Visual Literacy. How to Understand Texts Without Reading Them


Storytelling as a means to raise the motivation of recipients to process infor-mation and to support the comprehension of marketing texts written for products that are in need of an explanation. Recent studies on marketing for sustainable energy products have shown that comprehensibility for complex goods often fails because of the low motivation of the recipients to read and process information. We therefore ask how texts have to be shaped in order to reach consumers. Today ›texts‹ are no longer considered to consist only of verbal material but of different codes—they are multimodal. The question is, then, how to increase motivation by enacting the content, by ›staging it‹. Dual processing theories and the strategy of storytelling may prove to be helpful, as some outstanding examples in current marketing practice for sustainable energy have shown.

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Demarmels, Sascha; Stalder, Ursula; Kolberg, Sonja: Visual Literacy. How to Understand Texts Without Reading Them. In: IMAGE. Zeitschrift für interdisziplinäre Bildwissenschaft, Jg. 11 (2015), Nr. 2, S. 87-107. DOI:
 author = {Demarmels, Sascha and Stalder, Ursula and Kolberg, Sonja},
 title = {Visual Literacy. How to Understand Texts Without Reading Them},
 year = 2015,
 doi = "\url{}",
 volume = 11,
 address = {Köln},
 journal = {IMAGE. Zeitschrift für interdisziplinäre Bildwissenschaft},
 number = 2,
 pages = {87--107},
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The item has been published with the following license: Unter Urheberrechtsschutz