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

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.


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 .


Steven Andrews, University of Oregon, USA
Guangxin Xie, University of Oregon, USA
David Boush, University of Oregon, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

Read More


A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making

JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University

Read More


Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State 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.