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.



Citation:

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.

Authors

Tze Wee Chan, Saatchi and Saatchi, Kuala Lumpur, Malaysia
Margaret Hogg, Lancaster University Management School, England



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Understanding Organ Donation: Discourses of Embodied Recycling

Rebecca Scott, Cardiff University
Samantha Warren, Car

Read More

Featured

Repeat Performances Decrease Consumer Perceptions of Authenticity

Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA

Read More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.