304
Views
3
CrossRef citations to date
0
Altmetric
Original Articles

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

Pages 522-532 | Published online: 25 Nov 2010

REFERENCES

  • Anand , P. and Sternthal , B. 1990 . Ease of message processing as a moderator of repetition effects in advertising . Journal of Marketing Research , 27 ( 3 ) : 345 – 353 . doi: doi: 10.2307/3172591
  • Bradley , S. D. and Meeds , R. 2002 . Surface-structure transformations and advertising slogans: the case for moderate syntactic complexity . Psychology and Marketing , 19 ( 7–8 ) : 595 – 619 . doi: doi: 10.1002/mar.10027
  • Brunel , F. F. and Nelson , M. 2003 . Message order effects and gender differences in advertising persuasion . Journal of Advertising Research , 43 ( 3 ) : 330 – 341 .
  • Burnett , J. and Moriarty , S. 1998 . Introduction to marketing communication: An integrated approach , Upper Saddle River, NJ : Prentice-Hall .
  • Chamblee , R. , Gilmore , R. , Thomas , T. and Soldow , G. 1993 . When copy complexity can help ad readership . Journal of Advertising Research , 33 ( 3 ) : 23 – 28 .
  • Chomsky , N. 1957 . Syntactic structures , Oxford, UK : Mouton .
  • Chomsky , N. 1976 . Conditions on rules of grammar . Linguistic Analysis , 2 ( 4 ) : 303 – 351 .
  • Consoli , J. 2001, November 6 . Ad pods protract . Mediaweek , : 10 Retrieved from http://www.allbusiness.com/services/business-services-miscellaneous-business/4818613/
  • Daneman , M. and Carpenter , P. A. 1983 . Individual differences in integrating information between and within sentences . Journal of Experimental Psychology: Learning, Memory and Cognition , 9 ( 4 ) : 561 – 584 . doi: doi: 10.1037/0278-7393.9.4.561
  • Erb , H-P. , Kruglanski , A. W. , Chun , W. Y. , Pierro , A. , Mannetti , L. and Spiegel , S. 2003 . Searching for commonalities in human judgement: The parametric unimodel and its dual model alternatives . European Review of Social Psychology , 14 ( 1 ) : 1 – 17 . doi: doi: 10.1080/10463280340000009
  • Haugtvedt , C. P. and Petty , R. E. 1992 . Personality and persuasion: Need for cognition moderates the persistence and resistance of attitude changes . Journal of Personality and Social Psychology , 63 ( 2 ) : 308 – 319 . doi: doi: 10.1037/0022-3514.63.2.308
  • Haugtvedt , C. P. and Wegener , D. T. 1994 . Message order effects in persuasion: An attitude strength perspective . Journal of Consumer Research , 21 ( 1 ) : 205 – 218 . doi: doi: 10.1086/209393
  • Jae , H. 2006 . An investigation of low-literacy consumers’ processing of written advertisements , Lexington, KY : Unpublished Ph. D. Dissertation. University of Kentucky .
  • Just , M. A. and Carpenter , P. A. 1992 . A capacity theory of comprehension: Individual differences in working memory . Psychological Review , 99 ( 1 ) : 122 – 149 . doi: doi: 10.1037/0033-295X.99.1.122
  • Lana , R. E. 1963 . Controversy of the topics and the order of presentation in persuasive communications . Psychological Reports , 12 ( 1 ) : 163 – 170 .
  • Lowrey , T. M. 1998 . The effects of syntactic complexity on advertising persuasiveness . Journal of Consumer Psychology , 7 ( 2 ) : 187 – 206 . doi: doi: 10.1207/s15327663jcp0702_04
  • Mick , D. G. 1986 . Consumer research and semiotics: Exploring the morphology of signs, symbols, and significance . Journal of Consumer Research , 13 ( 2 ) : 196 – 213 . doi: doi: 10.1036/209060
  • Miller , G. A. 1962 . Some psychological studies of grammar . American Psychologist , 17 ( 11 ) : 748 – 762 . doi: doi: 10.1037/h0044708
  • Miniard , P. W. , Bhatla , S. , Lord , K. R. , Dickson , P. R. and Unnava , R. H. 1991 . Picture-based persuasion processes and the moderating role of involvement . Journal of Consumer Research , 18 ( 1 ) : 92 – 107 . doi: doi: 10.1086/209244
  • Petty , R. E. and Cacioppo , J. T. 1979 . Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses . Journal of Personality and Social Psychology , 37 ( 10 ) : 1915 – 1926 . doi: doi: 10.1037/0022-3514.37.10.1915
  • Petty , R. E. and Cacioppo , J. T. 1981 . Attitudes and persuasion: Classic and contemporary approaches , Dubuque, IA : Wm. C. Brown .
  • Petty , R. E. , Cacioppo , J. T. and Schumann , D. 1983 . Central and peripheral routes to advertising effectiveness: The moderating role of involvement . Journal of Consumer Research , 10 ( 2 ) : 135 – 146 . doi: doi: 10.1086/208954
  • Pierro , A. , Mannetti , L. , Erb , H. , Spiegel , S. and Kruglanski , A. W. 2005 . Information length and order of presentation as determinants of persuasion . Journal of Experimental Social Psychology , 41 ( 5 ) : 458 – 469 . doi: doi: 10.1016/j.jesp.2004.09.003
  • Pierro , A. , Mannetti , L. , Kruglanski , A. W. and Sleeth-Keppler , D. 2004 . Relevance override: On the reduced impact of “cues” under high motivation conditions of persuasion studies . Journal of Personality and Social Psychology , 86 ( 2 ) : 251 – 264 . doi: doi: 10.1037/0022-3514086.2.251
  • Vos , S. H. , Gunter , T. G. , Schriefers , H. and Friederici , A. D. 2001 . Syntactic parsing and working memory: The effects of syntactic complexity, reading span, and concurrent load . Language and Cognitive Processes , 16 ( 1 ) : 65 – 103 . doi: doi: 10.1080/0169096004200008
  • Wyer , R. S. Jr. 2002 . Language and advertising effectiveness: Mediating influences of comprehension and cognitive elaboration . Psychology and Marketing , 19 ( 7–8 ) : 693 – 712 . doi: doi: 10.1002/mar.10031

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.