Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 22: Imagery and Symbolism
Imagery and Symbolism
The concept of imagery is an important one in marketing. The term is widely used, both casually and technically, and often in misleading ways. The purpose of this section is to explain what imagery is and how it is conveyed and received. After indicating its meaning, the discussion will take up the role of this concept in marketing planning and communications. How symbolism functions in relation to imagery is then explored, followed by analysis of imagery and symbolism from the viewpoints of participants in the marketing system.
The Meaning of Imagery
The concept of brand image was introduced in 1955 (Gardner & Levy, 1955) and was widely seized upon (Ogilvy, 1955) because it aptly summed up the idea that consumers buy ...