Noah Zabel

Professor Henken

ENC 1102

13 February 2022

Annotated Bibliography

Bulmer, Sandy, and Margo Buchanan-Oliver. 2006. “Visual Rhetoric and Global Advertising

Imagery.” Journal of Marketing Communications 12, No.1: 49–61.

This research paper was written to explore how visual interpretations work in global

advertisements and marketing. The authors review visual communication, complexity, and

theories of visual effect along with how they have been studied in the past. Then, they develop

and set a research agenda that investigates how the concept of visual rhetoric could be

implemented to expand the previous studies and theories. This would improve the process used

by marketers and allow them to choose more effective images for their advertisements, giving

reason to conduct the study.

I think this paper could turn out to be very useful in exploring rhetoric in business and

advertising. The study conducted has information that I could implement in my study that would

allow me to understand how people respond to certain advertisements and how businesses

benefit from it. The in-depth explanation for each type of visual rhetoric contains enough studied

concepts that I could expand my own ideas and come to conclusions for my own topic of

research.

Peterson, Matthew O. 2019.“Aspects of visual metaphor: An operational typology of visual

rhetoric for research in advertising.” International Journal of Advertising 38, No. 1: 67–

96.
 This research study was conducted to expand on ideas of different visual rhetoric and

visual metaphor used in ads. The paper explores the connection between verbal and visual

rhetoric. The author talks about the formal dimensions of visual metaphor, like the reason or

target audience, and the processing stages of visual metaphor, such as interpretation or

understanding. The information is then discussed, where the author offers his experiments and

conclusions.

I found this paper to have a large quantity of information about visual rhetoric itself. By

using this paper and gaining a better understanding of how rhetoric works in images, I can come

to conclusions with stronger evidence and better explanations.

Jeong, Se-Hoon. “Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual

Argumentation or Metaphorical Rhetoric?” Journal of Marketing Communications Vol.

14, No. 1: 59-73.

This study was used to test how persuasive visual metaphors can be in advertising. The

groups were given ads correlating with their group and the results were recorded. After the

results are recorded and examined in the paper, a discussion section explains the results of the

study and their findings.

I think that using such evidence to back my claims would create a solid study and allow

for deeper exploration of the visual rhetoric’s uses. A better explanation of why certain visual

rhetoric works and the way it works would allow my research to tie together better and provide

more facts instead of speculation.

Luuk, Lagerwerf, Charlotte M.J. van Hooijdonk, Ayalies Korenberg. 2012. “Processing Visual
 Rhetoric in Advertisements: Interpretations Determined by Verbal Anchoring and Visual

Structure.” Journal of Pragmatics, Volume 44, Issue 13, Pages 1836-1852,

https://doi.org/10.1016/j.pragma.2012.08.009.

This paper investigates the meaning operation, or how images relate to one another, and

the possible interpretations of those images and relationships. This paper contains two studies,

one on verbal anchoring and the other on visual structure. The studies are explained, recorded,

and evaluated and the conclusions are explained in relation to the information discovered. The

authors then discuss the conclusions and some limitations the experiment had.

This paper covers some of the same things as other research I read. This will give me

more possible conclusions for similar studies and allow me to come up with my own conclusions

by using information from multiple studies that relate to each other.

Campelo, Adriana, Robert Aitken, Juergen Gnoth. 2010. “Visual Rhetoric and Ethics in

Marketing of Destinations.” Journal of Travel Research, Sage Publications, Vol. 50,

Issue: 1, Pages 3-14.

This article discusses visual rhetoric in advertising and branding. The authors analyze the

100% Pure New Zealand ad campaign to further enhance the discussion. The introduction breaks

down how visual rhetoric works and how it’s used. The framework is set up to explore different

approaches ads take by using various types of visual rhetoric. The authors then set up their

method and explain the three stages they took to research the ad campaign. After the method and

study is conducted, the authors relay their findings and analyze them. The discussion part takes

those findings and their analysis and explores them more. Finally, the conclusions are written

and explained.
 The article contains different outlooks on visual rhetoric that would be useful to me in

creating a broader study. I think that different perspectives are important in coming up with my

own conclusions. By incorporating this article's findings, I could expand or even change

conclusions that I come to in my own research.

Phillips, Barbara J., and Edward F. McQuarrie. “Beyond Visual Metaphor: A New Typology of

Visual Rhetoric in Advertising.” Marketing Theory, vol. 4, no. 1–2, June 2004, pp. 113–

136, doi:10.1177/1470593104044089.

This article's focus is on the new ways ads use visual rhetoric and the increase in images

over text. The article gives an explanation about visual rhetoric and how it’s used. It then

compares how it was used in the past and how it has changed, along with why it has changed.

The examination of these differences is further explored, and the findings are explained for

readers to understand how the changes not only affect the ads, but how the ads are interpreted.

The section for further research provides insight to possible changes in the future and how they

may or may not happen.

This study has very interesting ideas that I see as unconventional compared to the other

articles I’ve read. I would most likely use this to back up my ideas that may lack proof or seem

unusual. There was not as much of an experiment, more review and analysis of existing

information. Still, I see this as a very useful study that could definitely help in my research.
 Works Cited

Bulmer, Sandy, and Margo Buchanan-Oliver. 2006. “Visual Rhetoric and Global Advertising

Imagery.” Journal of Marketing Communications 12, No.1: 49–61.

Peterson, Matthew O. 2019.“Aspects of visual metaphor: An operational typology of visual

rhetoric for research in advertising.” International Journal of Advertising 38, No. 1: 67–

96.

Jeong, Se-Hoon. “Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual

Argumentation or Metaphorical Rhetoric?” Journal of Marketing Communications Vol.

14, No. 1: 59-73.

Luuk, Lagerwerf, Charlotte M.J. van Hooijdonk, Ayalies Korenberg. 2012. “Processing Visual

Rhetoric in Advertisements: Interpretations Determined by Verbal Anchoring and Visual

Structure.” Journal of Pragmatics, Volume 44, Issue 13, Pages 1836-1852,

https://doi.org/10.1016/j.pragma.2012.08.009.

Campelo, Adriana, Robert Aitken, Juergen Gnoth. 2010. “Visual Rhetoric and Ethics in

Marketing of Destinations.” Journal of Travel Research, Sage Publications, Vol. 50,

Issue: 1, Pages 3-14.

Phillips, Barbara J., and Edward F. McQuarrie. “Beyond Visual Metaphor: A New Typology of

Visual Rhetoric in Advertising.” Marketing Theory, vol. 4, no. 1–2, June 2004, pp. 113–

136, doi:10.1177/1470593104044089.