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- W4290850949 abstract "Purpose This paper aims to propose a theoretically informed and analytically rigorous research framework that sustainability researchers could use or further develop to examine visually persuasive messages in photographs. Design/methodology/approach Drawing on the theoretical constructs of Peirce’s (1991) visual semiotic system of icon, index and symbol and Aristotle’s (1984) persuasive appeals of ethos, pathos and logos , the authors propose a research methodology that provides an explicit step-by-step guidance to examine visually persuasive messages in sustainability-related photographs. The sustainability-related photographs in The Coca-Cola Company’s 2018 Business and Sustainability Report are examined to illustrate the application of the framework. Findings This paper develops a research framework and provides empirical evidence of the use of the framework to enhance the understanding of visually persuasive messages depicted in photographs. Practical implications The proposed framework serves as a springboard for further research into visually persuasive messages. Originality/value The research framework of visual persuasion is novel and can be used by sustainability researchers to analyse photographs in corporate reports. It can be extended/modified to capture visual representations in different contexts and other disciplines as well." @default.
- W4290850949 created "2022-08-12" @default.
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- W4290850949 date "2022-08-16" @default.
- W4290850949 modified "2023-10-05" @default.
- W4290850949 title "A research framework to analyse visual persuasion of photographs in sustainability reports" @default.
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- W4290850949 doi "https://doi.org/10.1108/medar-01-2022-1565" @default.
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