TY  - JOUR
AB  - Visual imagery has potentially powerful effects on human psychology and physiology, affecting ideas, perceptions, beliefs, feelings, behaviour and health. It plays a central role in most advertising, especially posters, print and TV, but also radio through the ability of language and description to conjure up images internally. In order to investigate the effects of imagery and devise appropriate tools to analyse its influence on the consumer, we need an understanding of the mechanisms involved. Techniques that are grounded in knowledge and theory have greater validity and credibility as to their effectiveness, and can give clients more confidence when buying qualitative research.
VL  - 5
IS  - 3
SN  - 1352-2752
DO  - 10.1108/13522750210432977
UR  - https://doi.org/10.1108/13522750210432977
AU  - Branthwaite Alan
PY  - 2002
Y1  - 2002/01/01
TI  - Investigating the power of imagery in marketing communication: evidence‐based techniques
T2  - Qualitative Market Research: An International Journal
PB  - MCB UP Ltd
SP  - 164
EP  - 171
Y2  - 2024/04/24
ER  -