Abstract
Technology has made it much easier to produce, use, and share visual content, so that communication has become increasingly visual-centric (McQuarrie and Phillips 2008). Visuals in commercial communication are also becoming more imaginative and complex than in the past (Phillips and McQuarrie 2002; Scott 1994). Visuals seem to assume an increasingly visually sophisticated individual who reads images like any other type of text. Images are being actively interpreted and do not merely copy some external reality (McQuarrie and Mick 1999; Scott 1994).
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Gkiouzepas, L., Hogg, M. (2016). Towards A Revised Theory of Visual Signification. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_15
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