Subject Index
 

There has been a growing stream of research focusing on the application of rhetorical figures in advertising. Resonance, a rhetorical figure based on a visual-verbal interaction, is the issue of inter ...

This article discusses how music interacts with visuals to structure attention to ads and improve their effectiveness. Evidence is quoted that music, provided it is appropriate, improves attitudes and ...

In this article, James Aitchison, Managing Editor of WARC.com, reports on the WARC Creativity in Advertising Conference 2008. It covers topics including how to approach creativity, engaging with digit ...

There are two sides to art appreciation, which nowadays involves an increasingly broad section of the population. There is the post-war model of art appreciation as a means of educating the 'masses', ...

This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-dire ...

This article discusses the much-criticised logo for the London 2012 Olympic Games, and argues that while the execution was imperfect, the underlying conception is radical and interesting, and has not ...

Online advertising has experienced phenomenal growth since its inception in 1994. This empirical study investigates the impact of seven creative characteristics of banner ads on the effectiveness of o ...

In a context of overabundant ads and saturated consumers, message format is crucial in developing effective advertising campaigns. In this study, four major format components of print advertisements a ...

The visual strategies employed in top global brands’ local advertising websites were compared between two groups of nations: the Western group, consisting of the US, UK and Germany; and the Eastern gr ...

Charles Young, founder and CEO of Ameritest, revisits the issue of whether fast-paced editing of shots in a TV commercial enhances its effectiveness. Using Millward-Brown and Ameritest pre-testing mea ...

Despite its importance surprisingly little is known about the influence of colour in advertising. This paper studies the effects of the three components of an ad’s colour (hue, saturation and lightnes ...

Chartered psychologist Alan Branthwaite, Ignition Marketing Research, takes a detailed look at the role of the unconscious in how advertisements work. He explains how ads can be effective even when n ...

Describes the 2001 launch campaign for ING as a new financial services brand in the U.S. Illustrates the importance of brand and advertising differentiation to gain attention in a well-established mar ...

Robert Passikoff, president of Brand Keys Inc, argues that marketers should question the value of overhauling their logo, first by asking how much it contributes to brand behaviour. He reports on find ...

In this article, based on a speech to the Business of Marketing Strategy Conference in April 2004, Cheryl Swanson, co-founder of Toniq, describes the evolving visual landscapes of the last 40 years an ...

Discusses design of point of purchase (POP) displays. Describes the design planning process: input from the client, brainstorming, computer rendering to compare alternatives quickly at low cost, in-ho ...

Chuck Young identifies the limitation of language as being one of the biggest barriers to building a global brand. He emphasises the importance of the visual elements when planning international adver ...

Discusses how brands are visually perceived on the Internet - packs, colours, logos, names etc. - and how this differs from the shopper's experience in a real store. Implications are drawn about the w ...

This paper reports findings from a telephone study conducted among agency art directors and copywriters about their attitudes and beliefs about television commercials. The study finds significant diff ...

The author contends that appropriate use of colours in product, pack and advertising design is crucial to brand building - and that it is undervalued in the brand development process. He suggests a m ...

Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer pictures, signific ...

In the 1970s and even in the 1980s the roles of the copywriter and the art director were separate and distinct. An artist was frequently used simply to carry out a copywriter's vision. While exception ...

The authors assert that personality theory can provide useful insights into which visual imagery works best with particular consumers. They use Jung's theory of personality type - especially the clas ...

Confronted with the unavoidable question of finding survival strategies in an intensely competitive market for hospitai services which is characterized by a decreasing number of beds and the danger of ...

Argues that what is most important for communication is not the medium but what the brain perceives. Recent developments in the psychology of perception show why advertisers must be careful of the ima ...

The authors argue for the value of `visual metaphor' compared with direct verbal exposition, and claim that much of the world's most effective advertising has been founded on this approach (some examp ...

Suggests that many TV commercials contain too many short camera shots, which are not easily assimilated, and that persuasion and recall are suffering as a result. A research study is described in whic ...

Critical review of a Campaign supplement, `Design and Art Direction'.

Though extensive work goes into developing new product ideas, less time and consideration is given to getting the concept execution right, despite the risk that a faulty execution can kill a good idea ...

Presents a framework applicable to market communications which concentrates on the message source, with little or no augmentation. Argues that source effects occur through one or more of three process ...