Exploring the Differential Nature of the Appeal of Visual Advertising to Consumers

Steven Andrews, University of Oregon, USA
Guangxin Xie, University of Oregon, USA
David Boush, University of Oregon, USA
This paper explored a clear point of divergence between visual fluency and visual rhetoric research regarding the appeal of visual advertisements. The present study analyzed likeability and memorability for two visually fluent and two visual rhetorical advertisements along divergent sources of appeal: visual and cognitive simplicity/complexity. Responses about memorability for the visually fluent ads were based on pleasurable responses to the rich visual elements in the ad. Memorability for the rhetorical ads was based on pleasurable responses to visual simplicity and/or uniqueness, and most prominently on consumers’ deep cognitive processing of the visual rhetorical device.
[ to cite ]:
Steven Andrews, Guangxin Xie, and David Boush (2010) ,"Exploring the Differential Nature of the Appeal of Visual Advertising to Consumers", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 747-748 .