Show Less
Visual Branding
A Rhetorical and Historical Analysis
Edward F. McQuarrie and Barbara J. Phillips
Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.
Show Summary Details
Extract
In Chapter 9, we distinguish between pictorial content and pictorial style. While both are important to visual branding, we explain why a rhetorical perspective cannot do much with pictorial content. We then distinguish nine kinds of pictorial style, based primarily on the purpose served by the picture and the relative predominance, in an ad, of pictures relative to words. We also discuss why conventional psychological perspectives on brand advertising tend to under-play the importance of pictures in branding, and likewise understate the range of persuasive and branding functions that can be performed by pictures.You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.