An Examination of the Visual Element Used in Generic Message Advertisements: A Comparison of Goods and Services

Abstract

The generic approach is the most frequently used creative message strategy currently used in advertising. Such an approach provides little opportunity for an ad to stand out and be noticed. The role of the visual element in creating effective generic advertisements was examined in this study using an experimental design to investigate the impact of four different visual strategies, within the context of a good and a service. Data were collected from 528 students. Results indicate that when advertisements use a generic creative message strategy, an emotional visual creates the strongest results. Further, data analysis indicated the visual element was a strong driver of attitude towards the ad, which in turn drove attitude towards the brand and purchase intentions. Differences were found between the advertising of a good and a service in terms of the role of the visual and the development of the brand.

KEYWORDS:

• ad message
• ad visual
• advertising
• generic advertising
• services

Notes

*Significant at p < .05.

*Significant at p < .01.

*Only means of variables that were significantly different at p < .05 are listed.