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Print advertising: Vivid content

Author

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  • Fennis, Bob M.
  • Das, Enny
  • Fransen, Marieke L.

Abstract

The present research examines the effects of vivid ad content in two types of appeal in print ads as a function of individual differences in chronically experienced vividness of visual imagery. For informational ads for a functional product, vivid ad content strongly affected individuals high in reported vividness of visual imagery, in that the vivid ad produced a significantly more favorable brand attitude than did the pallid ad. In contrast, vivid content did not affect individuals low in VVI. However, for transformational ads for an experiential product, vivid content increased brand attitude regardless of individual differences in vividness of visual imagery, probably because vivid transformational ads tend to elicit strong visual images for everyone. The findings from the two experiments indicate that advertisers should use vivid, concrete worded copy in informational print ads and a vivid, experiential illustration in transformational print ads.

Suggested Citation

  • Fennis, Bob M. & Das, Enny & Fransen, Marieke L., 2012. "Print advertising: Vivid content," Journal of Business Research, Elsevier, vol. 65(6), pages 861-864.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:861-864
    DOI: 10.1016/j.jbusres.2011.01.008
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    References listed on IDEAS

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    1. Fortin, David R. & Dholakia, Ruby Roy, 2005. "Interactivity and vividness effects on social presence and involvement with a web-based advertisement," Journal of Business Research, Elsevier, vol. 58(3), pages 387-396, March.
    2. Bone, Paula Fitzgerald & Ellen, Pam Scholder, 1992. "The Generation and Consequences of Communication-Evoked Imagery," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 93-104, June.
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    Cited by:

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    2. Zhao, Min & Xia, Lan, 2021. "Joint or separate? The effect of visual presentation on imagery and product evaluation," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 935-952.
    3. Diana Gavilan & Maria Avello, 2020. "Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery," SAGE Open, , vol. 10(4), pages 21582440209, November.
    4. Gavilan, Diana & Fernández-Lores, Susana & Martinez-Navarro, Gema, 2020. "Vividness of news push notifications and users’ response," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    5. Hervet, Guillaume & Guitart, Ivan A., 2022. "Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics," Journal of Business Research, Elsevier, vol. 153(C), pages 467-478.
    6. Yoo, Jungmin & Kim, Minjeong, 2014. "The effects of online product presentation on consumer responses: A mental imagery perspective," Journal of Business Research, Elsevier, vol. 67(11), pages 2464-2472.
    7. Frank, Björn & Herbas Torrico, Boris & Enkawa, Takao & Schvaneveldt, Shane J., 2014. "Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty: The Roles of Product Beliefs and Experience," Journal of Retailing, Elsevier, vol. 90(4), pages 567-586.

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