Advertising effects? An elemental experiment

Pochun, T, Brennan, L and Parker, L 2018, 'Advertising effects? An elemental experiment', Australasian Marketing Journal, vol. 26, no. 4, pp. 338-349.


Document type: Journal Article
Collection: Journal Articles

Title Advertising effects? An elemental experiment
Author(s) Pochun, T
Brennan, L
Parker, L
Year 2018
Journal name Australasian Marketing Journal
Volume number 26
Issue number 4
Start page 338
End page 349
Total pages 12
Publisher Elsevier Ltd
Abstract This paper examines the effects of the textual (headline, body copy and typography) and visual (image) elements of print advertising on the emotional responses of an audience. Six web-based experiments were carried out to determine the causal relationships between elements of print advertisements and viewers' emotional responses. Data were collected from 105 respondents and Crisp Set Qualitative Com- parative Analysis (csQCA) was undertaken. Results indicate that viewers were emotionally affected by the textual and visual elements of the advertisements. Moreover, the emotional responses were multivalent, indicating that people experience emotional ambiguity while viewing ads.
Subject Marketing Communications
Communication and Media Studies not elsewhere classified
Keyword(s) Emotional response
Print advertising
Typography
Image
Colour
Body copy
DOI - identifier 10.1016/j.ausmj.2018.09.002
Copyright notice © 2018 Published by Elsevier Ltd on behalf of Australian and New Zealand Marketing Academy.
ISSN 1441-3582
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