ABSTRACT
Although visual images are ubiquitous in advertising, little work has been done to systematically investigate how images are processed. In this chapter, we present a model that describes how ad viewers process visual images. Then, we review a series of studies relevant to the issue of how the stylistic properties (e.g., camera angles and the cropping of images in ads) of ads impact ad viewers’ evaluations of ads and products. The purpose of this chapter is to provide a systematic account detailing how the stylistic properties of visual images persuade.
