Persuasive Imagery or Issues in Money and Banking

Persuasive Imagery: A Consumer Response Perspective

Author: Linda M Scott

This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue.

Written in a non-technical language, this volume is divided into four sections:
*Image and Response--illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery.
*Image and Word--presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words.
*Image and the Ad--contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad.
*Image and Object--carries the inquiry of visual response over the bridge toward object interaction.

Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising,marketing, and visual communication.

Table of Contents:

	Acknowledgment
	Introduction
I	Persuasive Imagery: What Do We Really Know?	1
1	Persuasion by Design: The State of Expertise on Visual Influence Tactics	3
2	A Review of the Visual Rhetoric Literature	17
II	Image and Response	57
3	When the Mind Blinks: Attentional Limitations to the Perception of Sequential Visual Images	59
4	Cognitive and Affective Consequences of Visual Fluency: When Seeing Is Easy on the Mind	75
5	A Levels-of-Processing Model of Advertising Repetition Effects	91
6	Changes in Logo Designs: Chasing the Elusive Butterfly Curve	105
7	Visual Persuasion: Mental Imagery Processing and Emotional Experiences	129
III	Image and Word	139
8	Scripted Thought	141
9	Visual and Linguistic Processing of Ads by Bilingual Consumers	153
10	The Role of Imagery Instructions in Facilitating Persuasion in a Consumer Context	175
IV	Image and Ad	189
11	The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising	191
12	Invoking the Rhetorical Power of Character to Create Identifications	223
13	Promises, Promises: Exploring Erotic Rhetoric in Sexually Oriented Advertising	247
14	"Uncle Sam Wants You!": Exploring Verbal-Visual Juxtapositions in Television Advertising	267
15	Understanding Visual Metaphor in Advertising	297
V	Image and Object	311
16	Color as a Tool for Visual Persuasion	313
17	The Marriage of Graphic Design and Research - Experimentally Designed Packages Offer New Vistas and Opportunities	337
18	Building Brands: Architectural Expression in the Electronic Age	349
19	"No One Looks That Good in Real Life!": Projections of the Real Versus Ideal Self in the Online Visual Space	383
20	Persuasive Form: Mobile Telephones in Hungary	397
	Author Index	413
	Subject Index	425

Go to: Applied Survival Analysis or Final Fantasy XII

Issues in Money and Banking

Author: George Macesich

Today's banking systems, from prosperous America to muddled Europe and wobbly Japan, may be in worse shape than is generally assumed. Although large financial institutions face the challenges of the new Euro with confidence, smaller banks are not as well prepared to deal with the world's changing financial scene. While most banks' profits continue to come from lending, many have accepted lesser borrowers, and others have entered businesses, such as asset management, that could become less attractive. Given the pressure on banks to earn more profits and the extra risks they have taken, it behooves us to revisit the key issues in banking. This book casts the ongoing changes in money and banking into perspective.