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Title: |The Impact of Verbal Anchoring on Consumer Response to Image Ads. | |
|Author(s): |Phillips, Barbara J. |
|Source: |Journal of Advertising; Spring2000, Vol. 29 Issue 1, p15, 10p, 1 diagram, 3bw |
|Document Type: |Article |
|Subject(s): |ADVERTISING |
| |COMPREHENSION |
| |CONSUMER behavior |
| |CONSUMERS ' preferences |
|Keyword(s): |Visual Images |
| |Media Effects |
| |Headlines |
|Abstract: |Verbal copy is thought to anchor, or help explain, the meanings of complex image ads to |
| |consumers. This study examines the effect of verbal anchoring on consumers ' comprehension and |
| |liking of complex image ads. Explanatory headlines that differed in level of verbal anchoring |
| |were inserted into ads containing pictorial metaphors. Path analysis results indicate that |
| |headlines that provide a clue to the meaning of a pictorial metaphor increase ad liking by |
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