Visual Branding

A Rhetorical and Historical Analysis

AvEdward F. McQuarrie,Barbara J. Phillips

Inbunden, Engelska, 2016

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Beskrivning

Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.Authors Edward McQuarrie and Barbara Phillips place visual branding within its historical context, covering the 120-year period since brand advertising first took modern form in the United States. Using copious real-life examples to illustrate how branding has evolved with the introduction of new technologies and opportunities, the book also critiques purely psychological perspectives on branding and explains how historical and rhetorical analyses can contribute new insights.This exploration of rhetoric as an alternative to economic and psychological perspectives in marketing, advertising, and consumer scholarship will be essential reading for students and scholars in graduate programs in marketing, advertising, and consumer psychology.

Produktinformation

Utgivningsdatum:2016-12-30
Mått:156 x 234 x undefined mm
Format:Inbunden
Språk:Engelska
Förlag:Edward Elgar Publishing Ltd
ISBN:9781785365416

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Mer om författaren

Edward F. McQuarrie, Professor Emeritus, Santa Clara University, US and Barbara J. Phillips, formerly Rawlco Scholar in Advertising and Professor of Marketing, University of Saskatchewan, Canada

Recensioner i media

'This is the best book ever written on what is, or should be, the best path to understanding how, when and where advertising works or does not. What ''social'' psychologist see as information to be processed . . . sigh . . . McQuarrie and Phillips see as situated and contextualized visual rhetoric, visual arguments that advertisers and consumers, and pretty much everyone else, save the aforementioned psychologists, understand. This is a book that anyone who really wants to understand advertising should buy, read and keep handy.'

Innehållsförteckning

Contents: Introduction Part I: Historical Perspectives on Brand Advertising 1. Overview: Visual Branding in Historical Perspective 2. An Illustrated History of Visual Branding in Magazine Advertising Part II: Brand Marks 3. A Typology of Brand Marks 4. How and Why Brand Marks Vary Across Product Categories 5. Rhetorical Evolution of Brand Marks Part III: Visual Elements 6. Typeface in Visual Branding 7. Spokes-characters 8. Color 9. Using Pictures to Brand Epilogue: Conceptual Puzzles Index