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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 6 ()
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
White space in print ads; Creative directors; Advertising execution; Visual rhetoric;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Edell, Julie E & Staelin, Richard, 1983. " The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, University of Chicago Press, vol. 10(1), pages 45-61, June.
- 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.
- Kover, Arthur J, 1995. " Copywriters' Implicit Theories of Communication: An Exploration," Journal of Consumer Research, University of Chicago Press, vol. 21(4), pages 596-611, March.
- 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.
- Kirmani, Amna, 1990. " The Effect of Perceived Advertising Costs on Brand Perceptions," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 160-71, September.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wendy Shamier).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.