We develop a four-factor conceptual framework to explain how information presented in comics differs from other media and therefore is processed differently. The unique ability of sequential art to manipulate time, prompt the reader for closure, utilize abstractions, and combine words and pictures to deliver a multimodal message mages comics an especially effected medium for marketing communications. The influence of these four factors is illustrated through the use of the comic medium in lieu of traditional text throughout this chapter. As a result, processing complex information is facilitated.
Yorkston, E. and Drèze, X. (2020), "A Framework for Understanding Communication through Comics (Illustrated)", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, pp. 11-26. https://doi.org/10.1108/S1548-643520200000017003Download as .RIS
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