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ISSN : 1229-8778
Consumer set eyes on pictorial elements before everything else in print ads. Pictures are used in advertisement to convey advertising objectives or concept. Nevertheless pictures in consumer research have been used to provide accompanying tools for the attribute information discussed in the verbal copy of the print ad. The current study has attempted to examine the effect of pictorial presentation-style and presence(or absence) of concrete verbal copy on memory in print ads. The pictorial presentation-style represented two levels(high vs. low) of the verbal interpretability of the picture(i. e. the value of verbal interpretation of picture). The results showed the main effect of pictorial presentation-style. But the main effect of presence(or absence) of concrete verbal copy and the interaction effect between pictorial presentation-style and presence of verbal copy were not significant. Implications of these finding were discussed.
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