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How Nothing Became Something: White Space, Rhetoric, History, and Meaning

Author

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  • John W. Pracejus
  • G. Douglas Olsen
  • Thomas C. O'Guinn

Abstract

We seek to advance visual theory in the domain of commercial rhetoric (advertising) by demonstrating how objects and symbols derive meaning from their histories. We do this by examining a single visual trope common in advertising, white space. The choice of white space was purposeful in that it is not a picture and its history is both accessible and traceable. Our sociohistorical theory is supported by showing how specific movements and social forces acted upon the meaning of this particular visual rhetorical device and how this meaning is today shared and understood by both producers of ads (ad agency creative directors) and the readers of ads (ordinary consumers). We conclude with a discussion of the implications of this approach to rhetorical and other major theoretical formulations. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • John W. Pracejus & G. Douglas Olsen & Thomas C. O'Guinn, 2006. "How Nothing Became Something: White Space, Rhetoric, History, and Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 82-90, June.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:1:p:82-90
    DOI: 10.1086/504138
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    Citations

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    Cited by:

    1. Gong, Siyu & Suo, Danni & Peverelli, Peter, 2023. "Maintaining the order: How social crowding promotes minimalistic consumption practice," Journal of Business Research, Elsevier, vol. 160(C).
    2. Pracejus, John W. & O'Guinn, Thomas C. & Olsen, G. Douglas, 2013. "When white space is more than “burning money”: Economic signaling meets visual commercial rhetoric," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 211-218.
    3. Malik, Faiza & Ishaq, Muhammad Ishtiaq, 2023. "Impact of minimalist practices on consumer happiness and financial well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Robert Cluley, 2020. "Complaining about rivals: Indifference, cooperation, and competition in the governance of advertising," Regulation & Governance, John Wiley & Sons, vol. 14(2), pages 316-327, April.
    5. Pecot, Fabien & Celhay, Franck & Kacha, Mathieu & Lombard, Gautier, 2022. "Expressions of the past: A practice-based approach of brand longevity visual translation in advertising," Journal of Business Research, Elsevier, vol. 150(C), pages 121-133.
    6. Czerwiński Bogumił & Domański Jarosław, 2023. "Contemporary Consumer Trends," Foundations of Management, Sciendo, vol. 15(1), pages 51-62, January.
    7. Misun, Juraj & Hudakova, Ivana, 2011. "Podnikový dizajn vo verejnej správe na príklade švajčiarskeho kantónu Luzern [Corporate design in the public government on the example of the Swiss canton Lucerne]," MPRA Paper 54278, University Library of Munich, Germany.
    8. Olsen, G. Douglas & Pracejus, John W. & O'Guinn, Thomas C., 2012. "Print advertising: White space," Journal of Business Research, Elsevier, vol. 65(6), pages 855-860.
    9. Dehling, Noémie, 2023. "Silence in the consumer experience: A conceptualization and research agenda," Journal of Business Research, Elsevier, vol. 165(C).
    10. Kahn, Barbara E., 2017. "Using Visual Design to Improve Customer Perceptions of Online Assortments," Journal of Retailing, Elsevier, vol. 93(1), pages 29-42.
    11. Kirsten Cowan & Nathalie Spielmann, 2017. "The influence of rituals on luxury product consumption: implications for brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 391-404, October.
    12. Yu, Yining & Zhou, Xinyue & Wang, Lei & Wang, Qiuzhen, 2022. "Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness," Journal of Retailing, Elsevier, vol. 98(2), pages 335-355.
    13. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.
    14. Tiansheng Xia & Xiujuan Fan & Jingwei Zhang & Tingting Liu, 2023. "Influence of Complexity in Low-Fat Food Packaging on Chinese Consumers’ Purchase Intentions," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    15. Kostoula Margariti, 2021. "“White” Space and Organic Claims on Food Packaging: Communicating Sustainability Values and Affecting Young Adults’ Attitudes and Purchase Intentions," Sustainability, MDPI, vol. 13(19), pages 1-26, October.
    16. Yuli Zhang & Hyokjin Kwak & Marina Puzakova & Charles R. Taylor, 2021. "Space between products on display: the impact of interspace on consumer estimation of product size," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1109-1131, November.

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