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 Study relating to materials testing Detecting damages in non-magnetic steel through magnetism
23.07.2018 | Technische Universität Kaiserslautern

nachricht Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel

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: It’s All in the Mix: Jülich Researchers are Developing Fast-Charging Solid-State Batteries

There are currently great hopes for solid-state batteries. They contain no liquid parts that could leak or catch fire. For this reason, they do not require cooling and are considered to be much safer, more reliable, and longer lasting than traditional lithium-ion batteries. Jülich scientists have now introduced a new concept that allows currents up to ten times greater during charging and discharging than previously described in the literature. The improvement was achieved by a “clever” choice of materials with a focus on consistently good compatibility. All components were made from phosphate compounds, which are well matched both chemically and mechanically.

The low current is considered one of the biggest hurdles in the development of solid-state batteries. It is the reason why the batteries take a relatively long...

Im Focus: Color effects from transparent 3D-printed nanostructures

New design tool automatically creates nanostructure 3D-print templates for user-given colors
Scientists present work at prestigious SIGGRAPH conference

Most of the objects we see are colored by pigments, but using pigments has disadvantages: such colors can fade, industrial pigments are often toxic, and...

Im Focus: Unraveling the nature of 'whistlers' from space in the lab

A new study sheds light on how ultralow frequency radio waves and plasmas interact

Scientists at the University of California, Los Angeles present new research on a curious cosmic phenomenon known as "whistlers" -- very low frequency packets...

Im Focus: New interactive machine learning tool makes car designs more aerodynamic

Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.

When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...

Im Focus: Robots as 'pump attendants': TU Graz develops robot-controlled rapid charging system for e-vehicles

Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.

Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

LaserForum 2018 deals with 3D production of components

17.08.2018 | Event News

Within reach of the Universe

08.08.2018 | Event News

A journey through the history of microscopy – new exhibition opens at the MDC

27.07.2018 | Event News

 
Latest News

Quantum bugs, meet your new swatter

20.08.2018 | Information Technology

A novel synthetic antibody enables conditional “protein knockdown” in vertebrates

20.08.2018 | Life Sciences

Metamolds: Molding a mold

20.08.2018 | Information Technology

VideoLinks
Science & Research
Overview of more VideoLinks >>>