The Occurrence and Effects of Verbal and Visual Anchoring of Tropes on the Perceived Comprehensibility and Liking of TV Commercials

Enschot, Renske van; Hoeken, Hans

doi:10.1080/00913367.2014.933688

Cited by 29 publications

(13 citation statements)

References 33 publications

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“…Its goal is descriptive: to identify patterns and frequencies of occurrences (Carlson 2008). In advertising research, it is used to document the nature and prevalence of executional formats, rhetorical figures, or message appeals (e.g., van Enschot and Hoeken 2015; Okazaki, Mueller, and Taylor 2010; Roberts and Pettigrew 2007). Many have conducted content analyses of DTC advertisements in magazines (Frosch et al 2007) or websites (Macias and Lewis 2004), but to date no analysis has focused on facial expressions.…”

Section: Study 1: Content Analysismentioning

confidence: 99%

Eye-tracking evidence that happy faces impair verbal message comprehension: the case of health warnings in direct-to-consumer pharmaceutical television commercials

Russell

Swasy

Russell

et al. 2016

International Journal of Advertising

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Risk warning or disclosure information in advertising is only effective in correcting consumers’ judgments if enough cognitive capacity is available to process that information. Hence, comprehension of verbal warnings in TV commercials may suffer if accompanied by positive visual elements. This research addresses this concern about cross-modality interference in the context of direct-to-consumer (DTC) pharmaceutical commercials in the United States by experimentally testing whether positive facial expressions reduce consumers’ understanding of the mandated health warning. A content analysis of a sample of DTC commercials reveals that positive facial expressions are more prevalent during the verbal warning act of the commercials than during the other acts. An eye-tracking experiment conducted with specially produced DTC commercials, which vary the valence of characters’ facial expressions during the health warning, provides evidence that happy faces reduce objective comprehension of the warning.

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Section: Study 1: Content Analysismentioning

confidence: 99%

Eye-tracking evidence that happy faces impair verbal message comprehension: the case of health warnings in direct-to-consumer pharmaceutical television commercials

Russell

Swasy

Russell

et al. 2016

International Journal of Advertising

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show abstract

“…Fourth, in future empirical studies on the role of context theory in comprehension and persuasion, it may be worthwhile to vary the ways in which message comprehension is measured. The present study had an approach taken in a number of other studies (e.g., Le Pair & Van Mulken, 2008;McQuarrie & Mick, 1999, Study 2;Van Enschot & Hoeken, 2015): participants were asked to report the degree to which they understood the message. Next to this measure of perceived comprehension, other useful approaches are to ask participants to select the appropriate meaning among a list of potential meanings (cf.…”

Section: Future Researchmentioning

confidence: 99%

The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking

Hornikx

Pair

2017

Journal of Global Marketing

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According to Hall's context theory, people from different cultures may react differently to complex messages. The current study is the first empirical examination of context theory's role on message comprehension and appreciation. In a comparative survey-based study (N = 289), Belgian and Dutch participants judged 12 complex product advertisements with visual metaphors. As expected by context theory, perceived complexity was lower for Belgian (a higher-context culture) than for Dutch participants (a lower-context culture), and participants'personal context culture score fully accounted for this difference. Similarly, ad liking was higher for Belgian than for Dutch participants, and again, this difference was explained by context score.

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“…Visual metaphors are frequently encountered in both print advertising (Phillips & McQuarrie 2004;Van Enschot et al 2008) andcommercials (Van Enschot &Hoeken 2015). In Figure 7.1 two advertisements can be seen in which a car is compared to a rocket (Figure 7.1a) or to a dolphin (Figure 7.1b).…”

Section: Conceptual Metaphor Theory and The Role Of Conventionalitymentioning

confidence: 99%

Chapter 7. Conventionality in visual metaphor

Hodiamont¹,

Hoeken

Mulken

2018

Visual Metaphor

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The Occurrence and Effects of Verbal and Visual Anchoring of Tropes on the Perceived Comprehensibility and Liking of TV Commercials

Cited by 29 publications

References 33 publications

Eye-tracking evidence that happy faces impair verbal message comprehension: the case of health warnings in direct-to-consumer pharmaceutical television commercials

Eye-tracking evidence that happy faces impair verbal message comprehension: the case of health warnings in direct-to-consumer pharmaceutical television commercials

The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking

Chapter 7. Conventionality in visual metaphor

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