How verbal text guides the interpretation of advertisement images: a predictive typology of verbal anchoring

Abstract

One of the key functions of verbal text in modern advertising is to anchor (i.e., constrain) the meaning of the accompanying image, thereby leading the audience toward a preferred interpretation. However, despite the importance of verbal anchoring, there is limited understanding of the various forms it can take and the related effects on audience responses. To address this gap, we propose a new typology that distinguishes verbal anchoring based on the underlying sense-giving strategy and degree of completeness. We then delineate a set of empirically testable predictions on how these verbal anchoring types may influence information processing and subsequent persuasion. The article concludes by discussing the contributions of the typology to communication research and by suggesting new avenues for future studies.