Pictures, More Pictures, Nothing But Pictures: Image As Genre

Barbara Phillips, University of Saskatchewan, Canada
Edward McQuarrie, Santa Clara University, United States
This presentation will examine the increasing emphasis on using pictures in place of words in print advertisements. We define the meaning and operation of genre rules within the print advertising space, focusing on contemporary ads that are dominated by their visual element, with special attention to fashion advertising as a type case. We then situate the effort within a broader body of work that attempts to differentiate the visual element within advertising (e.g., the visual rhetorical figure, as discussed by Phillips and McQuarrie [2004]). In general, we attempt to address the need for better theory and more differentiated accounts of how consumers process pictures in advertising by focusing on extreme cases where the picture is the entire advertisement.
[ to cite ]:
Barbara Phillips and Edward McQuarrie (2007) ,"Pictures, More Pictures, Nothing But Pictures: Image As Genre", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 231-232.