Visual branding : a rhetorical and historical analysis / Edward F. McQuarrie, Professor Emeritus, Santa Clara University, USA, 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...

Full description

Bibliographic Details
Main Authors: McQuarrie, Edward F. (Author)
Phillips, Barbara J., 1966- (Author)
Language:English
Published: Cheltenham, UK ; Northampton, MA : Edward Elgar Publishing, 2016.
Subjects:
Commercial art.
Branding (Marketing)
Visuelle Wahrnehmung.
Markenpolitik.
Physical Description:xi, 268 pages : illustrations ; 25 cm
Format: Book
Contents:
  • Historical perspectives on brand advertising. Overview : visual branding in historical perspective
  • An illustrated history of visual branding in magazine advertising
  • Brand marks. A typology of brand marks
  • How and why brand marks vary across product categories
  • Rhetorical evolution of brand marks
  • Visual elements. Typeface in visual branding
  • Spokes-characters
  • Color
  • Using pictures to brand
  • Epilogue: Conceptual puzzles.