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Cognigraphic Analysis of Headline Impact on Advertising Recall

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  • Yoo-Kyung Kim

Abstract

Cognigraphics analysis is designed to break down ideas (e.g. sentences, pictures, messages or ads) into their elemental components. These components are operationalized as objects, attributes and relationships (spatial or temporal) among objects and elements. Findings indicate that (a) ads with headlines focusing on either the consumer or the brand obtain higher recall than those focusing on both the consumer and the brand, and (b) headlines with either spatial or temporal elements obtained higher recall than those with both spatial and temporal elements.

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  • Yoo-Kyung Kim, 1999. "Cognigraphic Analysis of Headline Impact on Advertising Recall," International Area Studies Review, Center for International Area Studies, Hankuk University of Foreign Studies, vol. 2(1), pages 175-188, March.
    • Handle: RePEc:sae:intare:v:2:y:1999:i:1:p:175-188
    DOI: 10.1177/223386599900200108
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    1. Edell, Julie E & Staelin, Richard, 1983. "The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 45-61, June.
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