Visual elements are one of the first elements that can make consumers give attention to an advertisement. In addition, visual elements also play the central role independently. However, visual elements have been considered as the secondary factor to v...
Visual elements are one of the first elements that can make consumers give attention to an advertisement. In addition, visual elements also play the central role independently. However, visual elements have been considered as the secondary factor to verbal elements in advertising. In other words, advertising effects of visual elements were just considered in terms of its supporting role for processing the verbal elements in advertising. Therefore, this study tried to identify the advertising effects of visual elements to the exclusion of verbal elements.
This study focused on incongruity in order to expand the expression method of visual elements. Previous studies on incongruity defined relevancy in terms of verbal aspect. On the other hand, those studies also defined expectancy in terms of visual aspect. Further, previous studies also explained incongruity effect based on the interaction
between the two aspects, relevancy and expectancy. This study assumed that the advertising effect of visual elements could be verified by controlling relevancy and expectancy of visual elements. For this objective, this study conducted a series of experiments with relevancy and expectancy as the independent variables as well as the amount of cognition and attitude toward the advertisement as dependent variables. In this process, this study classified relevancy into the two concepts “brand-consumer relevancy” and “ad-brand relevancy.”
The results showed that the level of attitude toward the advertisement with incongruity was higher in case that the level of “brand-consumer relevancy” was high. This results corresponded to the study of Heckler and Childers (1992). This indicates that “brand- consumer relevancy” affects consumers for interpreting the incongruent visual images of the advertisement. On the other hand, attitude toward the advertisement with congruity was higher than that with incongruity in case that the level of “brand-consumer relevancy” was high. However, attitude toward the advertisement with incongruity was higher in case that the level of “brand-consumer relevancy” was low. This results comes from the assumption that “ad-brand relevancy” was not a direct factor to make consumer perceive the advertisement. All these results imply that there can be differences in advertising effect according to relevancy and expectancy of the advertisement.
This study identified the differences in advertising effects only focusing on relevancy and expectancy of visual elements. Furthermore, this study provided a new standard of incongruity by suggesting the two concepts of relevancy (ad -brand relevancy and brand-consumer relevancy). Finally, the results of this study will contribute to expanding the roles of visual elements in various types of advertising media.