VISUAL PERSUASION IN ADVERTISING
VISUAL PERSUASION IN ADVERTISING

Summary/Abstract: McQuarrie and Mick define style to include all those aspects of an ad that can be varied independently of the assertion of a brand-attribute linkage. Söderlund and Lange examine the process by which the exposure to a physically attractive model influences the attitude toward a visually juxtaposed product. Phillips and McQuarrie develop a visual rhetoric that differentiates the pictorial strategies available to advertisers and links them to consumer response.

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