Advertising effects? An elemental experiment

Tej Pochun, Linda Brennan and Lukas Parker

Australasian marketing journal, 2018, vol. 26, issue 4, 338-349

Abstract: This paper examines the effects of the textual (headline, body copy and typography) and visual (image) elements of print advertising on the emotional responses of an audience. Six web-based experiments were carried out to determine the causal relationships between elements of print advertisements and viewers’ emotional responses. Data were collected from 105 respondents and Crisp Set Qualitative Comparative Analysis (csQCA) was undertaken. Results indicate that viewers were emotionally affected by the textual and visual elements of the advertisements. Moreover, the emotional responses were multivalent, indicating that people experience emotional ambiguity while viewing ads.

Keywords: Emotional response; Print advertising; Typography; Image; Colour; Body copy (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358218300880
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:26:y:2018:i:4:p:338-349

DOI: 10.1016/j.ausmj.2018.09.002

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().