THE INFORMATION-PROCESSING OF PICTURES IN PRINT ADVERTISEMENTS
THE INFORMATION-PROCESSING OF PICTURES IN PRINT ADVERTISEMENTS
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DOI：
10.1086/208944
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发表时间：
1983-01-01
影响因子：
7.2
通讯作者：
STAELIN, R
中科院分区：
文献类型：
--
作者：
EDELL, JA;STAELIN, R
这项研究假设，在平面广告中出现主导图片可以改变消费者在观看广告时的认知活动。利用之前的研究结果，我们开发了一个过程模型，通过该模型，观众可以评估、编码和存储广告中的信息。该模型在实验室环境中进行了测试。结果清楚地表明，信息的传达方式(图画或口头)，是否给观众一些参考点来编码图片(框或非框)，以及所提出的主张的类型(客观、主观或定性)对广告中呈现的信息的处理有重要影响。加工过程中的这些差异也会影响观众的品牌态度和购买意向。
This study postulates that the presence of a dominant picture in a print ad can alter a consumer's cognitive activity while viewing the ad. Using the findings of previous research, we develop a model of the process by which a viewer evaluates, encodes, and stores information found in the ad. This model is tested in a laboratory setting. The results clearly indicate that the way a message is conveyed (pictorially or verbally), whether the viewer is given some reference point for encoding the picture (framed or not framed), and the type of claim made (objective, subjective, or characterization) have a significant effect on the processing of the information presented in the advertisements. These differences in processing are also shown to affect the viewer's brand attitudes and purchase intentions.