Print advertising: White space
AbstractA survey of North American ad agency creative directors (n=31) reveals that they use the “white space” executional format in print ads mainly to advertise new brands of products rather than services. Their not necessarily mutually exclusive reasons for designing a predominantly white-space ad are (1) artistic – the ad “looks good,” (2) to increase attention to the ad overall, (3) to focus attention on the product and the brand name, and (4) to convey brand prestige. None of the creative directors reported that their clients follow Ambler and Hollier's (2004) theory of deliberately using white-space ads to signal an extravagant budget and therefore a superior quality product. To the contrary, almost half of the clients were reportedly concerned about “paying for wasted space” in agreeing to run a white-space ad.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 6 ()
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Web page: http://www.elsevier.com/locate/jbusres
White space in print ads; Creative directors; Advertising execution; Visual rhetoric;
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- Janiszewski, Chris, 1990. " The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research, University of Chicago Press, vol. 17(1), pages 53-65, June.
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- Ambler, Tim & Hollier, E. Ann, 2004. "The Waste in Advertising Is the Part That Works," Journal of Advertising Research, Cambridge University Press, vol. 44(04), pages 375-389, December.
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