How do images communicate? How do images circulate in consumer culture? What does the production and consumption of images mean for marketing and society? What can a visual approach bring to consumer research?
A key characteristic of the 21st century economy is 'the image'. Brand development is based on image, products advertised via images, and corporate image is critical for economic success. This book draws from art history, photography and visual studies to develop an interdisciplinary, image-based approach to understanding consumer behaviour.
The book focuses on four themes: representation, photography, images and identity. It presents a theoretical perspective on visual consumption, providing wide-ranging examples from advertising, the internet, photography, design, theatre and tourism. The author also discusses the importance of the internet in bringing visual issues into the mainstream of strategic thinking, and spurring research into perception and preference of visual displays.
This book provides an unparalleled guide to the visual consumption processes necessary for understanding and succeeding in today's market.