Pictures In Words Or Words In Pictures? New Insights From Indian Print Advertising Research

This paper attempts to explore the impact of pictures on the accompanying verbal information in print advertisements for high-imagery and low-imagery copy, and for high-involvement and low-involvement products.

Pictures in Words or Words in Pictures? New Insights From Indian Print Advertising Research

Avinandan MukherjeeIndian Institute of Management

Introduction

The question that research needs to address is whether an advertisement copy may substitute...