Bilderverrätselung in der Werbung: Zur Analyse und rhetorischen Funktion einer ambigen Textstruktur

The use of enigmatic images in advertising is based on a paradoxical mode of operation: instead of avoiding communicative obstacles, they do quite the opposite by constructing enigmatic obstacles, seemingly making communication more difficult in the process. This book develops an interdisciplinary approach that provides insights into the structure, cognitive processing, and persuasiveness of enigmatic images.