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The pictures in television commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of the uniquely visual aspects of advertising. Because of the implicit nature of visual argumentation and the relative lack of social accountability which images enjoy in comparison with words, pictures can be used to make advertising claims that would be unacceptable if spelled out verbally. Taking this as a starting point, Paul Messaris analyzes a variety of commercial, political and social issue advertisements. He also discusses the role of images in cross-cultural advertising.

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Book Details

ISBN: 9780803972469
ISBN-10: 0803972466
Format: Paperback
(228mm x 152mm x 19mm)
Pages: 320
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 27-Jan-1997
Country of Publication: United States

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Author Biography - Paul Messaris

Paul Messaris is Lev Kuleshov Professor of Communication at the Annenberg School for Communication, University of Pennsylvania. He teaches and does research in the area of visual communication and digital media. Recent publications include: The Visual Rhetoric of Social-Cause Photography (Visual Communication Quarterly, 2012), Visual Literacy in the Digital Age (Review of Communication, 2012), and How to Make Money from Subliminal Advertising and Motivation Research (International Journal of Communication, 2013). He was the recipient of the National Communication Association's 1996 Diamond Anniversary Book Award for "Visual Literacy: Image, Mind, and Reality" (Westview Press). His film "The Harmful Effects of Violent Movies," a satirical portrait of academic research, was nominated as Best Feature Film at the International Film Festival of England in 2008.