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Using stylistic properties of ad pictures to communicate with consumers
| Content Provider | Semantic Scholar |
|---|---|
| Author | Peracchio, Laura Meyers-Levy, Joan |
| Copyright Year | 2005 |
| Abstract | Many researchers claim that pictures can impart descriptive concepts through their choice of stylistic properties, such as the orientation of depicted objects or the camera angle used. Yet little empirical research has explored if this is so, how readily or when such concepts are discerned, and/or whether these concepts can affect viewers' perceptions. In two studies we show that stylistic properties of ad pictures can communicate descriptive concepts that affect perceptions. However, this appears to occur only when viewers engage in ample processing of the ad and the accessibility of an appropriate descriptive concept is heightened, independent of the stylistic property. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc. |
| Starting Page | 29 |
| Ending Page | 40 |
| Page Count | 12 |
| File Format | PDF HTM / HTML |
| DOI | 10.1086/429599 |
| Volume Number | 32 |
| Alternate Webpage(s) | http://assets.csom.umn.edu/assets/69554.pdf |
| Alternate Webpage(s) | https://doi.org/10.1086/429599 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
