Copyless Ads: the Impact of Complex Advertising Images on Attitude Toward the Advertisement
Metaphorically embedded messages are an increasingly important part of complex advertising images and include copyless ads. We use qualitative data and descriptive statistics to investigate how consumers interpret complex advertising; and how this execution style influences consumers’ attitudes towards advertisements and brands. We explore direct and indirect relationships between attitudes toward the advertisement (Aad) and towards the brand (AB) (and thus advertising effectiveness). Complex advertising images particularly influence the indirect relationship between consumer attitudes toward the advertisement and brands. Consumers sometimes misinterpret the meaning of complex no-copy ads; and correct interpretation of the meaning of the ad can lead to negative attitudes towards the ad and the product/brand.
Tze Wee Chan and Margaret Hogg (2005) ,"Copyless Ads: the Impact of Complex Advertising Images on Attitude Toward the Advertisement", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 51-58.
Tze Wee Chan, Saatchi and Saatchi, Kuala Lumpur, Malaysia
Margaret Hogg, Lancaster University Management School, England
E - European Advances in Consumer Research Volume 7 | 2005
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