Fashion Advertisements: A Comparison of Viewers' Perceptual and Affective Responses to Illustrated and Photographed Stimuli

Abstract

The perceptual and affective responses of 44 women to actual illustrated and photographed fashion advertisements during focused interviews were explored. Content analysis methods identified categories of response; frequency of response categories for the two media were compared using Fisher's z tests. Significant differences in perceptual responses included greater visual interest created by the use of color in photographs, greater interest in layout and design features of the illustrations, and interest in characteristics of the models in the photographs. Affective response differences included greater preference for photographic advertisements and the garments in them. Contrary to suggestions from professionals in fashion advertising, no significant differences were found in viewers' perceptions of information about the products in the advertisements or perceptions of meaning and aesthetic response.

Exploring consumers' product‐specific colour meanings

“…Several studies acknowledge that colours have an impact on various consumer issues. The majority of prior colour studies with marketing implications have focused on advertisements (Chamblee and Sandler, 1992; Gorn et al , 1997; Greer and Lohtia, 1994; Huang, 1993; Kaufman‐Scarborough, 2001; Kimle and Fiore, 1992; Kirmani, 1997; Lee and Barnes, 1990; Meyers‐Levy and Peracchio, 1995). Other colour studies have centred on colours and international branding (Grimes and Doole, 1998), colour associations and preferences across cultures (Jacobs et al , 1991; Madden et al , 2000), the impact of colours in retail shops (Babin et al , 2003; Belizzi and Hite, 1992), product colours and gender (Funk and Ndubisi, 2006), the role of food colours on the perception of flavour (Garber et al , 2000b), the effect of background colour on product attitudes (Middlestadt, 1990), and lately, the impact of the colours of web sites (Gorn et al , 2004; Mandel and Johnson, 2002; Nitse et al , 2004).…”

Towards a Psychology of Photography: Dimensions Underlying Aesthetic Appeal of Photographs

“…This is well demonstrated by the steady increase in the use of photographs in fashion advertisements throughout the twentieth century, on the expense of illustrations (cf. Kimle & Fiore, 1992; Ruiz, Conde, & Torres, 2005). With this follows a need to understand the psychology of photography: photographs' effects on people and potential for communication.…”

Arthritis websites — Deconstructing the messages to identify strong versus weak performers

“…Some studies, however, did not find a significant relation between respondent interest level and the specific information portrayed in the visuals. 31 The data from this study suggest quite clearly that visuals generally played a modest role in the respondents' acceptance or interest in the concepts. Visuals may play a role in actual advertising, but it is hard to see from these data how visuals have any more effect than text elements.…”