Hello Tracey,

I am working on emotional appeals within advertsements and I can relate a bit to this question.

Emotional advertising strategy as being descibed as a creative effort to attract consumers' attention and images are very powerful in doing this. The position of the camera, photoshop effects and the model, may be a smiling baby could capture consumers' attention. (find attached some examples).

Hope this help.

Thanks for this insight Emmanuel, was wondering would you know whether advertising is more effective when they increase our emotional enhance memory when it is positive?

So, would you say typographic imagery is more effective than pictorial imagery which require a thousand words and rely upon the image and concept connecting to be effective communicators.

No, you might not be able to reach such conclusion because the interpretation and perception of those images vary from individual and culture which makes it subjective.

If I don't like snakes and I see an advert featuring snakes, I might not find it attractive but repulsive instead, so to ME, that was not an effective advertisement.

Also, some might see typographic imagery too complex to understand, as they read the words around forming those images and they loose interest while some may find it interesting and they interact with it, making it more effective.

So from my own understanding of images, I may find pictorial imagery more effective to enhance my memory about a product.

Typography in print advertising is more effective that pictorial images, it allows a more smoother, eloquent and complete course of information with no ambush of millions of concepts. This approach to design is much simpler, with a greater positive reaction from the audience with a strong typographically composition drawing focus to the onlooker. Typography can redirect our perception of a fulfilling life with clear, focused ideas by eradicating the confusion of wayward ideas projected in pictorial images.

Good point. So is it the individual response to an image the determinant for effective advertising? Though you found the advertising repulsive would you say it was still effective but 'negatively so' therefore you might not retain such image/information in your long term memory but instead it could be stored in short term memory because it evoked some negative emotions.

Hi Tracey,

Interesting words about Typography in print advertisement. Are they your words?

I think I will agree with you on the second point around individual response to advertisement. Though I found the advertisement repulsive, I might retain the image in my memory but not necessarily patronise the brand.

This leads to the concept of attitude to advert Aad and Attitude to Brand Ab. If I have a negative attitude to the advert, I might still have a positive attitude to the brand because I need it.

Example, I have a positive attitude to the Jack Daniel's advert I see on the Underground, I love their stories but its a negative attitude to the Brand because I don’t drink.

So therefore, the overall reception of an advertisement will make it effective. If 1000 people liked the advertisement and buys the product, 1 person boycotting it doesn’t mean the advertisement is not overall success, even though one person never liked it.

I read an article arguing in favour for typographic imagery being more effective that pictorial imagery and to some extend I would agree.

Hello Tracey,

Trust you are doing great. Can you please provide a link for the article.

I will like to indulge myself:-)