Color as a Method of Influence on Consumers - Karimova, Gulnara Z.
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The main focus of this book is the use of color in advertising. The theoretical base of this research has been built upon perspectives forwarded by Kandinsky, Scriabin and Elkin who tried to correlate color to music. The research explores whether color music theory developed by psychotherapist Dr. Elkin has an effect in advertising. The study has revealed that the color-music correspondence theory proposed by Dr. Elkin can be modified due to variables in cultural perception and can find application to advertiisng field.

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Produktbeschreibung
The main focus of this book is the use of color in advertising. The theoretical base of this research has been built upon perspectives forwarded by Kandinsky, Scriabin and Elkin who tried to correlate color to music. The research explores whether color music theory developed by psychotherapist Dr. Elkin has an effect in advertising. The study has revealed that the color-music correspondence theory proposed by Dr. Elkin can be modified due to variables in cultural perception and can find application to advertiisng field.
Autorenporträt
Gulnara Z. Karimova has received her PhD degree in Communication and Media Studies at Eastern Mediterranean University (Cyprus). She is an author of such articles as The Role of Chronotope within Advertising Narrative, Carnival of Change, and Interpretive Methodology from Literary Criticism: Carnivalesque Analysis of Popular Culture