Visual Communication: Understanding Images in Media and Culture provides a theoretical and empirical toolkit to examine implications of mediated images. It explores a range of approaches to visual analysis, while also providing a hands-on guide to applying methods to students’ own work. The book: • Illustrates a range of perspectives, from content analysis and semiotics, to multimodal and critical discourse analysis • Explores the centrality of images to issues of identity and representation, politics and activism, and commodities and consumption • Brings theory to life with a host of original case studies, from celebrity videos on Youtube and civil unrest on Twitter, to the lifestyle branding of Vice Media and Getty Images • Shows students how to combine approaches and methods to best suit their own research questions and projects An invaluable guide to analysing contemporary media images, this is essential reading for students and researchers of visual communication and visual culture.

Brands as visual experiences

Brands as visual experiences

Branding is key to how products and services are communicated through the media. Brands are also central to how we experience our relationship to particular goods, institutions and companies in everyday life. For this reason, in this chapter we consider brands not simply as names or identities for consumer goods, but rather as meaningful relationships between commodity providers and consumers or users. We examine the visual dimensions of branding, particularly logo design, to gain insight into how imagery and other visual cues are used to sell commodities, and how media culture contributes to the development of particular forms of attachment between people and brands. In sum, this chapter will:

  • review definitions of branding and approaches to promotional ...
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