The Symbolic Meaning of Body Parts in Images: the Case of Hands in Advertisement

This study presents a better understanding of the relevance and the meaning of human body parts, hands in this particular case, in contemporary advertising. To achieve this goal I will explain the importance of the visual aspect in advertising to then provide an in-depth analysis of two images, the Donna Karan perfume ad and the Nokia phone display picture, to then compare them to other images. In the discussion part I try to uncover the meaning of hands to finally indicate a suggestive application of hands in print ads. My investigations reveal that hands can transfer several meanings, whereas six meanings were predominant: communication, connection, protection, intimacy, identification and status. By showing body parts of people (apart from faces), consumers maybe identify themselves more easily with an advertisement and are more likely influenced by the image.



Citation:

Mali Pohlmann (2005) ,"The Symbolic Meaning of Body Parts in Images: the Case of Hands in Advertisement", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 352-359.

Authors

Mali Pohlmann, Doctoral Student of Marketing



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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