The Effect of Advertising using Advertising Appeals, Pictures and Product Categories

Abstract

Advertising is a common method among marketing strategies. This study used an experimental design to investigate rational and emotional types of advertising appeals. The physical presentation and visualization types of pictures were treated as independent variables, while search products and experience products were treated as mediating variables. A total of eight experiment groups were used for empirical study in order to explore how these variables affect advertising effect. The results showed that advertising appeals had a significant effect on advertising effect, and that emotional appeals would result in higher advertising recall rates than those caused by rational appeals. There were interaction effects between product type and advertising appeals, as well as between product type and picture type. Search products matched with rational appeals resulted in better advertising attitude and brand attitude, and those matched with physical presentation images resulted in better purchase intention. Experience products matched with emotional appeals resulted in better advertising recall rates, advertising attitude, and brand attitude, while those matched with visualization images resulted in a better advertising recall rate. There were also interaction effects among product type, advertising appeals, and picture type. The two product types matched with emotional appeals and visualization images both resulted in a higher advertising recall rate. In addition, search products matched with rational appeals and physical presentation images resulted in better advertising attitude, brand attitude, and purchase intention, while experience products matched with emotional appeals and visualization images resulted in better advertising attitude.

Keywords:

• Advertising Appeals
• Pictures
• Product Categories