Revisiting Symbolic Visual Communication

Lampros Gkiouzepas, A.T.E.I. of Thesssaloniki, Greece
Margaret Hogg, University of Lancaster, United Kingdom
This paper questions the dichotomy between resemblance and symbolic theories of visual communication. It suggests that properties in the real world are brought into the decoding of icons in advertising in a highly controllable fashion. The icon/symbol dichotomy is revisited in terms of experiential comparability and conceptual distance.
[ to cite ]:
Lampros Gkiouzepas and Margaret Hogg (2014) ,"Revisiting Symbolic Visual Communication", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 492-492.