Changes in Advertising's Language? A Content Analysis of Developments in Print Advertisements Between 1980--2000

Gisbergen, Marnix van

doi:10.1037/e347852004-001

Cited by 5 publications

(4 citation statements)

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“…A number of researchers have noted an increase in the elements that tend to go with openness. For instance, Berger (2001), Kroeber-Riel and Esch (2001) and Warlaumont (1995) noticed an increase in visual prominence, Forceville (1996) and Scott (1994) observed an increase in rhetorical figures, Phillips and McQuarrie (2002) showed a decrease in anchoring copy used in visual metaphor ads, and-in a more direct assessment of the prevalence of open ads-Van Gisbergen, Ketelaar and Beentjes (2004) detected an increase in ads with minimal guidance from 1% in 1980 to 13% in 2000.…”

Section: Paul E Ketelaar Mamix S Van Gisbergen Jan Am Bosman and Hans...mentioning

confidence: 99%

Attention for Open and Closed Advertisements

Ketelaar

Gisbergen

Bosman

et al. 2008

Journal of Current Issues & Research in Advertising

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Section: Paul E Ketelaar Mamix S Van Gisbergen Jan Am Bosman and Hans...mentioning

confidence: 99%

Attention for Open and Closed Advertisements

Ketelaar

Gisbergen

Bosman

et al. 2008

Journal of Current Issues & Research in Advertising

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“…Contemporary print advertising is distinctive in its reliance on the persuasiveness of pictures (McQuarrie, 2007). Pictures have come to occupy an increasingly large portion of the typical magazine or newspaper advertisement (ad), and almost every print ad contains a picture (van Gisbergen, Ketelaar, & Beentjes, 2004). This reliance is justified given the variety of ways in which pictorial stimuli have been shown to facilitate persuasion and improve related consumer responses (Edell & Staelin, 1983).…”

Section: Introductionmentioning

confidence: 99%

Show me the product, show me the model: Effect of picture type on attitudes toward advertising

Aydinoglu

Cian

2014

J Consum Psychol

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We suggest that a consideration of consumer self‐evaluations is fundamental to understanding the conditions under which it is more advantageous to present person or product pictures in print advertisements. We build on the basic human motives of self‐enhancement and self‐verification to propose that the specific self‐esteem level of consumers, in the domain relevant for the category, differentially affects their responses to picture type. Specifically, for consumers with low (high) domain‐specific self‐esteem, depicting a product (person) in the advertisement enhances attitudes toward the advertisement more than depicting a person (product). In two studies, we demonstrate the proposed matching relationships using two different domains of consumer self‐evaluation: appearance self‐esteem and academic self‐esteem. We also show that increased and more fluent generation of self‐related mental imagery drives the observed improvement in attitudes toward the advertisement. Our findings suggest direct implications for advertising design.

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“…Forceville (1996) and Scott (1994) observed an increase in rhetorical figures, particularly those that require closure. Dingena (1994) and Phillips and McQuarrie (2002) showed an increase of rhetorical figures requiring closure, and a decline in verbal anchoring, and Van Gisbergen, Ketelaar, and Beentjes (2004) detected an increase in all mentioned indicators of openness for all the product types covered in their study (automobiles, food and beverages, service companies, and electrical products). Some authors have claim that the trend towards openness concerns specific brands in the fashion and perfume branch like Calvin Klein, Diesel and Benetton, and brands in the car branch like Mitsubishi, Toyota, Mercedes, Lexus and Volkswagen (Boutlis 2000;Schreurs 2001;Warlaumont 1995).…”

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confidence: 96%

The Effects of Openness on Attitude toward the Ad, Attitude toward the Brand, and Brand Beliefs in Dutch Magazine Ads

Ketelaar

Gisbergen

Bosman

et al. 2010

Journal of Current Issues & Research in Advertising

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In recent decades, magazine advertisers have used an increasing number of open ads. Open ads do not guide consumers towards a specific interpretation as traditional ads do, and they require more effort to decipher. An experiment was carried out to determine the effects of ad openness on the attitude towards the ad, brand beliefs, the attitude towards the brand, and the moderating role of ease of comprehension on the attitude towards the ad. We also assessed the effects of openness in relation to an individual's need for cognition. As expected, openness was found to have an overall negative effect on the attitude towards the ad, brand beliefs, and the attitude towards the brand. The negative effect of openness was related to the difficulty participants experience searching for an interpretation. Contrary to expectations, however, need for cognition did not moderate the effects of openness on the attitude towards the ad and the ability to interpret open ads.

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Changes in Advertising's Language? A Content Analysis of Developments in Print Advertisements Between 1980--2000

Cited by 5 publications

References 0 publications

Attention for Open and Closed Advertisements

Attention for Open and Closed Advertisements

Show me the product, show me the model: Effect of picture type on attitudes toward advertising

The Effects of Openness on Attitude toward the Ad, Attitude toward the Brand, and Brand Beliefs in Dutch Magazine Ads

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