Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, and Nicole Mack, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 397-413
This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug.
Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.
Hugging, kissing and holding hands are all a no-no in the physical world now, as people keep their distance to prevent further spread of the coronavirus, habits that appear to be spilling over into digital advertising imagery.
Brands assets come in various forms but it is those visual assets owned by the brand itself that are most likely to be strongly linked to ‘effective branded attention’ in creative, new research suggests.
Print advertising that includes faces, or images that could be interpreted as faces, tends to be more preferred by consumers than ads that do not have this feature, according to a study published in the Journal of Advertising Research (JAR).
Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 219-231
This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.
Nick Gadsby, ESOMAR Conference papers, Global Qualitative, November 2017
Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.