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Visual Persuasion

The Role of Images in Advertising

Visual Persuasion by Paul Messaris
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The pictures in television commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of the uniquely visual aspects of advertising. Because of the implicit nature of visual argumentation and the relative lack of social accountability which images enjoy in comparison with words, pictures can be used to make advertising claims that would be unacceptable if spelled out verbally. From this starting point, Paul Messaris analyzes a variety of commercial, political and social issue advertisements. He also discusses the role of images in cross-cultural advertising.

SAGE Publications; December 1996
320 pages; ISBN 9781506315881
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Title: Visual Persuasion
Author: Paul Messaris