Meeting the emotional needs of healthcare consumers

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Author(s): Diana Fox-Hill
Collection: Global Healthcare 2006
Keywords: Semiotic and Cultural Analysis

ESOMAR Best Paper Award 2005/2006
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Visual imagery is a powerful tool for brand communication, going well beyond simply attracting attention to implanting ideas, changing ways of thinking, and reframing perceptions.

This paper describes the psychology of imagery and the research approaches needed to build effective ads that deliver the right message and impressions.

However, to be effective the imagery used must be aligned so that what is engaging in the ad connects positively to the brand message and identity.

The imagery creates an 'empathy bridge' enabling viewers to project something of themselves into the ad and discover the brand values for themselves.

Date of publication: 06.02.2006
ISBN: 92-831-0291
Order Code: S307_15
Number of pages: 13

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