Access the full text.
Sign up today, get DeepDyve free for 14 days.
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.
Qualitative Market Research: An International Journal – Emerald Publishing
Published: Sep 1, 2002
Keywords: Advertising; Marketing communications; Qualitative techniques; Evidence; Psychology
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.