The impact of association strength between background image and the product in a visual comparative advertising on perception of divergence, relevance and creativity

An Eun Mi; 안은미

doi:10.21074/kjlcap.2015.16.3.541

ISSN : 1229-8778

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Vol.16 No.3

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The impact of association strength between background image and the product in a visual comparative advertising on perception of divergence, relevance and creativity

Eun Mi An

The Korean Journal of Consumer and Advertising Psychology / The Korean Journal of Consumer and Advertising Psychology, (P)1229-8778;

2015, v.16 no.3, pp.541-560

https://doi.org/10.21074/kjlcap.2015.16.3.541

An, E. M. (2015). The impact of association strength between background image and the product in a visual comparative advertising on perception of divergence, relevance and creativity. The Korean Journal of Consumer and Advertising Psychology, 16(3), 541-560, https://doi.org/10.21074/kjlcap.2015.16.3.541

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Abstract

This study was performed to explore the joint effect of association strength between a background image and the object and product type on perception of divergence, relevance and creativity response to a visual comparative advertising. Findings indicate that participants with a weak association condition respond to the perception of advertising divergence more favorably than participants with a strong association condition. And in a hedonic product type, participants with a weak association condition respond to the perception of advertising relevance more favorably than participants with a strong association condition, in a utility product type, participants with a strong association condition respond to the perception of advertising relevance more favorably than participants with a weak association condition Implications and future research for the role of association strength between a background image and the product and product type in divergence, relevance and creativity evaluation of a visual comparative advertising were discussed.

keywords: a visual comparative advertising, advertising creativity, association strength

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Article Contents

Vol.16 No.3

The impact of association strength between background image and the product in a visual comparative advertising on perception of divergence, relevance and creativity

Abstract

Reference