Visual images constitute much corporate communication about products, economic performance, and social responsibility, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image, corporate image, advertising images, and images of...

This chapter presents qualitative methods for researching images, including advertising images, websites, film, and photographs. I draw on a theory of visual consumption to show how cultural codes and representational conventions inform contemporary marketing images, infusing them with visual,...

This paper investigates consumer responses to gay families portrayed in advertising, drawing on critical visual analysis, reader response analysis and queer theory. The results from twenty-five interviews showed that the ability to discover a family theme in ads is related to how consumers...

A general theme in this paper is how IT is represented in the electronic economy through visual images in marketing communications. The human body and how it functions to represent technology is a central concern, and we draw on recent work in marketing, photography, and management studies to...

Through explication of a visual research method, this paper theorizes how masculine identity interacts with consumption - of imagery, products, desires, and passions in advertising and consumer culture. We analyze the male body as a discursive 'effect' created at the intersection of consumption...

This paper presents a visual perspective on consumption. Following the interpretive turn in management and marketing scholarship, my research on the production and consumption of images draws from art history, photography, and visual studies to develop an interdisciplinary, visual approach to...

This conceptual paper reviews a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives and critical perspectives. This typology helps organise and synthesise the growing interdisciplinary literature on brands and...

Cultural codes, ideological discourse, and rhetorical processes have been acknowledged as influences on consumer's relationships with advertising, brands and mass media. If brands exist as cultural, ideological, and rhetorical objects, then researchers require tools developed to understand...

To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. We develop a conceptual overview of power consisting of three dominant...