Zusammenfassung
Dem Bild fällt als treibende Kraft im Persuasionsprozess eine besondere Rolle in der Werbung zu. Wie im ersten Teil dieses Beitrages aufgezeigt wird, setzen Werbetreibende gezielt außergewöhnliche Ästhetik im Bild ein, um Aufmerksamkeit zu erregen und sie nutzen visuelle Rhetorik, um Produkte mit Assoziationen und Emotionen aufzuladen. Doch auch Wiedererkennung und Erinnerung von bildlichen Elementen sind im Vergleich zum reinen Text stärker. Dies wird deutlich von der hier erklärten Picture Superiority Theorie gezeigt. Doch die assoziative Logik von Bildern kann auch zu Fehlschlüssen führen. So beleuchtet der letzte Teil des Kapitels, wie Werbung zur Reproduktion von Stereotypen beitragen oder RezipientInnen in die Irre führen kann, was wir am Thema Greenwashing beispielhaft aufzeigen.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Literatur
An, D. (2007). Advertising visuals in global brands’ local websites: A six-country comparison. International Journal of Advertising, 26(3), 303–332.
Bell, P., & Milic, M. (2002). Goffman’s Gender Advertisements revisited: Combining content analysis with semiotic analysis. Visual Communication, 1(2), 203–222.
Bilandzic, H., Schramm, H., & Matthes, J. (2015). Medienrezeptionsforschung. Konstanz/München: UTB.
Bulmer, S., & Buchanan-Oliver, M. (2006a). Visual rhetoric and global advertising imagery. Journal of Marketing Communications, 12(1), 49–61.
Bulmer, S., & Buchanan-Oliver, M. (2006b). Advertising across cultures: Interpretations of visually complex advertising. Journal of Current Issues and Research in Advertising, 28(1), 57–71.
Childers, T. L., & Houston, M. J. (1984). Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11(2), 643–654.
Childers, T., Heckler, S., & Houston, M. (1986). Memory for the visual and verbal components of print advertisements. Psychology and Marketing, 3(3), 137–149.
Curran, T., & Doyle, J. (2011). Picture superiority doubly dissociates the ERP correlates of recollection and familiarity. Journal of Cognitive Neuroscience, 23(5), 1247–1262.
Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191–203.
Evans, N. J., & Park, D. (2015). Rethinking the persuasion knowledge model: Schematic antecedents and associative outcomes of persuasion knowledge activation for covert advertising. Journal of Current Issues and Research in Advertising, 36(2), 157–176.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31.
Gkiouzepas, L., & Hogg, M. K. (2011). Articulating a new framework for visual metaphors in advertising. Journal of Advertising, 40(1), 103–120.
Goffman, E. (1979). Gender advertisements. Cambridge, MA: Harvard University Press.
Grittmann, E. (2007). Das politische Bild: Fotojournalismus und Pressefotografie in Theorie und Empirie. Köln: Herbert von Halem.
Harper, B., & Tiggemann, M. (2008). The effect of thin ideal media images on women’s self-objectification, mood, and body image. Sex Roles, 58(9–10), 649–657.
Hartmann, P., & Apaolaza-Ibáñez, V. (2008). Virtual nature experiences as emotional benefits in green product consumption the moderating role of environmental attitudes. Environment and Behavior, 40(6), 818–842.
Henderson, J., & Baldasty, G. J. (2003). Race, advertising, and prime-time television. Howard Journal of Communications, 14(2), 97–112.
Holicki, S. (1993). Pressefoto und Pressetext im Wirkungsvergleich. Eine experimentelle Untersuchung am Beispiel von Politikerdarstellungen. München: Fischer.
Jeong, S. H. (2008). Visual metaphor in advertising: Is the persuasive effect attributable to visual argumentation or metaphorical rhetoric? Journal of Marketing Communications, 14(1), 59–73.
Kaplan, S. J. (1992). A conceptual analysis of form and content in visual metaphors. Communication, 13(3), 197–209.
Kessler, E. M., Schwender, C., & Bowen, C. E. (2009). The portrayal of older people’s social participation on German prime-time TV advertisements. The Journals of Gerontology. Series B, Psychological Sciences and Social Sciences, 65(1), 97–106.
Kroeber-Riel, W., & Esch, F. R. (2011). Strategie und Technik der Werbung. Verhaltenswissenschaftliche und neurowissenschaftliche Erkenntnisse. Stuttgart: Kohlhammer.
Kroeber-Riel, W., Weinberg, P., & Grüppel-Klein, A. (2009). Konsumentenverhalten. München: Vahlen.
Lagerwerf, L., van Hooijdonk, C. M., & Korenberg, A. (2012). Processing visual rhetoric in advertisements: Interpretations determined by verbal anchoring and visual structure. Journal of Pragmatics, 44(13), 1836–1852.
Lee, M. M., Carpenter, B., & Meyers, L. S. (2007). Representations of older adults in television advertisements. Journal of Aging Studies, 21(1), 23–30.
Leigh, J. H. (1994). The use of figures of speech in print ad headlines. Journal of Advertising, 23(2), 17–33.
Lindner, K. (2004). Images of women in general interest and fashion magazine advertisements from 1955 to 2002. Sex Roles, 51(7), 409–421.
Lobinger, K. (2012). Visuelle Kommunikationsforschung: Medienbilder als Herausforderung für die Kommunikations-und Medienwissenschaft. Wiesbaden: Springer.
Maisto, A. A., & Queen, D. E. (1992). Memory for pictorial information and the picture superiority effect. Educational Gerontology: An International Quarterly, 18(2), 213–223.
Marquart, F., & Matthes, J. (2013). Charakteristika, Inhalte und Wirkungen politischer Plakate aus Sicht der Visuellen Kommunikations- und Framingforschung: Ein Forschungsüberblick. In S. Geise & K. Lobinger (Hrsg.), Visual Framing. Perspektiven und Herausforderungen der Visuellen Kommunikationsforschung (S. 216–233). Köln: Herbert von Halem.
Marquart, F., Matthes, J., & Rapp, E. (2016). Selective exposure in the context of political advertising: A behavioral approach using eye-tracking methodology. International Journal of Communication, 10, 2576–2595.
Matthes, J. (2004). Die Schema-Theorie in der Medienwirkungsforschung: Ein unscharfer Blick in die „Black Box“? Medien & Kommunikationswissenschaft, 52(4), 545–568.
Matthes, J. (2014a). Advertising effects despite scepticism: Eroticism, humour, and celebrities. In B. Flath & E. Klein (Hrsg.), Advertising and design. Interdisciplinary perspectives on a cultural field (S. 79–94). Bielefeld: transcript.
Matthes, J. (2014b). Kognition. In C. Wünsch, H. Schramm, V. Gehrau & H. Bilandzic (Hrsg.), Handbuch Rezeptions- und Wirkungsforschung. Band I: Medienrezeption (S. 13–28). Baden-Baden: Nomos.
Matthes, J., & Naderer, B. (2016). Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge. International Journal of Advertising, 35(2), 185–199.
Matthes, J., Wonneberger, A., & Schmuck, D. (2014). Consumers’ green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 67(9), 1885–1893.
Matthes, J., Prieler, M., & Adam, K. (2016). Gender-role portrayals in television advertising across the globe. Sex Roles, 75(7), 314–327.
McQuarrie, E. F., & Mick, D. G. (1996). Figures of rhetoric in advertising language. Journal of Consumer Research, 22(4), 424–438.
McQuarrie, E. F., & Mick, D. G. (1999). Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses. Journal of Consumer Research, 26(1), 37–54.
McQuarrie, E. F., & Mick, D. G. (2003). Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising. Journal of Consumer Research, 29(4), 579–587.
McQuarrie, E. F., & Phillips, B. J. (2005). Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. Journal of Advertising, 34(2), 7–20.
Miniard, P. W., Bhatla, S., Lord, K. R., Dickson, P. R., & Unnava, H. R. (1991). Picture-based persuasion processes and the moderating role of involvement. Journal of Consumer Research, 18(1), 92–107.
Mulken, M. van, van Hooft, A., & Nederstigt, U. (2014). Finding the tipping point: Visual metaphor and conceptual complexity in advertising. Journal of Advertising, 43(4), 333–343.
Naderer, B., Schmuck, D., & Matthes, J. (2017). Greenwashing: Disinformation through green advertising. In G. Siegert, B. M. von Rimscha & S. Grubenmann (Hrsg.), Commercial communication in the digital age – Information or disinformation? (S. 105–120). Berlin: de Gruyter Mouton.
Paivio, A., & Csapo, K. (1973). Picture superiority in free recall: Imagery or dual coding? Cognitive Psychology, 5(2), 109–248.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In L. Berkowitz (Hrsg.), Advances in experimental social psychology (S. 123–205). New York: Elsevier Academic Press.
Phillips, B. J. (1997). Thinking into it: Consumer interpretation of complex advertising images. Journal of Advertising, 26(2), 77–87.
Phillips, B. J., & McQuarrie, E. F. (2002). The development, change, and transformation of rhetorical style in magazine advertisements 1954–1999. Journal of Advertising, 31(4), 1–13.
Phillips, B. J., & McQuarrie, E. F. (2004). Beyond visual metaphor: A new typology of visual rhetoric in advertising. Marketing Theory, 4(1–2), 113–136.
Reijmersdal, E. A. van, Fransen, M. L., van Noort, G., Opree, S. J., Vandeberg, L., Reusch, S., van Lieshout, F., & Boerman, S. C. (2016). Effects of disclosing sponsored content in blogs: How the use of resistance strategies mediates effects on persuasion. American Behavioral Scientist, 60(12), 1458–1474.
Rosenblum, B. (1978). Style as social process. American Sociological Review, 43(3), 422–438.
Roth, G. (2007). Fühlen, Denken, Handeln. Frankfurt a. M.: Suhrkamp.
Schierl, T. (2001). Text und Bild in der Werbung: Bedingungen und Anwendungen bei Anzeigen und Plakaten. Köln: Herbert von Halem.
Schwartz, D. (1992). To tell the truth: Codes of objectivity in photojournalism. Communication, 13(2), 95–109.
Scott, L. M. (1994). Images in advertising: The need for a theory of visual rhetoric. Journal of Consumer Research, 21(2), 252–273.
Siegert, G., Wirth, W., Matthes, J., Pühringer, K., Rademacher, P., Schemer, C., & von Rimscha, B. (2007). Die Zukunft der Fernsehwerbung. Produktion, Verbreitung und Rezeption von programmintegrierten Werbeformen in der Schweiz. Bern: Haupt.
Signorielli, N. (1989). Television and conceptions about sex roles: Maintaining conventionality and the status quo. Sex Roles, 21(5/6), 341–360.
Sojka, J. Z., & Giese, J. L. (2006). Communicating through pictures and words: Understanding the role of affect and cognition in processing visual and verbal information. Psychology and Marketing, 23(12), 995–1014.
Tom, G., & Eves, A. (1999). The use of rhetorical devices in advertising. Journal of Advertising Research, 39(4), 39–44.
Unnava, H. R., & Burnkrant, R. E. (1991). An imagery-processing view of the role of pictures in print advertisements. Journal of Marketing Research, 28(2), 226–231.
Usunier, J.-C. (2000). Marketing across cultures (3. Aufl.). Harlow/Essex: Pearson Education Limited.
Warlaumont, H. G. (1997). Appropriating reality. Consumers’ perceptions of schema-inconsistent advertising. Journalism and Mass Communication Quarterly, 74(1), 39–54.
Welch Cline, R. J., & Young, H. N. (2004). Marketing drugs, marketing health care relationships: A content analysis of visual cues in direct-to-consumer prescription drug advertising. Health Communication, 16(2), 131–157.
Whitehouse, A. J., Maybery, M. T., & Durkin, K. (2006). The development of the picture-superiority effect. British Journal of Developmental Psychology, 24(4), 767–773.
Wicks, R. H. (1992). Schema theory and measurement in mass communication research: Theoretical and methodological issues in news information processing. Annals of the International Communication Association, 15(1), 115–145.
Wirth, W., & Kühne, R. (2013). Grundlagen der Persuasionsforschung. Konzepte, Theorien und zentrale Einflussfaktoren. In W. Schweiger & A. Fahr (Hrsg.), Handbuch Medienwirkungsforschung (S. 313–332). Wiesbaden: Springer.
Wojdynski, B. W., & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157–168.
Yoon, H. J. (2013). Understanding schema incongruity as a process in advertising: Review and future recommendations. Journal of Marketing Communications, 19(5), 360–376.
Zhang, Y. B., Harwood, J., Williams, A., Ylänne-McEwen, V., Wadleigh, P. M., & Thimm, C. (2006). The portrayal of older adults in advertising: A cross-national review. Journal of Language and Social Psychology, 25(3), 264–282.
Zurstiege, G. (2008). Fit und flott – und ein wenig sexy in schwarz-weiß: Die strukturelle Ambivalenz werblicher Medienangebote. In C. Holtz-Bacha (Hrsg.), Stereotype? Frauen und Männer in der Werbung (S. 119–135). Wiesbaden: Springer.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature
About this chapter
Cite this chapter
Mayrhofer, M., Binder, A., Matthes, J. (2019). Werbebilder in der Kommunikationsforschung. In: Lobinger, K. (eds) Handbuch Visuelle Kommunikationsforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-06508-9_10
Download citation
DOI: https://doi.org/10.1007/978-3-658-06508-9_10
Published:
Publisher Name: Springer VS, Wiesbaden
Print ISBN: 978-3-658-06507-2
Online ISBN: 978-3-658-06508-9
eBook Packages: Social Science and Law (German Language)