Reason and Realism: Image As Argument

We will examine the new visual environment for brand information and product representation. We will begin by briefly recapping the results of our study (forthcoming JCR 2007) showing that pictures are now capable of representing as specific a list of brand attributes as are words—and that consumers accurately infer the features thus listed. We will then present studies that expand this notion by exploring the range in the representation of objects in an age of heavy visual stylization and viewer experience with tools such as Photoshop.


Linda Scott and Patrick Vargas (2007) ,"Reason and Realism: Image As Argument", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 230-232.


Linda Scott, University of Oxford, United Kingdom
Patrick Vargas, University of Illinois, United States


NA - Advances in Consumer Research Volume 34 | 2007

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