physical world into their interpretation of ad images, but also that the principles of categorisation of physical objects can be used to structure how persuasion works in visual communication. We therefore propose that identifying the level of visual claim strength within ads contributes to our understanding of visual persuasion.

AB - Theories of visual rhetoric have been welcomed as a promising framework for understanding how visual communication works in advertising. However, visual rhetoric has not yet provided a systematic understanding of how visual persuasion operates. One of the assumptions which might inhibit the further development of theories of visual rhetoric is the argument that images do not imitate reality. Our counter-argument is that resemblance between visual signs and reality is essential for leveraging consumers’ experiences when they interpret pictorial metaphors in ads. The findings of two experiments suggest that individuals not only incorporate their knowledge of the physical world into their interpretation of ad images, but also that the principles of categorisation of physical objects can be used to structure how persuasion works in visual communication. We therefore propose that identifying the level of visual claim strength within ads contributes to our understanding of visual persuasion.

KW - Visual theory

KW - Theory-building

U2 - 10.1007/978-3-658-10558-7_15

DO - 10.1007/978-3-658-10558-7_15

M3 - Chapter (peer-reviewed)

SN - 9783658105570

VL - VI

T3 - European Advertising Academy

SP - 179

EP - 199

BT - Advances in Advertising Research

A2 - Verlegh, Peeter

A2 - Voorveld, Hilde

A2 - Eisend, Martin

PB - Springer

CY - Wiesbaden

ER -

Research

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