The Brand Communication Effects of Using a Headline to Prompt the Key Benefit in Ads With Pictorial Metaphors
2012 (English)In: Journal of Advertising, ISSN 0091-3367, E-ISSN 1557-7805, Vol. 41, no 2, 67-75 p.Article in journal (Refereed) Published
This study investigated the differential effects of adding an explanatory headline to ads with a pictorial metaphor on brand communication effects. An experimental study compared the effects of adding a moderate headline, which gives a clue to the ad's message, or a complete headline, which clearly spells out the ad's message, to an ad without a headline. Results show that a complete headline leads to more positive brand communication effects than a moderate headline or no headline at all. A complete headline results in stronger brand beliefs about the key benefit conveyed by the pictorial metaphor, which in turn leads to a more positive brand attitude
Place, publisher, year, edition, pages
2012. Vol. 41, no 2, 67-75 p.
IdentifiersURN: urn:nbn:se:su:diva-83194DOI: 10.2753/JOA0091-3367410205OAI: oai:DiVA.org:su-83194DiVA: diva2:574348