Investigating the power of imagery in marketing communication: evidence‐based techniques

Abstract

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.

Front of package symbols as a tool to promote healthier food choices in Slovenia: Accompanying explanatory claim can considerably influence the consumer's preferences

“…Imagery is a powerful tool that can influence attitudes and, further, the mechanisms for processing images differ from those that are verbally presented (Branthwaite, 2002;Edell & Staelin, 1983).…”

Evaluating Public Policy Formation and Support Mechanisms for Technological Innovation

“…Thus the use of these instruments can be justified. Importantly the projective techniques had the ability to get beyond the rational replies respondents made in an interview situation (Hoskin, 2002;Branthwaite, 2002).…”

The anatomy of adolescents’ emotional engagement in schoolwork

“…Moreover, the reflective technique used is predicated on the assumption that students will cast their unfiltered perceptions, feelings, and desires onto neutral images (Branthwaite, 2002), and it is a suitable strategy to facilitate the expression of internal content, which is often subconscious and escapes rational thought, thus making it difficult to articulate. The method, however, does not necessarily produce descriptions of factual events, but rather projections of the students' perceptions and feelings.…”

“…Participation in the study was voluntary; students received no extra credits for participating. The reflective technique used is based on the assumption that students will project their unfiltered perceptions, school-related affections, and desires onto neutral images (Branthwaite, 2002), and that the pictures and questions help the students to project their school experiences and perceptions of the school environment. Therefore, the students interpreted pictures in accordance with their own past experiences and current motivations (Porr et al, 2011).…”