Appearing in the October issue of the Journal of Consumer Research, their premise is that mass communications technology has created a “cultural classroom” in which the world’s first democratic pictography has developed. They support this argument with a series of experiments that demonstrate contemporary consumers’ ability to read pictures – even abstract images – as statements of product features.
“The idea that pictures in commercial communication operate as writing is consistent with the world record, no matter how counterintuitive the notion may first seem,” write Linda M. Scott (Oxford University) and Patrick Vargas (University of Illinois, Urbana-Champaign). “Speaking candidly, we would like to see the treatment of pictures as sensory data atrophy in the literature—the treatment of images as meaningful cultural material has, in our opinion, already shown enough robustness in the rhetorical stream and other studies mentioned above that the older viewpoint is no longer tenable.”
In the experiments, different renditions of the same three image types (a cat, a sunset, and an abstract painting) were consistently read by consumers as texts that communicated a complex set of attributes for a facial tissue. Just by varying the style and context of the objects pictured, the authors were able to selectively communicate particular properties that went beyond resemblance to an object or the sensory effects of formal features.
“We are questioning the tacit assumption made by Mitchell and Olson – and many others that followed – that images affect consumers via emotion or sensation rather than through a coded, conventional system,” the authors write.
Even in the case of the study with abstract paintings, in which participants were asked to read information from lines, shapes, and colors—but no discernible objects—clear messages were conveyed. The authors suggest that these findings have significant implications for studies of cognition, culture, and branding, particularly in a global environment where indigenous writing systems vary widely and the “postindustrial pictography” of the worldwide economy is spreading rapidly.
Suzanne Wu | EurekAlert!
Multi-year study finds 'hotspots' of ammonia over world's major agricultural areas
17.03.2017 | University of Maryland
Diabetes Drug May Improve Bone Fat-induced Defects of Fracture Healing
17.03.2017 | Deutsches Institut für Ernährungsforschung Potsdam-Rehbrücke
Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.
The results will be published on March 22 in the journal „Astronomy & Astrophysics“.
Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...
Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.
Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...
In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...
20.03.2017 | Event News
14.03.2017 | Event News
07.03.2017 | Event News
23.03.2017 | Life Sciences
23.03.2017 | Power and Electrical Engineering
23.03.2017 | Earth Sciences