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

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

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

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

Synopsis

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.

Excerpt

This whole book, any way you slice it, is about how to create, package, and present messages that optimize success in communication. It is written for persons who are engaged in presenting their own skills, experience, and capabilities, or in promoting a product, process, or concept. The messages designed to accomplish such goals are often presented through the Internet or World Wide Web, or in some other medium of advertising, marketing, or education.

Our audience consists of advertisers, marketers, educators, desktop publishers, entrepreneurs, job seekers, and homepage designers -- anyone negotiating the currents of the information revolution. We have especially written it for professional communicators, agents, entertainers, and media specialists who earn their living by communicating with others. We have also written it for executives, managers, supervisors, liaisons, journalists, teachers, writers, salespersons, and all those salaried employees whose bread and butter depends on meeting or communicating in some way with the public.

When it comes to the success or failure of messages, almost anyone can tell the difference between a home run and a strike-out, after the fact, but why not reduce the odds of failure and improve the likelihood of success by finding out how to construct messages that work beforehand? Our purpose in this book is to show, in a general and powerful way, how to predict and explain subtle differences in communication outcomes before, during, and after the fact. If opinions and instincts unaided by sound theory and research were reliable, the movie moguls would always produce runaway winners, but they don't. Therefore, no one should be content with an impulsive approach to high stakes communication. As a result, professional communicators need this book.

John W. Oller Jr. Lafayette, Louisiana

J. Roland Giardetti Redding, California . . .

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