Images That Work: Creating Successful Messages in Marketing and High Stakes Communication (Hardcover)

~ (Author), J. Roland Giardetti (Author) "Communicators in every medium from Hollywood to the classroom and from the mall to the grocery store aim to capture attention, to motivate action, and..." (more)
Key Phrases: high stakes messages, commanding index, third order index, National Geographic, New York, New Jersey (more...)

Editorial Reviews

Review

“Oller and Giardetti provide a simple, comprehensive, and fully consistent theory to explain why some messages and images communicate more effectively than others--and then show specialists in advertising, marketing, and high stake communications how to apply the theory in their work.”–New Books in the Communications Library

Product Description

Oller and Giardetti provide a simple, comprehensive, and fully consistent theory to explain why some messages and images communicate more effectively than others--and then show specialists in advertising, marketing, and high stakes communications how to apply the theory in their work. With examples and illustrations that practitioners and academics alike will find understandable, they provide readers with a solid grounding in semiotics, the study of how meanings are constructed and construed in signs. In doing so Oller and Giardetti help communicators find new ways to reach and persuade others--but show why deceit or subterfuge can not succeed om the long run. They make clear that messages must be consistent with the facts, and that the most successful communicators share one special trait: integrity. This is a readable, research-based, up-to-date treatment of an important emerging field of study, and a carefully developed guide for practitioners and academics alike.

See all Editorial Reviews

Product Details

• Hardcover: 256 pages
• Publisher: Quorum Books (June 30, 1999)
• Language: English
• ISBN-10: 1567201849
• ISBN-13: 978-1567201840
• Product Dimensions: 9.5 x 6.5 x 1 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #456,437 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

1.0 out of 5 stars Don't Waste Your Money, May 16, 2006

By	DB "DB" (Los Angeles, CA) - See all my reviews

Images Work. This Book Doesn't.

Of the 25+ marketing books I've read in the past 9 months, this one takes bottom honors.

The authors of this book are the type who would take instructions on how to make a microwave dinner, and turn it into a 35 page treatise.

Going on and on and on describing every nuance of the tests they did, speak in a nearly unreadable 'scientific tone' that gones on ad-infinitum in detail about useless information.

I shouldn't need to read 40 pages about a study they conducted, their method, their hypothesis, etc. etc., just to get the final conclusion: images, as we expected, do in fact have an impact on people.

Duh.

The conclusions of this book should have been summarized in a pamphlet entitled "things you already guessed, but that we decided to test".

Authors, I have a request: get to the damn point.

I regret the $90 I spent on this terrible book that will join "Propaganda" in my dust bin.

1 of 2 people found the following review helpful:

5.0 out of 5 stars A MUST READ !!, October 3, 1999

By A Customer

Giardetti and Oller have written a book that every student studying marketing should read. I think that this book should be required reading for any person who hopes to be successful in visual advertising.