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Visual Branding

A Rhetorical and Historical Analysis Edward F. McQuarrie, Professor Emeritus, Santa Clara University, US and Barbara J. Phillips, Rawlco Scholar in Advertising and Professor of Marketing, University of Saskatchewan, Canada
Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.
Extent: 288 pp
Hardback Price: $135.00 Web: $121.50
Publication Date: 2016
ISBN: 978 1 78536 541 6
Availability: In Stock
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Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.

Authors Edward McQuarrie and Barbara Phillips place visual branding within its historical context, covering the 120-year period since brand advertising first took modern form in the United States. Using copious real-life examples to illustrate how branding has evolved with the introduction of new technologies and opportunities, the book also critiques purely psychological perspectives on branding and explains how historical and rhetorical analyses can contribute new insights.

This exploration of rhetoric as an alternative to economic and psychological perspectives in marketing, advertising, and consumer scholarship will be essential reading for students and scholars in graduate programs in marketing, advertising, and consumer psychology.
‘This is the best book ever written on what is, or should be, the best path to understanding how, when and where advertising works or does not. What “social” psychologists see as information to be processed . . . sigh . . . McQuarrie and Phillips see as situated and contextualized visual rhetoric – visual arguments that advertisers and consumers, and pretty much everyone else, save the aforementioned psychologists, understand. This is a book that anyone who really wants to understand advertising should buy, read and keep handy.’
– Thomas C. O’Guinn, University of Wisconsin-Madison, US
Contents: Introduction Part I: Historical Perspectives on Brand Advertising 1. Overview: Visual Branding in Historical Perspective 2. An Illustrated History of Visual Branding in Magazine Advertising Part II: Brand Marks 3. A Typology of Brand Marks 4. How and Why Brand Marks Vary Across Product Categories 5. Rhetorical Evolution of Brand Marks Part III: Visual Elements 6. Typeface in Visual Branding 7. Spokes-characters 8. Color 9. Using Pictures to Brand Epilogue: Conceptual Puzzles Index