ABSTRACT
Although advertising is largely a visual medium, consumer research, for the most part, has not adopted a visual perspective (for exceptions see McQuarrie and Mick 1999; Meamber 1998; Scott 1994a; Stern and Schroeder 1994; Schroeder and Borgerson 1998). Recently, however, advertising imagery has been analyzed by several art historians to investigate its use of photography (Johnston 1997), the connections between advertising and art (Bogart 1995), and the artist’s role in producing advertising (Lears 1994). Greater awareness of the associations between the traditions and conventions of art history and the production and consumption of images leads to enhanced ability to understand how advertising works as a visual representational system.
