A systematic analysis of the content of images (such as ads), including the subjects depicted, their composition, motifs and other artistic elements, with particular concern for their meaning or interpretation. In advertising research, the term may also refer to the use of image elements as a way to probe respondents about a theme or set of ideas or a way to represent a brand image (e.g., a researcher may ask people whether they associate a given brand with family imagery vs. nature scenery).