Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Writing with pictures: toward a unifying theory of consumer response to images

31.08.2007
A new paper by researchers from Oxford University and the University of Illinois, Urbana-Champaign argues that images in contemporary consumer culture are an emergent form of writing.

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!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht Antarctic Ice Sheet mass loss has increased
14.06.2018 | Technische Universität Dresden

nachricht WAKE-UP provides new treatment option for stroke patients | International study led by UKE
17.05.2018 | Universitätsklinikum Hamburg-Eppendorf

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: AchemAsia 2019 will take place in Shanghai

Moving into its fourth decade, AchemAsia is setting out for new horizons: The International Expo and Innovation Forum for Sustainable Chemical Production will take place from 21-23 May 2019 in Shanghai, China. With an updated event profile, the eleventh edition focusses on topics that are especially relevant for the Chinese process industry, putting a strong emphasis on sustainability and innovation.

Founded in 1989 as a spin-off of ACHEMA to cater to the needs of China’s then developing industry, AchemAsia has since grown into a platform where the latest...

Im Focus: First real-time test of Li-Fi utilization for the industrial Internet of Things

The BMBF-funded OWICELLS project was successfully completed with a final presentation at the BMW plant in Munich. The presentation demonstrated a Li-Fi communication with a mobile robot, while the robot carried out usual production processes (welding, moving and testing parts) in a 5x5m² production cell. The robust, optical wireless transmission is based on spatial diversity; in other words, data is sent and received simultaneously by several LEDs and several photodiodes. The system can transmit data at more than 100 Mbit/s and five milliseconds latency.

Modern production technologies in the automobile industry must become more flexible in order to fulfil individual customer requirements.

Im Focus: Sharp images with flexible fibers

An international team of scientists has discovered a new way to transfer image information through multimodal fibers with almost no distortion - even if the fiber is bent. The results of the study, to which scientist from the Leibniz-Institute of Photonic Technology Jena (Leibniz IPHT) contributed, were published on 6thJune in the highly-cited journal Physical Review Letters.

Endoscopes allow doctors to see into a patient’s body like through a keyhole. Typically, the images are transmitted via a bundle of several hundreds of optical...

Im Focus: Photoexcited graphene puzzle solved

A boost for graphene-based light detectors

Light detection and control lies at the heart of many modern device applications, such as smartphone cameras. Using graphene as a light-sensitive material for...

Im Focus: Water is not the same as water

Water molecules exist in two different forms with almost identical physical properties. For the first time, researchers have succeeded in separating the two forms to show that they can exhibit different chemical reactivities. These results were reported by researchers from the University of Basel and their colleagues in Hamburg in the scientific journal Nature Communications.

From a chemical perspective, water is a molecule in which a single oxygen atom is linked to two hydrogen atoms. It is less well known that water exists in two...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Munich conference on asteroid detection, tracking and defense

13.06.2018 | Event News

2nd International Baltic Earth Conference in Denmark: “The Baltic Sea region in Transition”

08.06.2018 | Event News

ISEKI_Food 2018: Conference with Holistic View of Food Production

05.06.2018 | Event News

 
Latest News

Novel method for investigating pore geometry in rocks

18.06.2018 | Earth Sciences

Diamond watch components

18.06.2018 | Process Engineering

New type of photosynthesis discovered

18.06.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>