The Effects of Picture Visualization and Verbal/Visual Congruency on Print Advertisement
Date Issued
2008
Date
2008
Author(s)
Tan, Yi-Lan
Abstract
Print advertisement is one of the important marketing communication tools, and it can convey merchandises’ benefit and value whether it is a physical product or impalpable service. Picture and words are the most important elements of print advertisement. This study explores the effects of picture types and word/picture concruency in print media on advertising effectiveness (including recall, attitude toward the ad, attitude toward the product, and acquaintance intention). Using college students at National Taiwan University and National Chengchi University as respondents, a 2×2 between subject experimental design was conducted. Independent varialbles were picture type (visualization versus non-visualization) and verbal/picture matching (full-congruency versus middle-congruency versus full-incongruency). The conclusions are as follows:. Picture type significantly influences the advertising effectiveness. Print advertisement with visualized picture results in higher level of attitude toward the product than non-visualized picture.. The verbal/visual matching significantly influences the advertising effectiveness. Print advertisement with verbal/visual full-incongruency results in higher level of recall than full-congruency or middle-congruency.. The picture type and the verbal/visual matching have interaction on advertising effectiveness. As for visualized picture type, print advertisement with verbal/visual full-incongruency results in higher level of recall than full-congruency or middle-incongruency. As for verbal/visual full-congruency, print advertisement with non-visualized picture results in higher level of recall than visualized picture. As for verbal/visual full-incongruency, print advertisement with visualized picture results in higher attitude toward the ad, attitude toward the product and acquaintance intention than non-visualized picture.
Subjects
picture type
congruency
verbal
picture
print advertisement
advertising effectiveness
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-97-R94741022-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):a3f5229ab03191b307219b772e6a96ca