Images that work : creating successful messages in marketing and high stakes communication
著者
書誌事項
Images that work : creating successful messages in marketing and high stakes communication
Quorum, 1999
大学図書館所蔵 全11件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references (p. [215]-230) and index
内容説明・目次
内容説明
Oller and Giardetti provide a simple, comprehensive, and fully consistent theory to explain why some messages and images communicate more effectively than others — and then show specialists in advertising, marketing, and high stake communications how to apply the theory in their work. With examples and illustrations that practitioners and academics alike will find understandable, they provide readers with a solid grounding in semiotics, the study of how meanings are constructed and construed in signs. In doing so Oller and Giardetti help high stakes communicators find new ways to reach and persuade others — but speak against deceit and subterfuge. They make clear that messages must be consistent with the facts, and that the most successful communicators share one special trait: integrity. A readable, research-based, up-to-date treatment of an important emerging field of study, and a carefully developed guide for practitioners and academics alike.
Images That Work is about emotions, desires, ideas, and the hard objects, events, and tensional relations in the common world of space and time. It is about creating and presenting words and pictures in ways that communicate genuine substance from real people to other real people. Oller and Giardetti begin with the foundations of integrity, the glory of supreme effort, and the weaknesses of fads, fashions, and untested gut feelings. They draw examples from high stakes messages in advertising, entertainment, and other communications industries. In doing so they make clear that not only are effective messages consistent with material facts, they are also comprehensive in how they convey facts and yet concise and simple enough to fit into the time and space that consumers will devote to the message. And along the way they give readers a solid grounding in the fascinating and relatively new field of semiotics, a field that has already become well established in the academic community and which has begun to spread its influence to the world outside.
目次
Creating Messages That Work
Introducing General Sign Theory
Different Signs for Different Jobs
True Stories: Explaining the Magic
Photographs: Color versus Black and White
Moving Pictures
Presentation: Telling the Story
Winning the Audience
References
Index
「Nielsen BookData」 より