Table of Contents

Contents: L.M. Scott, R. Batra, Introduction. Part I:Persuasive Imagery: What Do We Really Know?K. Malkewitz, P. Wright, M. Friestad, Persuasion by Design: The State of Expertise on Visual Influence Tactics. K. Kenney, L.M. Scott, A Review of the Visual Rhetoric Literature. Part II:Image and Response.J.E. Raymond, When the Mind Blinks: Attentional Limitations to the Perception of Sequential Visual Images. P. Winkielman, N. Schwarz, R. Reber, T.A. Fazendeiro, Cognitive and Affective Consequences of Visual Fluency: When Seeing Is Easy on the Mind. C.L. Nordhielm, A Levels-of-Processing Model of Advertising Repetition Effects. R.W. Pimentel, S.E. Heckler, Changes in Logo Designs: Chasing the Elusive Butterfly Curve. C. Goossens, Visual Persuasion: Mental Imagery Processing and Emotional Experiences. Part III:Image and Word.N.T. Tavassoli, Scripted Thought. D. Luna, L.A. Peracchio, Visual and Linguistic Processing of Ads by Bilingual Consumers. G. Mani, D.J. MacInnis, The Role of Imagery Instructions in Facilitating Persuasion in a Consumer Context. Part IV:Image and Ad.E.F. McQuarrie, D.G. Mick, The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising. M.S. Mulvey, C. Medina, Invoking the Rhetorical Power of Character to Create Identifications. J. Lambiase, T. Reichert, Promises, Promises: Exploring Erotic Rhetoric in Sexually Oriented Advertising. A.A. Wiggin, C.M. Miller, "Uncle Sam Wants You!": Exploring Verbal-Visual Juxtapositions in Television Advertising. B.J. Phillips, Understanding Visual Metaphor in Advertising. Part V:Image and Object.L.L. Garber, Jr., E.M. Hyatt, Color as a Tool for Visual Persuasion. R. Bernstein, H. Moskowitz, The Marriage of Graphic Design and Research--Experimentally Designed Packages Offer New Vistas and Opportunities. J.E. Schroeder, Building Brands: Architectural Expression in the Electronic Age. N.T. Wood, M.R. Solomon, B.G. Englis, "No One Looks That Good in Real Life!": Projections of the Real Versus Ideal Self in the Online Visual Space. D. Horváth, Persuasive Form: Mobile Telephones in Hungary.

About the Author

Linda M. Scott, Rajeev Batra