Detailed image analysis: poetic methodology for advertising research

Prof Barbara B Stern

Detailed image analysis, a literary methodology used to analyse verbal images in poetry, is applied to advertising.

Detailed image analysis

Poetic methodology for advertising research

Barbara B. Stern

 

Detailed image analysis, a literary methodology used to analyse verbal images in poetry, is applied to advertising. This article defines the terminology and explains the methodological procedure. The relevance of this technique to advertising in terms of product, persona, company, and consumer is discussed. Three examples of comparable advertisements for luxury fountain pens are analysed to show the method in use. Finally, further research directions are suggested. These include brand and product life-cycle history, brand positioning, and the relationship of imagery to memory and comprehension.

Diverse research approaches...

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