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I can explain...It's something about the way you look tonight : = Using advertising visuals to transfer and manipulate multidimensional brand personality.

Record Type:	Electronic resources : Monograph/item
Title/Author:	I can explain...It's something about the way you look tonight :/
Reminder of title:	Using advertising visuals to transfer and manipulate multidimensional brand personality.
Author:	Grumbein, Adriane Kaye.
Description:	1 online resource (485 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 78-06, Section: A.
Contained By:	Dissertations Abstracts International78-06A.
Subject:	Design. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10299104click for full text (PQDT)
ISBN:	9781369421644

I can explain...It's something about the way you look tonight : = Using advertising visuals to transfer and manipulate multidimensional brand personality.
Grumbein, Adriane Kaye.

I can explain...It's something about the way you look tonight :Using advertising visuals to transfer and manipulate multidimensional brand personality. - 1 online resource (485 pages)

Source: Dissertations Abstracts International, Volume: 78-06, Section: A.

Thesis (Ph.D.)--University of Florida, 2014.

Includes bibliographical references

As the concept of branding has grown in popularity, experts disagree about whether the company or the consumer ultimately directs and determines a brand and its meaning. This study contends that brands are not completely dependent on consumer whims, but, rather, that companies still have the ability to guide and influence their brands through advertising visuals. According to meaning transfer theory, advertising is a dominant vehicle for the provision and movement of cultural meanings (McCracken, 1986; 1990), and, within advertisements, visuals play a significant role in imbuing brands with cultural meanings. Specifically, this study extends McCracken's meaning transfer theory to examine advertising visuals' ability to transfer multidimensional brand personality from culture to a brand. Using a mixed-method approach, this study includes a survey reduction, qualitative phase and quantitative phase. First, the Brand and Human Personality Indicator (BHPI) scale was created by shortening a brand personality scale, which is based on the Myers-Briggs Type Indicator (MBTI). Second, qualitative group image sorts were conducted to better understand the visual symbolic elements participants (n = 30) associated with the MBTI personality dimensions included in this study-extraversion/introversion (E/I), sensing/intuition (S/N) and thinking/feeling (T/F). Finally, a survey ( n = 526) was conducted using advertising images selected during the group image sorts. The survey sought to examine how respondents assigned multidimensional brand personalities to images. Attitude toward the ad, attitude toward the brand and purchase intent were also measured. According to this study's results, extreme similarities within the visual profiles of extraversion, intuition and feeling dimensions, and introversion, sensing and thinking dimensions made ENF and IST personalities fairly easy to transfer using only visuals. Results also suggested that the extraversion/introversion (E/I) dimension might be able to cross aesthetic borders most easily, allowing companies to create EST and INF personalities with careful attention to visuals. However, other multidimensional brand personalities might require the addition of text to anchor a company's intended meaning (Barthes, 1977). Additionally, this study provided a list of specific visual symbolic elements associated with particular individual and multidimensional MBTI brand personalities to aid researchers and practitioners in creating future brand personalities through images.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9781369421644Subjects--Topical Terms:

518875
Design.
Subjects--Index Terms:

AdvertisingIndex Terms--Genre/Form:

542853
Electronic books.

I can explain...It's something about the way you look tonight : = Using advertising visuals to transfer and manipulate multidimensional brand personality.
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500 $a Source: Dissertations Abstracts International, Volume: 78-06, Section: A.
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502 $a Thesis (Ph.D.)--University of Florida, 2014.
504 $a Includes bibliographical references
520 $a As the concept of branding has grown in popularity, experts disagree about whether the company or the consumer ultimately directs and determines a brand and its meaning. This study contends that brands are not completely dependent on consumer whims, but, rather, that companies still have the ability to guide and influence their brands through advertising visuals. According to meaning transfer theory, advertising is a dominant vehicle for the provision and movement of cultural meanings (McCracken, 1986; 1990), and, within advertisements, visuals play a significant role in imbuing brands with cultural meanings. Specifically, this study extends McCracken's meaning transfer theory to examine advertising visuals' ability to transfer multidimensional brand personality from culture to a brand. Using a mixed-method approach, this study includes a survey reduction, qualitative phase and quantitative phase. First, the Brand and Human Personality Indicator (BHPI) scale was created by shortening a brand personality scale, which is based on the Myers-Briggs Type Indicator (MBTI). Second, qualitative group image sorts were conducted to better understand the visual symbolic elements participants (n = 30) associated with the MBTI personality dimensions included in this study-extraversion/introversion (E/I), sensing/intuition (S/N) and thinking/feeling (T/F). Finally, a survey ( n = 526) was conducted using advertising images selected during the group image sorts. The survey sought to examine how respondents assigned multidimensional brand personalities to images. Attitude toward the ad, attitude toward the brand and purchase intent were also measured. According to this study's results, extreme similarities within the visual profiles of extraversion, intuition and feeling dimensions, and introversion, sensing and thinking dimensions made ENF and IST personalities fairly easy to transfer using only visuals. Results also suggested that the extraversion/introversion (E/I) dimension might be able to cross aesthetic borders most easily, allowing companies to create EST and INF personalities with careful attention to visuals. However, other multidimensional brand personalities might require the addition of text to anchor a company's intended meaning (Barthes, 1977). Additionally, this study provided a list of specific visual symbolic elements associated with particular individual and multidimensional MBTI brand personalities to aid researchers and practitioners in creating future brand personalities through images.
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653 $a Meaning transfer theory
653 $a Myers Briggs Type Indicator
653 $a Visual communication
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