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Using Stylistic Properties of Ad Pictures to Communicate with Consumers

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  • Laura A. Peracchio
  • Joan Meyers-Levy

Abstract

Many researchers claim that pictures can impart descriptive concepts through their choice of stylistic properties, such as the orientation of depicted objects or the camera angle used. Yet little empirical research has explored if this is so, how readily or when such concepts are discerned, and/or whether these concepts can affect viewers' perceptions. In two studies we show that stylistic properties of ad pictures can communicate descriptive concepts that affect perceptions. However, this appears to occur only when viewers engage in ample processing of the ad and the accessibility of an appropriate descriptive concept is heightened, independent of the stylistic property. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Laura A. Peracchio & Joan Meyers-Levy, 2005. "Using Stylistic Properties of Ad Pictures to Communicate with Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 29-40, June.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:1:p:29-40
    DOI: 10.1086/429599
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    Cited by:

    1. Kim, Kyuha & Lee, Sungmi & Choi, Yung Kyun, 2019. "Image proximity in advertising appeals: Spatial distance and product types," Journal of Business Research, Elsevier, vol. 99(C), pages 490-497.
    2. Yue Guan & Yong Tan & Qiang Wei & Guoqing Chen, 2023. "When Images Backfire: The Effect of Customer-Generated Images on Product Rating Dynamics," Information Systems Research, INFORMS, vol. 34(4), pages 1641-1663, December.
    3. van Rompay, Thomas J.L. & de Vries, Peter W. & van Venrooij, Xaviera G., 2010. "More than Words: On the Importance of Picture–Text Congruence in the Online Environment," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 22-30.
    4. Thomas Rompay & Marieke Fransen & Bianca Borgelink, 2014. "Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation," Marketing Letters, Springer, vol. 25(4), pages 397-407, December.
    5. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    6. Diandian Xiang & Leinan Zhang & Qiuyan Tao & Yonggui Wang & Shuang Ma, 2019. "Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1046-1063, November.
    7. Machiels, Casparus J.A. & Orth, Ulrich R., 2017. "Verticality in product labels and shelves as a metaphorical cue to quality," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 195-203.
    8. Jung Eun Lee & Songyee Hur & Brandi Watkins, 2018. "Visual communication of luxury fashion brands on social media: effects of visual complexity and brand familiarity," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 449-462, September.
    9. Togawa, Taku & Ishii, Hiroaki & Park, Jaewoo & Roy, Rajat, 2023. "The temperature of newness: How vision–temperature correspondence in advertising influences newness perception and product evaluation," Journal of Business Research, Elsevier, vol. 160(C).
    10. Jasmina Ilicic & Stacey M. Brennan & Alicia Kulczynski, 2021. "Sinfully decadent: priming effects of immoral advertising symbols on indulgence," Marketing Letters, Springer, vol. 32(1), pages 61-73, March.
    11. Abubaker A AB Shaouf, 2018. "Revising the Effects of Online Advertising Attributes on Consumer Processing and Response," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 39-53, March.
    12. Naletelich, Kelly & Paswan, Audhesh K., 2018. "Art infusion in retailing: The effect of art genres," Journal of Business Research, Elsevier, vol. 85(C), pages 514-522.
    13. Mead, James A. & Richerson, Rob & Li, Wenjing, 2020. "Dynamic Right-Slanted Fonts Increase the Effectiveness of Promotional Retail Advertising," Journal of Retailing, Elsevier, vol. 96(2), pages 282-296.
    14. Shunyuan Zhang & Dokyun Lee & Param Vir Singh & Kannan Srinivasan, 2022. "What Makes a Good Image? Airbnb Demand Analytics Leveraging Interpretable Image Features," Management Science, INFORMS, vol. 68(8), pages 5644-5666, August.
    15. Haiyang Huang & Yuanyuan Cai & Lisha Xu, 2021. "Stability or instability: the impact of brand concepts on logo design preferences," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 465-480, September.
    16. Bakar, Abou & Lee, Richard & Rungie, Cam, 2013. "The effects of religious symbols in product packaging on Muslim consumer responses," Australasian marketing journal, Elsevier, vol. 21(3), pages 198-204.
    17. Wang, Kai-Yu & Liang, Minli & Peracchio, Laura A., 2011. "Strategies to offset dissatisfactory product performance: The role of post-purchase marketing," Journal of Business Research, Elsevier, vol. 64(8), pages 809-815, August.
    18. Nima Y. Jalali & Purushottam Papatla, 2016. "The palette that stands out: Color compositions of online curated visual UGC that attracts higher consumer interaction," Quantitative Marketing and Economics (QME), Springer, vol. 14(4), pages 353-384, December.

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