ABSTRACT. McQuarrie and Mick define style to include all those aspects of an ad that can be varied independently of the assertion of a brand-attribute linkage. Söderlund and Lange examine the process by which the exposure to a physically attractive model influences the attitude toward a visually juxtaposed product. Phillips and McQuarriedevelop a visual rhetoric thatdifferentiates the pictorial strategies availableto advertisers and links them to consumer response. (pp. 94–98)

This email address is being protected from spambots. You need JavaScript enabled to view it.
Spiru Haret University

Home | About Us | Events | Our Team | Contributors | Peer Reviewers | Editing Services | Books | Contact | Online Access

© 2009 Addleton Academic Publishers. All Rights Reserved.

Joomla templates by Joomlashine