Pracejus, John W.; Olsen, G. Douglas; O'Guinn, Thomas C. - In: Journal of Consumer Research 33 (2006) 1, pp. 82-90
We seek to advance visual theory in the domain of commercial rhetoric (advertising) by demonstrating how objects and symbols derive meaning from their histories. We do this by examining a single visual trope common in advertising, white space. The choice of white space was purposeful in that it...