The Stopping Power Of Advertising Measures And Effects Of A Visual Complexity

2570 words - 11 pages

Report: The stopping Power of Advertising Measures and Effects of a Visual Complexity
Rik Pieters, Michel Wedel, Rajeev Batra (2010)

Index

1. Introduction 2
2. Starting Point 3
3. Feature Complexity 3
4. Design Complexity 4
5. Brand Identification Difficulty 5
6. Hypotheses 5
7. Data and Analysis 6
8. Results 7
8.1. Effects on Attention to Advertising 7
8.2. Effect on Ad Comprehensibility and Attitude Toward the Ad 7
9. Main Conclusions 8
10. Bibliography 9











Introduction

As the world is getting more competitive over the years, companies are using advertising as part of a marketing program to boost sales ...view middle of the document...

There are two main schools of knowledge on this subject. Aitchinson (1999) and Book and Schink (1997) advocate simplicity and that advertising should be all about clean and simple points, “clutter-free design”. The reason is that complexity is harmful for advertisement since it will make people care less about to the brand and its respective message. Therefore, it can be concluded that simple advertisements will ease the recall of the brand and the comprehension of the message
On the other hand, there are authors who favor ads as a mess (in the good sense of the word), meaning complexity would be a positive influence in its effectiveness. According to Chamblee Nelson, Tan Putrevu, and Lord, (Chamblee Nelson et al.,
1993; Putrevu, Tan, and Lord, 2004), complexity will make costumers’ rhythm slower, and as a consequence the consumer pays more attention to the message in a sort of challenging way.
Once more, the authors distinguish two types of visual complexity: feature complexity – “Advertisements are visually complex when they contain dense perceptual features.” and Design complexity - “when they have an elaborate creative design“.
According to some academic research “the effect on advertising depends on the match between processing resources available to the consumer and those demanded by advertising”. Design complexity also helps advertising attention and likability while feature complexity damages it. .
Feature Complexity

As mentioned before, visual complexity concerns two other different concepts: feature and design. The first one damages advertisement, while the second one beneficiates it.
When mentioned, feature complexity highlights the detail and variation in the basic features of an advertisement such as colors, patterns, luminance and edges. The More variation in features the more complex images are.
In a computer image of an advertisement, the complexity is reflected in variation with the level of pixels. The more variation in the features, the more computer memory is needed to store an image. Following this thought, a new convenient measure of feature complexity will be available.
Design Complexity

Regarding design complexity, this concept will lean on the structured variation in terms of specific shapes and objects with some arrangements in the advertisements. Decisions about the design complexity are under direct control of advertisement agencies.
For this matter, several principles have been proposed: asymmetry in the shapes increases complexity, Attneave (1954); dissimilarity between objects in shape, color and size increase complexity, Wertheimer (1992); and other authors even claim that the number or amount of detail and irregularity in the images increases also complexity.
However, and with several contributions, the author identifies six general principles of design complexity:
I. Quantity of objects: the design complexity is higher when advertisements contain more objects;
II....

Other Papers Like The Stopping Power of Advertising Measures and Effects of a Visual Complexity

The Pleasures of Visual Culture Essay

1733 words - 7 pages The Pleasures Of Visual Culture. In this essay I will be analysing the pleasures of visual culture, focusing on a paragraph concerning ‘Horror and suffering in art’ and using the 1994 Alex Proyas film ‘The Crow’ (see Appendix 1) to give examples of my points. Before I begin analysing the film I will first be looking at explanations of the terms ‘visual culture’, ‘aesthetic pleasure’ and ‘catharsis’. (Walker & Chaplin, 1997) Visual culture

The “Art” of Comfort Theory and Its Visual Representation

1011 words - 5 pages The “Art” of Comfort Theory and Its Visual Representation Jessica Doronila New Jersey City University The “Art” of Comfort Theory and Its Visual Representation The art of nursing is the intentional creative use of oneself, based upon skill and expertise, to transmit emotion and meaning to another. It is a process that is subjective and requires interpretation, sensitivity, imagination, and active participation (Rodgers, B.L., 2006). To

The Effects of Power and Politics on Goals in General Control Systems

936 words - 4 pages The Effects of Power and Politics on Goals in General Control Systems Introduction The organization that I am applying my analysis on is General Control System (GCS) Corporation. GCS is a large company specialized in the field of engineering control system services. It supplies many governmental and private organizations with computerized control system and provide technical support and maintenance services. The company has ten departments

New Financial And Statistical Measures To Monitor The Success Of Ge

4330 words - 18 pages New Financial and Statistical Measures to Monitor The Success of GE To :     The Board of Directors, GENERAL ELECTRIC COMPANY Subject : NEW FINANCIAL AND STATISTICAL MEASURES TO MONITOR      THE SUCCESS OF GENERAL ELECTRIC COMPANY      After Mr. Weltch announced my new assignment, I pondered how I could go about guaranteeing the best possible result: a creditable and

A Brief Look at the Causes and Effects of Cancer

1384 words - 6 pages A Brief Look at the Causes and Effects of Cancer It is one of the most dreaded and fatal diseases of the modern world. While there is extensive research on the illness, there is no known cure for all its forms. It can appear without warning and by the time it is diagnosed, it may already be too late. As long ago as 400 B.C., “Hippocrates is said to have named masses of cancerous cells karkinos — Greek for crab” (“Origin Of The Word â

Yawning: The Power Of A Single Word

1265 words - 6 pages to the intriguing phenomenon of yawning. The concept of yawning can be broken down into many parts, such as the reasons why we yawn, why it is so contagious, and how it benefits the body. You now know that it is only a misconception that we yawn when we are bored or uninterested, no matter how boring your mom’s lecture may be. The next time you are on the phone with a friend and you catch yourself yawning, it is most likely not because you are bored of the conversation. The power of a yawn just may be the secret to keeping you and your brain in peak form.

Influence of Visual Media

691 words - 3 pages the time to actually enjoy a drama or comedy through reading, even looking for information. Back in the day children didn’t have TV’s, so they would spend a lot of their time outside playing and being active. In today’s younger generation, the children rather be in the house and play video games or watch shows on TV than go outside and play with friends. The social influences of visual entertainment media have been more negative than positive. For

Journey of Visual Culture

603 words - 3 pages Journal of Visual Culture Murray Thesis: • Social use of digital photography signals a shift in the engagement with the everyday image (less about special/rarefied moments of domestic living, more about immediate/fleeting display/collection of discovery and framing of the small/mundane) • Photography no longer embalmer of time but more alive/immediate/transitory practice/form • Everyday image becomes something that even the amateur

The Impact Of Morality, Religion, And Law Upon Advertising

5355 words - 22 pages ," and on the desired status of women." is advertising a mirror of society" that simply reflects the various roles of modern women-including those of wife, mother, and homemaker? Or is its true but hidden purpose that of keeping men in power"? These ideological issues match the broader contemporary concerns about racism and other forms of discrimination and disparagement, and they raise important questions about the impact of

Athens and Forest Reading Through a Midsummer Night’s Dream, Written by William Shakespeare, It Is Easy to Find Out That the Play Can Be Separated by Two Sides Generally. One of Them Is Near World,...

764 words - 4 pages Athens and Forest Reading through A Midsummer Night’s Dream, written by William Shakespeare, it is easy to find out that the play can be separated by two sides generally. One of them is near world, represents complexity, statutory and fact. The other one is mystical kingdom, represents simplicity, freedom and dream. William Shakespeare uses antithesis to point out the differences from near world and mystical kingdom. The first thing, there

The Power and Meaning of “Girl Watching"

711 words - 3 pages The Power and Meaning of “Girl Watching" The concept of “Girl Watching” caught my eye right away. Most men do this even though they might not admit it. It has become a part of our culture that is easy to subject ourselves to and act upon without thinking. Most women would call this sexual harassment, but there are some women who think it’s just the way guys are. Technically they are right. Guys are this way, but they don’t have to

Related Essays

The Competitive Effects Of Advertising Essay

886 words - 4 pages “The Competitive Effects of Advertising in the US Automobile Industry, - Greuner, Kamerschen and Klein “Organizational or Frictional Equilibria, X-Efficiency, and the Rate of Innovation.” The Quarterly Journal of Economics Leibenstein “X-Inefficiency Xists-Reply to an Xorcist” American Economic Review Leibenstein Introduction paper 1: Is advertising anticompetitive? Some economists argue that advertising performs a useful social

The Influence Of Advertising On Society And The Power Of Effective Commercial

2367 words - 10 pages based on information of two types such as objective evidence and what they think other people think as Sergio Zyman said in his book "The end of advertisement as we know it".There are also those who believe that advertising is a powerful, with a mechanism that is unconscious and subliminal and its effects are not open for introspection. It also called the power of twenty fifth shot. Every reel of film contains of twenty five shots. When you

The Genocide Convention: Effectiveness Of Punitive And Interventional Measures

3585 words - 15 pages superiority in genocide, and certain forms of totalitarian centralized and terroristic governments’, a theory which appears particularly relevant with respect to the Jewish Holocaust. Gouldner (in Kuper 1981, p.326) offers a Marxist interpretation which ‘combines theories of class conflict, and of internal colonialism, between an urban-centred Bolshevik power elite and a largely rural society, to explain the liquidation of kulaks and other

Complexity Of Human Cell Essay

553 words - 3 pages Assignment on Complexity of Human Cell The universe is alive with movement: moons rotating around planets, planets orbiting stars, gaseous rings rotating and expanding, meteors and comets soaring through space at great speeds; and all the while the entire universe are expanding at an accelerated rate. Thankfully for us, it is not a dance of chaos; gravity governs the dance, allowing stars, planets and moons to move coherently to one another. In