Wizualna konsumpcja a komunikacja wizualna. Perswazyjność obrazu w ramach współczesnej komunikacji marketingowej
Visual consumption and visual communication. Image persuasiveness within the integrated marketing communication

Summary/Abstract: In the days of the visual culture primacy the marketing communication directed to the consumer increasingly uses the visual channel to reach out to the public’s mind. The consumer behavior is changing in the shopping area (including online), where potential buyers associate not only with the persuasive messages presented through numerous visual channels (especially visual merchandising), but also it happens that the consumer changes the status from the recipient to the sender that generates visual marketing message eg. by posting shopping photos with friends on a social internet profile. Based on the review of the scientific literature this study is an attempt to systematize the development of visual tools used in the integrated marketing communication that enhance the marketing impact on the recipient and encourage him or her for the consumption. The study also describes the window shopping phenomenon as the contemporary example of visual consumption.

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