"Images That Work focuses on the creation and presentation of words and pictures in ways that communicate genuine substance from real people - including corporate entities and institutions and anonymous committees - to other real people. Oller and Giardetti provide a simple, comprehensive, fully consistent theory to explain why some messages and images communicate more effectively than others - and then how specialists in advertising, marketing, and corporate communications can apply that theory. With examples and illustrations grasped easily by academics and practitioners alike, they give readers a solid grounding in semiotics, the study of how meanings are constructed and construed in signs."--BOOK JACKET.