Visual rhetoric and global advertising imagery

Bulmer, S; Buchanan-Oliver, Margo

dc.contributor.author	Bulmer, S	en
dc.contributor.author	Buchanan-Oliver, Margo	en
dc.date.accessioned	2012-03-21T19:40:37Z	en
dc.date.issued	2006	en
dc.identifier.citation	Journal of Marketing Communications 12(1):49-61 2006	en
dc.identifier.issn	1352-7266	en
dc.identifier.uri	http://hdl.handle.net/2292/14931	en
dc.description.abstract	Highly visual global advertising is deployed by many advertisers and yet there are few studies in the literature that help explain variations in visual advertising interpretations and little theory for adequately accounting for the interpretation of visuals or the role of visual rhetoric in a global context. The purpose of this review paper is to extend current thinking about global advertising imagery and to propose how a visual rhetoric approach might enrich our understanding of advertising imagery interpretation in the global context. The paper reviews the literature regarding the interpretation of visuals as related to global advertisements and identifies gaps in knowledge, theoretical conflicts and paradoxes in the literature. It concludes by identifying research priorities and provides a research agenda that suggests how a visual rhetoric approach might provide a theoretically useful contribution in this important area.	en
dc.publisher	Taylor & Francis	en
dc.relation.ispartofseries	Journal of Marketing Communications	en
dc.rights	Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. Details obtained from http://www.sherpa.ac.uk/romeo/issn/1352-7266/	en
dc.rights.uri	https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm	en
dc.title	Visual rhetoric and global advertising imagery	en
dc.type	Journal Article	en
dc.identifier.doi	10.1080/13527260500289142	en
pubs.issue	1	en
pubs.begin-page	49	en
pubs.volume	12	en
dc.rights.holder	Copyright: Taylor & Francis	en
pubs.end-page	61	en
dc.rights.accessrights	http://purl.org/eprint/accessRights/RestrictedAccess	en
pubs.subtype	Article	en
pubs.elements-id	139247	en
pubs.record-created-at-source-date	2012-03-22	en