Services Dominated by Maximal versus Minimal-Self Contexts: Verbal versus Visual Cues in Services Advertising

Abstract

The purpose of the study is to apply the Elemental Congruence Model to investigate the use of visual and verbal symbols in advertising services that are dominated by maximal-self contexts versus minimal-self contexts. Utilizing a content analysis of service ads, the findings demonstrate that advertisers use proportionately more verbal presentations, pronouns related to the self, here-and-now picturing, and functional/bland background colors in advertising services dominated by maximal-self contexts and proportionately more visual presentations, fewer pronouns related to self more picturing of projections to uncommon experiences, and rich/luxurious and playful background colors for advertising services dominated by minimal-self contexts.