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1、5DifferentiatingthePictorialElementinAdvertisingARhetoricalPerspectiveEdwardF.McQuarrieIntroductionItshouldnotsurprisereadersofthisvolumethatoverthepast100years,thepicturehascometooccupyalargerandlargerportionofthetypicalAmericanmagazineadvertisement.Atthesametime,thenumberofwords,andt
2、heproportionoftheaddevotedtotext,hasdecreased.Pollay(1985),whowasamongthefirsttodocumentthistrend,alsoshowedthatthetrendtowardpicturesandawayfromverbaltextextendsbackthroughoutthe20thcentury.Pracejus,Olsen,andO’Guinn(2006),usingamorefine-grainedsamplingstrategy,confirmthetrendandshowed
3、thatitcontinuedafterthepublicationofPollay(1985).McQuarrieandPhillips(2006)suggestthatthetrendtowardpicture-dominantadsmayactuallyhaveaccel-eratedafterthemid-1990s.Insummary,asof2006,itisnotuncom-montoencounteraconsumermagazineadthatcontainsadozenorfewerwords,whilefeaturingapicturethat
4、fillstheentirespaceofthead,anditisnowquiteraretofindsuchanadhavingmorethanahundredwords,andonlyasmallpicture.Contemporarymassmediaprintadvertisingisdistinctiveinitsrelianceonpicturestopersuade.Inmostotherdomains,persua-sioncontinuestobepursuedviawords,whetherwrittenorspoken,withpicture
5、sservingonlyasanadjunctorasupplement.Onlyinmassmediaprintadvertisingdoweseepicturessupplantingwords91ER9470_C005.indd917/13/0712:52:36PM92EdwardF.McQuarrietocarrythemainburdenofpersuasion.Hence,nootherscholarlydisciplineoutsidethemarketingandconsumerareasisaswell-positionedtodiscoverth
6、escientificlawsthatgovernpersuasionviapictures.Wehaveawealthofmaterialreadilyavailable,andwehavethetestimonyofthousandsofrealmarketingdecision-makers,withbillionsofdollarsatstake,whosefreelychosenactionsindicatetheirconvictionthatinprintadvertisingtoday,persuasionisbestpursuedviapictur
7、es.DifferentiationofPicturesUnfortunately,empiricalscholarshipinmarketinghasnotcaughtupwiththechangesinmagazineadstructure.Onesimpleexplanationfortherelativerarityofexperimentalworkonpicturesinmarket-ingwouldbethatscholarslackaconceptualtoolkitfordifferentiat-ingpictures.Bycontrast,a
