The value of relevancy in advertisement illustrations

Abstract

Investigates the value of relevancy in the illustration of the advertisements in the average non-trade, non-professional magazine. Full page advertisements were selected from issues of two magazines and inserted into a test magazine. University students and farm women were asked to look at the magazine for five to seven minutes. Advertisements containing relevant illustrations were remembered nearly ten times as often as advertisements with irrelevant cuts. Other well known facts of the psychology of advertising, such as the influence of the size of advertisements, the frequency of their appearance, the intensity contrast of their illustrations, the surrounding reading matter and the like, were confirmed by the results. No significant differences were found between the two groups of Ss. (PsycInfo Database Record (c) 2023 APA, all rights reserved)