Abstract
The general aim of this research is to address the importance of considering visual artistic imagery in engaging consumers for persuasion effects. In this study, I present properties of visual images crucial for aesthetic value and possible modes of engagement with artistic advertisements. I argue that both a visual rhetorical figure and a high sensory quality function to “make the familiar strange” and to engage recipients in the ad. The communicative effectiveness is tested through the experience of pleasure, immersion, narrative transportation, ad experience (involving sensory, cognitive and affective elaboration) and personal involvement. The results of the experiment show that a visual rhetorical figure and a high sensory quality of an ad influence communicative effectiveness of picture-based artistic advertisement. Plausibly, by making familiar strange, artistic ads become effective communicative tools, as they give an opportunity to engage with an ad in different ways and boost ad experience. It seems also that using artistic ads can be particularly effective in communicating brand personality. This research advances the theory and practice of communicative effectiveness of picture-based artistic advertisements.
References
Albin, K. (2000). Reklama: przekaz, odbiór, interpretacja. Wydawnictwo Naukowe PWN, Warszawa.Search in Google Scholar
Alousque, I.N. (2015). Determining the rhetorical nature of visuals in advertising. Procedia Soc. Behav. Sci. 173: 234–240, https://doi.org/10.1016/j.sbspro.2015.02.058.Search in Google Scholar
Ang, S.H. and Low, S.Y. (2000). Exploring the dimensions of ad creativity. Psychol. Market. 17: 835–854, https://doi.org/10.1002/1520-6793(200010)17:103.0.10.1002/1520-6793(200010)17:10<835::AID-MAR1>3.0.CO;2-#Search in Google Scholar
Arnheim, R. (2011). Percepcja wzrokowa w edukacji. In: Arnheim, R. (Ed.), Myślenie wzrokowe. Wydawnictwo Słowo/Obraz Terytoria, Gdańsk, pp. 345–369.Search in Google Scholar
Bloch, P.H. (1995). Seeking the ideal form: product design and consumer response. J. Market. 59: 16–29, https://doi.org/10.2307/1252116.Search in Google Scholar
Brakus, J.J., Schmitt, B.H., and Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? J. Market. 73: 52–68, https://doi.org/10.1509/jmkg.73.3.52.Search in Google Scholar
Brakus, J.J., Schmitt, B.H., and Zhang, S. (2014). Experiential product attributes and preferences for new products: the role of processing fluency. J. Bus. Res. 67: 2291–2298, https://doi.org/10.1016/j.jbusres.2014.06.017.Search in Google Scholar
Brodie, R.J., Hollebeek, L.D., Juric, B., and Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. J. Serv. Res. 14: 252–271, https://doi.org/10.1177/1094670511411703.Search in Google Scholar
Callister, M.A. and Stern, L.A. (2008). Inspecting the unexpected: schema and the processing of visual deviations. In: McQuarrie, E.F. and Phillips, B.J. (Eds.), Go figure! New directions in advertising rhetoric. M.E. Sharpe, Armonk, pp. 127–156.Search in Google Scholar
Carù, A., and Cova, B. (2006). How to facilitate immersion in a consumption experience: appropriation operations and service elements. J. Consum. Behav. 5: 4–14, https://doi.org/10.1002/cb.30.Search in Google Scholar
Cleff, T., Lin, I.C., and Walter, N. (2014). Can you feel it? The effect of brand experience on brand equity. J. Brand Manag. 11: 7–27.Search in Google Scholar
Deighton, J. (1992). The consumption of performance. J. Consum. Res. 19: 362–272, https://doi.org/10.1086/209307.Search in Google Scholar
Delbaere, M., and McQuarriei Phillips, E.B. (2011). Personification in advertising. J. Advert. 40: 121–130, https://doi.org/10.2753/joa0091-3367400108.Search in Google Scholar
DeRosia, E.D. (2008). Rediscovering theory: integrating ancient hypotheses and modern empirical evidence of the audience-response effects of rhetorical figures. In: McQuarrie, E.F., and Phillips, B.J. (Eds.), Go figure! New directions in advertising rhetoric. M. E. Sharpe, Armonk, pp. 23–50.Search in Google Scholar
Dubé, L., and Bel, J.L. (2003). The content and structure of laypeople’s concept of pleasure. Cognit. Emot. 17: 263–295, https://doi.org/10.1080/02699930302295.Search in Google Scholar
Elkins, J. (1996). The object stares back: on the nature of seeing. Harcourt Brace, San Diego.Search in Google Scholar
Ellis, W.D. (1950). A source book of gestalt psychology. Routledge, London.Search in Google Scholar
Feiereisen, S., Wong, V., and Broderick, A.J. (2008). Analogies and mental simulations in learning for really new products: the role of visual attention. J. Prod. Innovat. Manag. 25: 593–607.10.1111/j.1540-5885.2008.00324.xSearch in Google Scholar
Fornerino, M., Helme-Guizon, A., and Gotteland, D. (2008). Movie consumption experience and immersion: impact on satisfaction. Rech. Appl. Market. 23: 93–110, https://doi.org/10.1177/205157070802300306.Search in Google Scholar
Gkiouzepas, L., and Hogg, M.K. (2011). Articulating a new framework for visual metaphors in advertising. J. Advert. 40: 103–120, https://doi.org/10.2753/joa0091-3367400107.Search in Google Scholar
Green, M.C., and Brock, T.C. (2000). The role of transportation in the persuasiveness of public narratives. J. Pers. Soc. Psychol. 79: 701–721, https://doi.org/10.1037//0022-3514.79.5.701.Search in Google Scholar
Green, M.C. and Brock, T.C. (2007). Perswazyjność utworów narracyjnych. In: Green, M.C. and Brock, T.C. (Eds.), Perswazja. Perspektywa psychologiczna. Wydawnictwa Uniwersytetu Jagiellońskiego, Kraków, pp. 147–181.Search in Google Scholar
Hanich, J., Wagner, V., Shah, M., Jacobsen, T., and Menninghaus, W. (2014). Why we like to watch sad films. The pleasure of being moved in aesthetic experiences. Psychol. Aesthet. Creat. Arts 8: 130–143, https://doi.org/10.1037/a0035690.Search in Google Scholar
Hill, C.A. (2004b). The psychology of rhetorical images. In: Hill, C.A. and Helmers, M. (Eds.), Defining visual rhetoric. Lawrence Erlbaum Associates, Publishers, Mahwah, pp. 25–40.10.4324/9781410609977-6Search in Google Scholar
Huhmann, B., Mothersbaugh, D., and Franke, G. (2002). Rhetorical figures in headings and their effect on text processing: the moderating role of information relevance and text length. IEEE Trans. Prof. Commun. 45: 157–169.10.1109/TPC.2002.801634Search in Google Scholar
Jeong, S.-H. (2008). Visual metaphor in advertising: is the persuasive effect attributable to visual argumentation or metaphorical rhetoric? J. Market. Commun. 14: 59–73, https://doi.org/10.1080/14697010701717488.Search in Google Scholar
Kim, J., Baek, Y., and Choi, Y.H. (2012). The structural effects of metaphor-elicited cognitive and affective elaboration levels on attitude toward the ad. J. Advert. 41: 77–96, https://doi.org/10.2753/joa0091-3367410206.Search in Google Scholar
Konečni, V.J. (2011). Aesthetic trinity theory and the sublime. Philos. Today 55: 64–73, https://doi.org/10.5840/philtoday201155162.Search in Google Scholar
Labarbera, P.A., and Mazursky, D. (1983). A longitudinal assessment of consumer satisfaction/dissatisfaction: the dynamic aspect of the cognitive process. J. Market. Res. 20: 393–404, https://doi.org/10.2307/3151443.Search in Google Scholar
Larsen, V. (2008). What the symbol can’t, the icon can: the indispensable icon/symbol distinction. In: McQuarrie, E.F. and Phillips, B.J. (Eds.), Go figure! New directions in advertising rhetoric. M.E. Sharpe, Armonk, pp. 68–83.Search in Google Scholar
Leder, H., and Nadal, M. (2014). Ten years of a model of aesthetic appreciation and aesthetic judgments: the aesthetic episode – developments and challenges in empirical aesthetics. Br. J. Psychol. 105: 443–464, https://doi.org/10.1111/bjop.12084.Search in Google Scholar
Leder, H., Belke, B., Oeberst, A., and Augustin, D. (2004). A model of aesthetic appreciation and aesthetic judgments. Br. J. Psychol. 95: 489–508, https://doi.org/10.1348/0007126042369811.Search in Google Scholar
MacInnis, D.J., and Price, L.L. (1987). The role of imagery in information processing: review and extensions. J. Consum. Res. 13: 473–491, https://doi.org/10.1086/209082.Search in Google Scholar
Maes, A. and Schilperoord, J. (2008). Classifying visual rhetoric: conceptual and structural heuristics. In: McQuarrie, E.F. and Phillips, B.J. (Eds.), Go figure! New directions in advertising rhetoric. M.E. Sharpe, Armonk, pp. 227–253.Search in Google Scholar
McQuarrie, E.F., and Mick, D.G. (1995). Figures of rhetoric in advertising language. J. Consum. Res. 22: 424–438, https://doi.org/10.1086/209459.Search in Google Scholar
McQuarrie, E.F., and Mick, D.G. (1999). Visual rhetoric in advertising: text‐interpretive, experimental, and reader‐response analyses. J. Consum. Res. 26: 37–54, https://doi.org/10.1086/209549.Search in Google Scholar
McQuarrie, E.F., and Mick, D.G. (2003). Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising. J. Consum. Res. 29: 579–587, https://doi.org/10.1086/346252.Search in Google Scholar
McQuarrie, E.F., and Phillips, B. (2005). Indirect persuasion in advertising: how consumers process metaphors presented in pictures and words. J. Advert. 34: 7–20, https://doi.org/10.1080/00913367.2005.10639188.Search in Google Scholar
Messaris, P. (1997). Visual persuasion. Sage Publications, Thousand Oaks.Search in Google Scholar
Meyers-Levy, J., and Peracchio, L.A. (1995). Understanding the effects of color: how the correspondence between available and required resources affects attitudes. J. Consum. Res. 22: 121–138, https://doi.org/10.1086/209440.Search in Google Scholar
Miall, D.S., and Kuiken, D. (1994). Foregrounding, defamiliarization, and affect: response to literary stories. Poetics 22: 389–407, https://doi.org/10.1016/0304-422x(94)00011-5.Search in Google Scholar
Mukarovsky, J. (2014). Standard language and poetic language. In: Chovanec, J. (Ed.), Chapters from the history of Czech functional linguistics. Masarykova Univerzita, Brno, pp. 41–53.Search in Google Scholar
Orth, U.R., and Malkewitz, K. (2008). Holistic package design and consumer brand impressions. J. Market. 72: 64–81, https://doi.org/10.1509/jmkg.72.3.64.Search in Google Scholar
Ott, B.L. and Dickinson, G. (2009). Visual rhetoric and/as critical pedagogy. In: Lunsford, A.A., Wilson, K.H., and Eberly, R.A. (Eds.), The SAGE handbook of rhetorical studies. SAGE Publications, Thousand Oaks, pp. 391–406.10.4135/9781412982795.n21Search in Google Scholar
Phillips, B., and McQuarrie, E.F. (2004). Beyond visual metaphor: a new typology of visual rhetoric in advertising. Market. Theor. 4: 113–136, https://doi.org/10.1177/1470593104044089.Search in Google Scholar
Phillips, B., and McQuarrie, E.F. (2010). Narrative and persuasion in fashion advertising. J. Consum. Res. 37: 368–392, https://doi.org/10.1086/653087.Search in Google Scholar
Reber, R., Schwarz, N., and Winkielman, P. (2004). Processing fluency and aesthetic pleasure: is beauty in the perceiver’s processing experience? Pers. Soc. Psychol. Rev. 8: 364–382, https://doi.org/10.1207/s15327957pspr0804_3.Search in Google Scholar
Schmitt, B. (1999). Experiential marketing. J. Market. Manag. 15: 53–67, https://doi.org/10.1362/026725799784870496.Search in Google Scholar
Scott, L. (1994). Images in advertising: the need for a theory of visual rhetoric. J. Consum. Res. 21: 252–273, https://doi.org/10.1086/209396.Search in Google Scholar
Sheard, C. (1996). The public value of epideictic rhetoric. Coll. Engl. 58: 765–794, https://doi.org/10.2307/378414.Search in Google Scholar
Smith, K., Mahler, S., Peciña, S., and Berridge, K. (2010). Hedonic hotspots: generating sensory pleasure in the brain. In: Kringelbach, M.L. and Berridge, K.C. (Eds.), Pleasures of the brain. Oxford University Press, New York, pp. 27–49.Search in Google Scholar
Starr, G. (2013). Feeling beauty. The MIT Press, Massachusetts.10.7551/mitpress/9780262019316.001.0001Search in Google Scholar
Strojny, P. and Strojny, A. (2014). Kwestionariusz immersji – polska adaptacja i empiryczna weryfikacja narzędzia. Homo Ludens 1: 171–185.Search in Google Scholar
Toncar, M., and Munch, J. (2001). Consumer responses to tropes in print advertising. J. Advert. 30: 55–65, https://doi.org/10.1080/00913367.2001.10673631.Search in Google Scholar
Wang, J., and Calder, B.J. (2006). Media transportation and advertising. J. Consum. Res. 33: 151–162, https://doi.org/10.1086/506296.Search in Google Scholar
Winkielman, P., Huber, D.E., and Olszanowski, M. (2011). Dynamiczne związki: rola płynności przetwarzania w afekcie i procesach wartościowania. In: Doliński, D. and Błaszczak, W. (Eds.), Dynamika emocji. Wydawnictwo Naukowe PWN, Warszawa, pp. 60–87.Search in Google Scholar
Zaichkowsky, J.L. (1994). The personal involvement inventory: reduction, revision, and application to advertising. J. Advert. 23: 59–70, https://doi.org/10.1080/00913367.1943.10673459.Search in Google Scholar
© 2021 Walter de Gruyter GmbH, Berlin/Boston
Articles in the same Issue
- Frontmatter
- Research Articles
- Artistic imagery in advertising: experiencing advertisements through art
- Visual metaphtonymy in automobile femvertising
- How to have fun with sticks, bowls, and colored water: insights into multimodal signifier operations through Lacan’s four discourses
- Discourses and practices of attention in video chat
- The influence of multimodal textualization in the conversion of semiotic representations in Italian primary school geometry textbooks
- Interactional means of teaming up: enacting the features of contemporary working life in a theater performance
Articles in the same Issue
- Frontmatter
- Research Articles
- Artistic imagery in advertising: experiencing advertisements through art
- Visual metaphtonymy in automobile femvertising
- How to have fun with sticks, bowls, and colored water: insights into multimodal signifier operations through Lacan’s four discourses
- Discourses and practices of attention in video chat
- The influence of multimodal textualization in the conversion of semiotic representations in Italian primary school geometry textbooks
- Interactional means of teaming up: enacting the features of contemporary working life in a theater performance