Abstract
Previous research has focused on the content differences of functional versus experiential advertisements. The current research instead investigates graphic-design differences. The authors first conducted an observational study to observe graphicdesign differences in real-life functional and experiential advertisements. Afterwards, they experimentally investigated how the effectiveness of functional and experiential advertisements might be enhanced through two key graphic-design elements: color (in terms of evoked emotions: pleasure, arousal, dominance) and design complexity. The authors’ findings provide guidance to advertising designers for matching content graphics with design elements.
- advertisement
- experiential advertisement
- PAD emotion
- design complexity
- affect infusion
- processing fluency
- Received February 16, 2022.
- Received (in revised form) October 25, 2022.
- Accepted October 26, 2022.
- Copyright © 2023 ARF. All rights reserved.
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Vol 63 Issue 1
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- RESEARCH PROGRAM AND OBJECTIVES
- CONCEPTUAL BACKGROUND AND DEVELOPMENT OF THE HYPOTHESES
- OVERVIEW OF STUDIES
- STUDY 1: AN OBSERVATION
- STUDY 2: EXPERIMENTAL STUDIES
- STUDY 2A: EXPERIMENT ON COLOR PLEASURE
- STUDY 2B: EXPERIMENT ON COLOR AROUSAL
- STUDY 2C: EXPERIMENT ON COLOR DOMINANCE Methodology
- STUDY 2D: EXPERIMENT ON DESIGN COMPLEXITY
- GENERAL DISCUSSION
- APPENDIX A Observational Study
- Appendix B Experiments
- REFERENCES
- Figures & Data
- Info