Case Scenario:
Many organizations are bypassing the old, common ways of reporting and marketing their company by means of financial spreadsheets and organizational reports (Boje, Cai-Hillon, & Hillon, 2012). Nowadays, many of those companies send their desired messages through the use of graphics, art, and images (Boje, Cai-Hillon, & Hillon, 2012). When companies use imagery on purpose, then that part of their planning is considered strategic and will most likely fit into the organization's overall scheme. Often times, the use of imagery is subliminal, and offer hidden messages, designed to grab the attention of the potential consumer, and force that consumer to attempt to solve (Boje, Cai-Hillon, & Hillon, 2012). Antenarratives, as explained by the authors, do not exactly spell out the messages for the prospect buyers, but instead offer up hidden messages for speculation (Boje, Cai-Hillon, & Hillon, 2012). The organization's inflections (communicated ups and downs) must be deconstructed to help the consumers figure out the organization's messages (Boje, Cai-Hillon, & Hillon, 2012). I believe that organizations are better served not communicating and marketing their products in only one manner, and that depending on the company's demographics, one form of communication may work better than another.
Reference:
Boje, D., Cai-Hillon, Y., & Hillon, M., 2012. Deconstructing strategic inflections by imagery. Tamara Journal of Critical Organization Inquiry, (10)4, pp. 29-43.