Using Visual Theories to Analyze Advertising

Price, Cindy

doi:10.1080/15551393.2011.548725

Cited by 5 publications

(3 citation statements)

References 7 publications

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“…Yet, the art direction of his photograph, the technical setting of the newsroom, his somewhat serious facial expression, and his exclamatory hand gesture differed markedly from the projected warmth of the other models' expressions, their portrayals as members of a family or as earnest guides, and their soft focus background settings. These findings concur with previous research suggesting that visual images are an important part of presenting clear, persuasive messages, and they often provide the emotional connection between the message and the audience (Price 2011).…”

Section: Summary Of Findingssupporting

confidence: 93%

“…Some of these advertisements have had such emotional resonance that the visual images associated with them have become cultural icons credited with affecting public attitudes and changing social behavior (O'Barr 2012). They illustrate the fact that visual images are an important part of presenting clear, persuasive messages, and they often provide the emotional connection between the message and the audience (Price 2011).…”

Section: Visual Persuasion In Public Service Advertisingmentioning

confidence: 99%

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Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

Friedman

Kornegay

Tanner

et al. 2016

Public Library Quarterly

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Despite implementation of most of the provisions of the Affordable Care Act (ACA) by 2014, the public still has questions about the health care law. To assess the potential of using the library as a hub for ACA education, we tested existing and new culturally relevant messages about the health care law with twenty-seven community members. Participants discussed the message prototypes, including the visual components and promotional content, and provided advice to modify content and design to best reach target audiences. Future research can follow this example to engage libraries and community members in developing and evaluating culturally relevant health messages. ARTICLE HISTORY

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Section: Summary Of Findingssupporting

confidence: 93%

Section: Visual Persuasion In Public Service Advertisingmentioning

confidence: 99%

Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

Friedman

Kornegay

Tanner

et al. 2016

Public Library Quarterly

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show abstract

“…And, it is entirely possible that one side of an argument may lend itself more readily to imagery than the other. Price’s (2011) analysis of South Dakota’s abortion debate provides a vivid example of this point.…”

Section: Discussionmentioning

confidence: 99%

The Persuasive Effects of Two Stylistic Elements

Seo

Dillard

2016

Communication Research

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This study explored the effects of stylistic elements, framing and imagery, on emotion, cognition, and persuasion. Frame and image were matched on valence (gain frame + positive image; loss frame + negative image) and mismatched (gain + negative image; loss + positive image) to examine whether the (mis)match amplified or attenuated message effects. Using the topic of traveling to an exotic island, an experiment ( N = 455) found general support for matching in the gain-framed conditions but not in the loss-framed conditions. To the extent that valence can be useful as a basis for assessing match, it must take into account the message domain and the nature of the outcome variables. One general principle and two corollaries are proposed to serve as patches for the valence rule.

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Visual Images in the Media

Huxford

2015

International Encyclopedia of the Social &Amp; Behavioral Sciences

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Using Visual Theories to Analyze Advertising

Cited by 5 publications

References 7 publications

Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

The Persuasive Effects of Two Stylistic Elements

Visual Images in the Media

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