Edward F. McQuarrie, Professor Emeritus, Santa Clara University, US and Barbara J. Phillips, formerly Rawlco Scholar in Advertising and Professor of Marketing, University of Saskatchewan, Canada

• Contents: Introduction Part I: Historical Perspectives on Brand Advertising 1. Overview: Visual Branding in Historical Perspective 2. An Illustrated History of Visual Branding in Magazine Advertising Part II: Brand Marks 3. A Typology of Brand Marks 4. How and Why Brand Marks Vary Across Product Categories 5. Rhetorical Evolution of Brand Marks Part III: Visual Elements 6. Typeface in Visual Branding 7. Spokes-characters 8. Color 9. Using Pictures to Brand Epilogue: Conceptual Puzzles Index

'This is the best book ever written on what is, or should be, the best path to understanding how, when and where advertising works or does not. What ''social'' psychologist see as information to be processed . . . sigh . . . McQuarrie and Phillips see as situated and contextualized visual rhetoric, visual arguments that advertisers and consumers, and pretty much everyone else, save the aforementioned psychologists, understand. This is a book that anyone who really wants to understand advertising should buy, read and keep handy.'

Edward F. McQuarrie, Professor Emeritus, Santa Clara University, US and Barbara J. Phillips, formerly Rawlco Scholar in Advertising and Professor of Marketing, University of Saskatchewan, Canada

• Contents: Introduction Part I: Historical Perspectives on Brand Advertising 1. Overview: Visual Branding in Historical Perspective 2. An Illustrated History of Visual Branding in Magazine Advertising Part II: Brand Marks 3. A Typology of Brand Marks 4. How and Why Brand Marks Vary Across Product Categories 5. Rhetorical Evolution of Brand Marks Part III: Visual Elements 6. Typeface in Visual Branding 7. Spokes-characters 8. Color 9. Using Pictures to Brand Epilogue: Conceptual Puzzles Index

'This is the best book ever written on what is, or should be, the best path to understanding how, when and where advertising works or does not. What ''social'' psychologist see as information to be processed . . . sigh . . . McQuarrie and Phillips see as situated and contextualized visual rhetoric, visual arguments that advertisers and consumers, and pretty much everyone else, save the aforementioned psychologists, understand. This is a book that anyone who really wants to understand advertising should buy, read and keep handy.'

Edward F. McQuarrie, Professor Emeritus, Santa Clara University, US and Barbara J. Phillips, formerly Rawlco Scholar in Advertising and Professor of Marketing, University of Saskatchewan, Canada

• Contents: Introduction Part I: Historical Perspectives on Brand Advertising 1. Overview: Visual Branding in Historical Perspective 2. An Illustrated History of Visual Branding in Magazine Advertising Part II: Brand Marks 3. A Typology of Brand Marks 4. How and Why Brand Marks Vary Across Product Categories 5. Rhetorical Evolution of Brand Marks Part III: Visual Elements 6. Typeface in Visual Branding 7. Spokes-characters 8. Color 9. Using Pictures to Brand Epilogue: Conceptual Puzzles Index

'This is the best book ever written on what is, or should be, the best path to understanding how, when and where advertising works or does not. What ''social'' psychologist see as information to be processed . . . sigh . . . McQuarrie and Phillips see as situated and contextualized visual rhetoric, visual arguments that advertisers and consumers, and pretty much everyone else, save the aforementioned psychologists, understand. This is a book that anyone who really wants to understand advertising should buy, read and keep handy.'