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  • 1986

  • Hirschman, Elizabeth C. (1986): The Effect of Verbal and Pictorial Advertising Stimuli on Aesthetic, Utilitarian and Familiarity Perceptions. In: Journal of Advertising 15 (2), S. 27-34. DOI: 10.1080/00913367.1986.10673002

    Abstract: The study examined perceptions of advertising stimuli presented in an all-verbal or all-visual format. Three response criteria were investigated: utilitarian/rational perceptions, aesthetic/emotional perceptions and familiarity perceptions. Hypotheses that utilitarian/rational perceptions would be associated with all-verbal advertising stimuli and familiarity perceptions would be associated with all-visual advertising stimuli were supported. A third hypothesis that aesthetic/ emotional perceptions would be associated with all-visual advertising stimuli received mixed support.

    Keywords: Bekanntheitsgrad, Emotionserkennung, familiarity, Persuasion, Sprache versus Bildsprache, Utilitarismus Smith
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