Syntax Complexity and Presentation Order as Determinants of Comprehension in Print Advertisements

Abstract

The current research investigates syntax complexity and presentation order as determinants in consumers’ comprehension of print advertisement. This research demonstrated that study participants comprehend an advertisement better when they read a complex advertisement first and a simple advertisement second, as compared with their comprehension when they read a simple advertisement first and a complex advertisement second. The study found that when participants are under a low-involvement condition, their comprehension level increased when they read a complex advertisement first followed by a simple advertisement second. However, when participants were under a high-involvement condition, their comprehension level remained the same regardless of the order of the advertisements they encountered.

KEYWORDS:

• advertisement
• comprehension
• presentation order
• syntax complexity