THE MARKETING POWER OF PICTURES

Abstract

We are all bombarded, each day, with a plethora of communications messages from newspapers, radio and television, posters, shop displays, mail‐shots, commercial vehicles and other increasingly ingenious methods. When planning a marketing campaign, how do you ensure that your commercial message cuts through the defence mechanisms of scepticism and indifference? The judicious use of photography commands a power greater than even the pearliest of prose…yet you do not have to send a complete creative team to a far‐flung corner of the globe to achieve the desired stunning effect. Abstract concepts such as momentum, far‐sightedness, flexibility, co‐operation and growth can be conveyed visually to subliminally influence your target market. Yet so many managers resort to the drab shot of HQ and “photo‐booth” snaps of key personnel when overseeing the production of company literature.

Citation

Sciama, A. (1988), "THE MARKETING POWER OF PICTURES", Industrial Management & Data Systems, Vol. 88 No. 11/12, pp. 17-18. https://doi.org/10.1108/eb057527