Journal of Statistics and Management Systems

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The Effect of Advertising using Advertising

Appeals, Pictures and Product Categories

Yang-Chu Lin, Yi-Chih Lee & Nu-Ting Lin

To cite this article: Yang-Chu Lin, Yi-Chih Lee & Nu-Ting Lin (2014) The Effect of Advertising
using Advertising Appeals, Pictures and Product Categories, Journal of Statistics and
Management Systems, 17:1, 71-96, DOI: 10.1080/09720510.2013.867716

To link to this article: https://doi.org/10.1080/09720510.2013.867716

Published online: 04 Jun 2014.

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The Effect of Advertising using Advertising Appeals, Pictures and
Product Categories

Yang-Chu Lin 1
Yi-Chih Lee 2, *
Nu-Ting Lin 1
1 Departmentof Business Administration
Soochow University
Taiwan, R.O.C.
2 Department of International Business
Chien Hsin University of Science and Technology
No. 229, Jianxing Road
Zhongli City, Taoyuan County 320
Taiwan, R.O.C.

Abstract
Advertising is a common method among marketing strategies. This study used an
experimental design to investigate rational and emotional types of advertising appeals.
The physical presentation and visualization types of pictures were treated as independent
variables, while search products and experience products were treated as mediating vari-
ables. A total of eight experiment groups were used for empirical study in order to explore
how these variables affect advertising effect. The results showed that advertising appeals had
a significant effect on advertising effect, and that emotional appeals would result in higher
advertising recall rates than those caused by rational appeals. There were interaction effects
between product type and advertising appeals, as well as between product type and picture
type. Search products matched with rational appeals resulted in better advertising attitude
and brand attitude, and those matched with physical presentation images resulted in better
purchase intention. Experience products matched with emotional appeals resulted in better
advertising recall rates, advertising attitude, and brand attitude, while those matched with
visualization images resulted in a better advertising recall rate. There were also interaction
effects among product type, advertising appeals, and picture type. The two product types
matched with emotional appeals and visualization images both resulted in a higher adver-
tising recall rate. In addition, search products matched with rational appeals and physical

*E-mail: lyc6115@ms61.hinet.net (Corresponding author)

Journal of Statistics & Management Systems

Vol. 17 (2014), No. 1, pp. 71–96
©
72 Y. C. LIN, Y. C. LEE AND N. T. LIN

presentation images resulted in better advertising attitude, brand attitude, and purchase
intention, while experience products matched with emotional appeals and visualization im-
ages resulted in better advertising attitude.

Keywords: Advertising Appeals, Pictures, Product Categories

1. Introduction
Advertising is the most common strategy used to sell products.
Advertising conveys information and creates attitudes beneficial toward
advertisers, which in turn causes consumers to take some action. In mod-
ernized societies, when people purchase products they not only pursue
functional usage but also emphasize the emotional aspect and the signif-
icance of the products’ symbols. Fundamentally, rationality is based on
utilitarian needs, while emotionality arises from social needs or psycho-
logical needs [1]. In Emotional Branding, the author used an article from
the New York Times to display the evolution in consumption attitudes be-
tween the past to now, stating: “In the last fifty years, the economic foun-
dation has changed from the product to consumers as a market concept – a
conversion from rationality to desire: objective->subjective->psychological
aspects.” The article also suggests that product emotional appeals, as well
as the distribution and sales system, are sufficient to move the ultimate
purchasing choices of consumers. Based on the studies of past scholars,
Simon (1971) suggested that product types will affect the adoption of ad-
vertising appeal, and only when one understands different product char-
acteristics and uses the most suitable advertising appeal can advertising
effect be realized [2].
Coulson (1989) found that the advertising effects of rational appeals
are better than those of emotional appeals, because rational appeals can
clearly and directly provide information relating to the product itself, so
they can better elicit consumption preferences that result in better pur-
chase intention[3]. Zinkhan, Johnson, and Zinkhan (1992) suggested that
adopting rational appeal advertising that focuses on providing informa-
tion and services can produce better advertising effect than can emotional
appeals[4]. However, other scholars have proposed different conclusions.
Page, Thorson and Heide (1990) indicated that emotional appeal adver-
tisements that elicit feelings or emotions can better produce positive con-
sumer responses about products, and that the recall rate is also better [5].
Thus, have consumer responses to product advertising appeals changed?
EFFECT OF ADVERTISING 73

Under different different product types, what kinds of advertising appeals

should be used by advertisers to attract consumer attention and consumer
purchases? These questions were the root of what this study wished to
explore.
With the current explosion of consumption information, an
impressive advertisement will tend to greatly enhance the desirability
of a product. In a good advertisement, creative expression strategies can
be conveyed through images, pictures, text and colors, while at the same
time, creative abstract ideas can be concretized and expressed using text,
pictures and semantics that are acceptable to the reader. In studies on ad-
vertising, the most common classification of advertising content has been
based on whether it is verbal or visual. For graphic advertising, text with-
out images will reduce the level of physical and visual persuasion in the
readers, while images without text will increase the level of uncertainty
in the readers during the process of encoding and decoding, resulting in
technical gaps. Thus, advertising in rational appeals and emotional ap-
peals both require beautiful images along with appropriate text to suit-
ably convey the complete message that advertisers seek to convey to their
consumers.
Different advertising focuses and appeals will produce differences in
the recall rate for visual or text information, and product types will have
different influences on the advertising effect [6]. Past studies have either
focused on television commercials or have lacked the concept of advertis-
ing appeal and only focused on the product type itself. This study focused
on graphic advertising, in order to explore how different advertising copy
appeals that contain different image types and product types influence the
advertising effect, in order to serve as a reference for advertisers in estab-
lishing advertising strategies.

2. Literature Review
2.1. Advertising message appeal
Hotchkiss (1949) proposed the concepts of emotional appeal, rational
appeal, and curiosity appeal, and the two types that are still widely used
by scholars today are rational appeals and emotional appeals [7]. Rational
appeal strategies in advertising are a kind of penetrative strategy that use
logical thinking and benefits as an appeal in an attempt to influence the
cognition and behavior of consumers. Conversely, emotional appeals in
advertising are a strategy that moves an individual’s emotions and feel-
ings, and one that appeals to human nature in an attempt to affect the
74 Y. C. LIN, Y. C. LEE AND N. T. LIN

emotional attitudes of consumers [1]. According to Belch and Belch (1998),

the appeal is defined as a message attempt that is used to directly commu-
nicate with consumers [8]. The communication messages use the charac-
teristics and benefits that come from the usage of product or service or in
the product itself as the main message. Thus, rational appeal is considered
a part of advertising message strategy.
The purpose of emotional appeals is to guide consumers in form-
ing strong feelings and to use brand image to establish product differen-
tiation. The primary characteristics of emotional appeals are humanistic
advertisements, personnel contact, warm feelings, and gently touching
the consumers’ hearts. The persuasive process uses emotional appeal to
promote positive feelings regarding advertisements and encourage con-
sumers to buy the product due to a preference for the advertisements.
When people feel positive about a certain thing, they will naturally think
that it is a good thing, and they will have positive attitudes. If they think
that an advertisement is good, they will also feel positively about what it
recommends [9]. Thus, emotional appeals are used to prompt consumers
to pursue lovely feelings, which in turn create positive attitudes and pro-
mote purchase behavior.
Aaker and Norris (1982) found that the advertising effect of rational
appeals is better than that of emotional appeals, because rational appeals
can clearly and directly provide information relating to the product itself,
thereby better eliciting consumption preference and producing better pur-
chase intention [10]. Golden and Johnson (1983) pointed out that since ra-
tional appeals include more product information and actual content, they
can better elicit consumer preferences and better purchase intention than
can emotional appeals [11]. Coulson (1989) suggested that compared to
emotional appeals, rational appeals can better elicit and elevate consumer
purchase intention [12]. Zinkhan, Johnson, and Zinkhan (1992) found that
rational appeal advertising that focuses on providing information and
service content can produce better advertising effects than can emotional
appeals[4]. Laskey, Fox, and Crask (1995) studied the message strategies
and product types of more than 1,100 television commercials, and found
that message strategies will indeed influence advertising effect, that dif-
ferent product types need to accommodate different message strategies,
and that only rational appeal advertisements have a significant effect on
product types [13].
Johar and Sirgy (1991) further explained that different product types
and advertising appeals will interact [14]. Products that convey value
using the communication method of value-expressive appeal will
EFFECT OF ADVERTISING 75

create better advertising effects for consumers. This method uses the self-
congruity psychological process to influence advertising persuasion. Since
advertising message clues (e.g., establishing a project’s personality or cre-
ating user images) conform to the self-concepts of the consumers, this in
turn achieves the ideal id, ego, and superego states. Rossiter and Percy
(1987) referred to this as transformational advertising [15]. Utilitarian
products use utilitarian appeals to create better advertising effects via the
psychological process of functional congruity, in order to accentuate the
product usage characteristics and product benefits in the advertising mes-
sage. When this conforms to the needs of or benefits for consumers, there
can be greater persuasive effects. Rossiter and Percy (1987) referred to
this as informational advertising [15].

2.2. Product image type

Advertising design not only emphasizes slogans, but should also pay
attention to visual communication, since images are also very influential.
Especially in print advertising that does not contain music and animation,
it is necessary to have successful images that can attract people to read the
copy and store the information in their long-term memory.
Good image effects can quickly attract the audience’s attention, more
rapidly convey advertising meaning, and make deep impressions in their
memory. Seeing is believing, and this increases the believability of the
message. Using images to replace text will result in positive responses, but
a complete replacement will result in divergent image conveyance due to
different interpretations or cognitions during the encoding and decoding
process. In other words, the main cause of good communication is a suit-
able balance between image and text. Past studies have shown that images
may affect consumer attention [16], advertising recall [17] and advertise-
ment attitude [18].
Using appropriate images in graphic advertising can elicit consumer
attention and enhance their positive attitudes toward products [16]. Stu-
art, Shimp, and Engle (1987) pointed out that when people see images,
they will naturally form emotions [19]. As stated in classical conditioning
theory, images can be seen as an unconditioned response. The simultane-
ous presentation of images and products can transfer emotions from the
image to the product and can help to form product attitudes. Rossiter and
Percy (1987) indicated that images can directly affect consumer brand atti-
tude, and that this effect surpasses the advertising effect achieved through
other product beliefs [15].
76 Y. C. LIN, Y. C. LEE AND N. T. LIN

In terms of related and unrelated images, Kisielius and Sternthal

(1984) found that when the products in advertisements are accompanied
by related illustrations, consumer elaboration in regards to product in-
formation can be enhanced, which in turn affects the brand attitude [18].
In terms of visualization, Miniard, Bhatla, Lord, Dickson, and Unnava
(1991) indicated that the emotions arising when people view images may
be related to the mental picture elicited by these images [20]. For instance,
beach scenes may elicit an image of happy vacation times, and the feelings
accompanying this image may be used as clues to influence product atti-
tudes. For product type, Babin et al. (1992) pointed out that if the product
in an advertisement appeals to concrete and practical uses, it will not ben-
efit from mental image processing, and strategies that elicit mental images
may fail [21]. If the product appeals to emotional and expressive needs,
then it will be more likely to elicit mental images.
Consumer product involvement research has pointed out that when
reading graphic advertising, people will first determine whether the im-
age is appropriate to the product before deciding whether to keep reading.
Usually, high-involvement consumers will put more effort into the con-
version of the information process [22]. Petty, Cacioppo, and Schumann
(1983) used the elaboration likelihood model (ELM) as theoretical foun-
dations, pointing out that when consumers have high involvement for a
product, they will have elevated elaboration motivation [22]. Consumer
attitudes follow a central route in development; their attention will be fo-
cused on information relating to the product, and they will think more
about the product; conversely, low-involvement people will develop along
the peripheral route and will be more influenced by peripheral clues such
as color, images (related or unrelated), and endorsers.

2.3. Product types

Nelson (1970) used the search and experience theories to delineate
the two product types of search products and experience products[23].
Simon (1971) proposed that the product type will affect the adoption of
advertising appeals, and that only with the understanding of different
product types, along with the most suitable advertising appeal, can the
advertising effect be realized[2]. He pointed out the relationship among
advertising appeal and convenience products, necessity products, and
luxury products. Since convenience products have low unit prices, high
purchase frequencies and low stakes, repetitive assertions and commands
can be used to promote consumer purchases. Necessity items have a
EFFECT OF ADVERTISING 77

higher unit price and lower purchase frequency, making the suitable to
use information transmission and rational appeals to elicit consumer de-
mand for products. Luxury items give people a sense of superiority; they
require an elegant atmosphere in advertising, so it is more suitable to use
symbol association in advertising.
Utilitarian appeals are more suited to products that are in the de-
velopment stage of the product lifecycle, that have significant differences
from competing products, and that are widely used by most consumers;
however, they do not show off the possession of these products. In terms
of consumer characteristics, consumers will have high product involve-
ment and have more knowledge about these products, and they will not
care if the products leave a good impression in the minds of other people.
Value-expressive appeals are suited to products that are in the maturity
stage of the product lifecycle, that do not have significant differences from
competing products, or that are rare or have specialized uses. Consum-
ers will show off these products. In terms of the consumer characteristics,
consumers will have low product involvement, have no knowledge relat-
ing to these products, and will not care if it leaves a good impression in the
minds of other people.
Norton and Norton (1988) used the information content assess-
ment by Resnik and Stern (1977) and found that rational appeals are
best for the advertising of durable goods[24,25]. Franke, Huhmann, and
Mothersbaugh (2004) used the three product types of search products,
experience shopping products, and experience convenience products to
explore the advertising effect that occurs when readers read the infor-
mation content in graphic advertising[6]. They pointed out that there is
a positive correlation between advertising information and the reading
of search products, and that there is a negative correlation between ad-
vertising information and the reading of convenience products. In other
words, for search products, consumers will use the ample information in
the advertisement to increase purchase intention, but that consumers do
not require complicated information to make decisions for convenience
products. Ang and Lim (2006) divided products into symbolic products
and utilitarian products and combined these with metaphorical and
non-metaphorical images and texts to explore the influence on brand
character and advertising effect[26]. They found that symbolic products
have quality and attractive brand traits, as well as a relative lack of real-
ity and functionality. The opposite was found for utilitarian products,
for which a metaphorical combination of text and images will have a
better advertising effect.
78 Y. C. LIN, Y. C. LEE AND N. T. LIN

2.4. Advertising effect

Measurements of the advertising effect are generally divided into
that for the communication effect and the sales effect. The former mea-
sures the extent to which the message has been accepted and results in
changes to attitudes and behaviors. The latter measures whether sales
have increased. Sales effect is not only affected by advertising but is also
influenced by other external factors such as the sales channel, promotional
method, price, packaging services, competitive environment, and eco-
nomic conditions. Therefore, advertising effect indicators tend to focus on
communication and persuasion effects, which generally include attitude
toward the advertising, attitude toward the brand, attention to the adver-
tising message, understanding of the advertising message, recall of the
advertisement, and purchase intention. Practical methods of evaluating
advertising include memorization tests, likeability tests, and persuasion
tests; thus, this study divided the communication effect into the adver-
tisement recall rate, advertisement attitude, and brand attitude, while the
sales effect was measured using the purchase intention.

3. Methodology
3.1. Research framework and research hypotheses
The framework of this study is shown in Figure 1:

Figure 1
Framework
EFFECT OF ADVERTISING 79

(1) The influence of different advertising appeals on advertising effect

Numerous scholars have researched advertising in Taiwan, finding
that Taiwanese advertisements have gradually begun to utilize more
Western appeals in their presentations [27,28]. So-called Western
appeals in advertising emphasize hard sells through individual-
ism and product comparisons, and they are more informative. Such
appeals are more commonly used in graphical media compared
to Eastern appeals that use collectivism and emotions in soft sells.
Aaker and Norris (1982), Golden and Johnson (1983), and Coulson
(1989) discovered that the advertising effects of rational appeals are
better than those of emotional appeals, because rational appeals can
clearly and directly provide information relating to the product it-
self, thus better eliciting consumption preferences and resulting in
better purchase intention [3,10,11]. Thus it was deduced that rational
appeals could produce better advertising effect in consumers than
could emotional appeals. Based on the above, this study proposed
the following hypotheses:

H1: Advertising appeal methods will have a significant influence

on advertising effect.
H1-1: Rational appeals can produce better advertisement recall rates
in consumers than can emotional appeals.
H1-2: Rational appeals can produce better advertisement attitude in
consumers than can emotional appeals.
H1-3: Rational appeals can produce better brand attitude in con-
sumers than can emotional appeals.
H1-4: Rational appeals can produce better purchase intention in
consumers than can emotional appeals.

(2) The effect of different product types and advertising appeals on ad-
vertising effect
Many scholars believe that different products should be combined
with different advertising appeals [15, 29]. Studies have shown that ra-
tional or informational appeals should be combined with thoughtful
or functional products, while emotional appeals should be matched
with emotional or conversion products. Johar and Sirgy (1991) also
explained that different product types and advertising appeals
will have interaction effects [14]. Value transmission products use
80 Y. C. LIN, Y. C. LEE AND N. T. LIN

value-expressive appeals to produce better advertising effect in con-

sumers, while utilitarian products use utilitarian appeals to produce
better advertising effect in consumers. Search products primarily
use information to attain a pre-purchase evaluation of the function
characteristics, making them more suited to narratives with rational
appeal, while experience products can only be evaluated after being
purchased and experienced, so they are suited to emotional appeals
that can provide consumers with possible experiences after usage.
Based on the above, the following hypotheses were proposed:

H2: The interaction effects of advertising appeal and product

types have significant influences on the advertising effect.
H2-1: When the product type is that of a search product, rational
appeals will produce a better advertisement recall rate in con-
sumers than will emotional appeals.
H2-2: When the product type is that of a search product, rational
appeals will produce better advertisement attitude in con-
sumers than will emotional appeals.
H2-3: When the product type is that of a search product, rational
appeals will produce better brand attitude in consumers than
will emotional appeals.
H2-4: When the product type is that of a search product, rational
appeals will produce better purchase intention in consumers
than will emotional appeals.
H2-5: When the product type is that of an experience product, emo-
tional appeals will produce a better advertisement recall rate
in consumers than will rational appeals.
H2-6: When the product type is that of an experience product, emo-
tional appeals will produce better advertisement attitude in
consumers than will rational appeals.
H2-7: When the product type is that of an experience product, emo-
tional appeals will produce better brand attitude in consum-
ers than will rational appeals.
H2-8: When the product type is that of an experience product, emo-
tional appeals will produce better purchase intention in con-
sumers than will rational appeals.
EFFECT OF ADVERTISING 81

(3) The influence of different product types and product image types on
advertising effect
Babin et al. (1992) pointed out that if the products in an advertise-
ment appeal to concrete and practical benefits, they will be unsuited
for mental image processing, thus making these strategies likely to
fail[21]. If the product appeals to emotional and expressive needs,
it will be more likely to elicit a mental image. Search products
allow consumers to seek tangible information relating to the prod-
uct traits; thus, they need to be matched with physical presentation
images that can serve for comparison. Experience products require
advertising that can help consumers create a usage context to aid in
the experience; thus, they are more suited for combinations with vi-
sualization image types so that the reader can understand the context.
Based on the above, this study presented the following hypotheses:
H3: The interaction effect between the product image type and
product types produces a significant influence on the adver-
tising effect.
H3-1: When the product type is that of a search product, the
physical presentation image type will result in a better adver-
tisement recall rate in consumers than will the visualization
image type.
H3-2: When the product type is that of a search product, the physi-
cal presentation image type will result in a better advertise-
ment attitude in consumers than will the visualization image
type.
H3-3: When the product type is that of a search product, the
physical presentation image type will result in better brand
attitude in consumers than will the visualization image type.
H3-4: When the product type is that of a search product, the physi-
cal presentation image type will result in better purchase
intention in consumers than will the visualization image type.
H3-5: When the product type is that of an experience product, the
visualization image type will result in a better advertisement
recall rate in consumers than will the physical presentation
image type.
H3-6: When the product type is that of an experience product, the
visualization image type will result in better advertisement
82 Y. C. LIN, Y. C. LEE AND N. T. LIN

attitude in consumers than will the physical presentation im-

age type.
H3-7: When the product type is that of an experience product, the
visualization image type will result in better brand attitude in
consumers than will the physical presentation image type.
H3-8: When the product type is that of an experience product, the
visualization image type will result in better purchase inten-
tion in consumers than will the physical presentation image
type.

(4) The influence of advertising appeal methods and product image

type on advertising effect under different product types
Based on H2 and H3, when the product type is that of a search prod-
uct and rational appeal advertising copy is used, physical presen-
tation advertising images will produce better advertising effect in
consumers. When the product type is that of an experience product
and emotional appeal advertising copy is used, visualization adver-
tising images will produce better advertising attitude in consumers.
In graphic advertising, the consistency of the image-text combina-
tions can bring a sense of consistency. Rational appeal text and phys-
ical presentation images have similar characteristics, as do emotional
appeal text and visualization have similar characteristics, thus the
following hypotheses were proposed:

H4: The interaction effect of advertising appeal method, product

image type, and product type has a significant influence on
the advertising effect.
H4-1: When the product type is that of a search product, rational
appeals that contain the physical presentation image type
produce a better advertisement recall rate for consumers than
do other types of image-text combinations.
H4-2: When the product type is that of a search product, rational
appeals that contain the physical presentation image type
produce better advertisement attitude for consumers than do
other types of image-text combinations.
H4-3: When the product type is that of a search product, rational
appeals that contain the physical presentation image type
produce better brand attitude for consumers than do other
types of image-text combinations.
EFFECT OF ADVERTISING 83

H4-4: When the product type is that of a search product, rational

appeals that contain the physical presentation image type
produce better purchase intention for consumers than do
other types of image-text combinations.
H4-5: When the product type is that of an experience product,
emotional appeals that contain the visualization image type
produce a better advertisement recall rate for consumers than
do other types of image-text combinations
H4-6: When the product type is that of an experience product,
emotional appeals that contain the visualization image type
produce better advertisement attitude for consumers than do
other types of image-text combinations.
H4-7: When the product type is that of an experience product,
emotional appeals that contain the visualization image type
produce better brand attitude for consumers than do other
types of image-text combinations.
H4-8: When the product type is that of an experience product,
emotional appeals that contain the visualization image type
produce better purchase intention for consumers than do oth-
er types of image-text combinations.

3.2. Research design

This study manipulated three variables, which included two types
of advertising appeals (emotional and rational), two product image types
(physical presentation and visualization), and two product types (search
products and experience products). This study used a three-factor ex-
periment design, in addition to measuring the individual effects of each
experiment variables, as well as the interactive effect of each experiment
variable, and there were a total of experiment groups.
In the text, the search products (silver accessories) used the content
of “three different materials” in the accessories and described the features
of the products to represent rational appeal, and used “the gift to witness
happiness” to represent the emotional appeal of possessing this accessory
as a tangible symbol of love. The experience products (handheld game de-
vices) used “All in one multifunctional entertainment” to show the prod-
uct diversity in rational appeals, and used childlike characters and the
concept of “satisfying your passionate desire for games” to arouse the play
instinct as an emotional appeal.
84 Y. C. LIN, Y. C. LEE AND N. T. LIN

In the images, the search products (silver accessories) used physical

presentation images by showing close-up images with text to present the
material of the accessory, and used visualization images by showing the
image of a happy couple to describe the feelings brought by the accessory.
The experience products (handheld game devices) used product appear-
ance and clear resolution to accentuate the product functions, and used
the desire to be like a child to describe thoughts deep in the mind.

3.3. Operational definitions and measurement of research variables

This study divided advertising appeals into rational appeals and
emotional appeals. This study referred to and modified the descriptive
term scale designed by Liu and Stout (1987) for advertising appeals [30].
This scale included the five items of concrete/abstract, logical/intuitive,
objective/subjective, fact-based/emotion-based, and rational/emotional.
In the advertisement content, images can be used to supplement
the text in conveying messages, thus further strengthening the product
concept that the advertiser is seeking to provide. The questionnaire used
the phrase “this image emphasizes presenting the product itself” to ask
whether the subjects agreed that the product image type was that of a
physical presentation, and used the phrase “this image emphasizes pre-
senting the feeling when using the product” to ask whether the subjects
agreed that the product image type was that of visualization.
This study uses the product type classifications by Nelson (1970),
which consisted of search products and experience products [23]. The
advertisement recall rate measured the subjects’ memories about the in-
formation provided by the target advertisements. The subjects answered
questions immediately after viewing the experimental advertisements, in
order to measure their short-term memory. This section of the question-
naire referred to the design and scoring methods by Norris and Colman
(1992) for magazine advertising effects, and it included closed questions
to measure the extent to which the subjects could recall the product type,
product name, and advertising content in the advertisement [31]. There
were three questions, with one point given for a correct answer. Points
were not deducted for incorrect answers. The scores were added up and
averaged to measure the overall memory of the subjects in regard to the
advertisements.
This study used the four sets of descriptive term scales developed
by Holbrook and Batra (1987) on advertisement attitude to measure the
overall views toward advertisements [32]. This research applied the study
EFFECT OF ADVERTISING 85

by Holbrook and Batra (1987) on the effect of advertising on brand attitude

to design four sets of descriptive terms to measure subject brand attitudes
toward the advertised products [32]. And this study used the three sets of
descriptive term scales developed by Yi (1990) for purchase intention to
measure the possibility of the subjects purchasing the advertised products
[33].

3.4. Data collection, Reliability and Validity Analyses

A total of 330 questionnaires were retrieved, and after discarding
32 invalid questionnaires 298 valid questionnaires were obtained. The
percentage of valid questionnaires was 90.3%. The results show that the
Cronbach’s α values for advertisement attitude, brand attitude, purchase
intention, advertising appeals, text preference, and image preference were
0.912, 0.908, 0.852, 0.881, 0.754, and 0.916, respectively, indicating that the
items in the same dimension all had good internal reliability. The indepen-
dent variables, mediating variable, and dependent variable were compiled
and collected from theory, literature, and relevant studies. The selection
of the measurement tools also had support from theory, literature, and
relevant studies; thus, the extent to which the study could cover the topic
conformed to the requirements of content validity.

4. Results
This study used the general linear model (GLM) for the overall ad-
vertising effect. The result shows that advertising appeals and product
types had principal effects (p = 0.071 <0.1 and p = 0.029 < 0.05), meaning
there were significant differences in the effects of different advertising ap-
peals and different product types on the advertising effect. There were
interaction effects among different advertising appeals and product types,
image types and product types, advertising appeals, and image types and
product types (p = 0.002 < 0.05, p = 0.069 < 0.1 and p = 0.037 <0.05), meaning
that the influence of advertising appeals on advertising effect would differ
according to different product types. The converse was true as well. On
the whole, these three factors all had significant influences on advertising
effect, thus H1, H2, H3, and H4 all had preliminary support.

(1) The influence of advertising appeals on advertising effect

This study shows that advertising appeals only had a significant
influence on the advertisement recall rate (p = 0.004 < 0.05). The
mean value of rational appeals (0.844) was smaller than that of
86 Y. C. LIN, Y. C. LEE AND N. T. LIN

emotional appeals (0.906), meaning that emotional appeals would

produce a higher advertisement recall rate in consumers than
rational appeals; thus, H1-4 was not established. In addition, ad-
vertising appeals had no significant influence on advertisement
attitude (rantional appeals = 5.109 vs. emotional appeals = 5.098,
p = 0.920), brand attitude(rantional appeals = 5.183 vs. emotional
appeals = 5.118, p = 0.559), and purchase intention (rantional ap-
peals = 4.409 vs. emotional appeals = 4.333, p = 0.524), thus H1-1, H1-
2, and H1-3 were not established.

(2) The influence of different advertising appeals and product types on

advertising effect
The study shows that for search products (silver accessories), adver-
tising appeals had a significant influence on the advertisement recall
rate (rantional appeals = 0.860 vs. emotional appeals = 0.910, p = 0.081
< 0.1), advertisement attitude (rantional appeals = 5.422 vs. emotion-
al appeals = 5.006, p = 0.01 < 0.05), and brand attitude (rantional ap-
peals = 5.476 vs. emotional appeals = 5.014, p = 0.004 < 0.05). For the
two dependent variables of advertisement attitude and brand atti-
tude, the mean values of rational appeals were greater than those of
emotional appeals. This indicated that for search products, rational
appeals could produce better advertisement attitude and brand atti-
tude than could emotional appeals; thus, H2-2 and H2-3 were estab-
lished. However, in terms of the advertisement recall rate, the mean
value of emotional appeals was greater than that of rational appeals,
meaning that matching search products with emotional appeals
could achieve a better advertisement recall rate; thus, H2-1 was not
established. In addition, advertising appeals did not significantly in-
fluence purchase intention (rantional appeals = 4.473 vs. emotional
appeals = 4.220, p value = 0.121 > 0.1), even though the mean of ratio-
nal appeals was greater than that of emotional appeals. This result
was the same as H2-4, but was not confirmed.
This study shows that for experience products (handheld game
devices), advertising appeal had a significant influence on the
advertisement recall rate (rantional appeals = 0.827 vs. emotional
appeals = 0.901, p value = 0.024 < 0.05), advertisement attitude (ran-
tional appeals = 4.797 vs. emotional appeals = 5.190, p value = 0.010
< 0.05), and brand attitude (rantional appeals = 4.889 vs. emotional
appeals = 5.222, p value = 0.034 < 0.05). For these three dependent
variables, the mean values of the emotional appeals were greater
EFFECT OF ADVERTISING 87

than those of the rational appeals, which showed that for experi-
ence products, emotional appeals could produce a better advertise-
ment recall rate, advertisement attitude, and brand attitude than
could rational appeals, thus H2-5, H2-6 and H2-7 were established.
Although the means for purchase intention in emotional advertis-
ing appeals were higher than those for rational appeals, there was
no significant influence (rantional appeals = 4.345 vs. emotional
appeals = 4.446, p value = 0.563 > 0.1), so even though the direction
was the same as H2-8, it was not established.

(3) The influence of different product image types and product types on
advertising effect
For search products (silver accessories), image type had a signifi-
cant effect on purchase intention (physical presentation = 4.501
vs. visualization = 4.192, p = 0.058 < 0.1), and the mean for physical
presentation images was greater than for that of visualization images,
indicating that for search products, physical presentation images
could produce higher purchase intention for consumers than could
visualization images; thus, H3-4 was established. Although the mean
values of the physical presentation images for the advertisement
recall rate (physical presentation = 0.907 vs. visualization = 0.864,
p = 0.133), advertisement attitude(physical presentation = 5.245 vs.
visualization = 5.184, p = 0.704), and brand attitude(physical presen-
tation = 5.303 vs. visualization = 5.188, p = 0.464) were higher than
those for the visualization images, there was no significant influ-
ence. Thus, even though the direction was the same as H3-1, H3-2
and H3-3, it is not supported.
For experience products (handheld game devices), the image type
had a significant effect on the advertisement recall rate (physical pre-
sentation = 0.823 vs. visualization = 0.905, p value = 0.011 < 0.05), and
the mean values of the visualization images were generally great-
er than the means for the physical presentation images, indicating
that for experience products, visualization images could produce
a higher advertisement recall rate in consumers than could physi-
cal presentation images, thus H3-5 was established. Although the
mean values of the visualization images in regards to advertise-
ment attitude (physical presentation = 4.962 vs. visualization = 5.025,
p value = 0.677) and brand attitude (physical presentation = 5.043 vs.
visualization = 5.067, p value = 0.877) were higher than those of the
physical presentation images, there was no significant influence.
88 Y. C. LIN, Y. C. LEE AND N. T. LIN

Thus, even though the direction was the same as H3-6 and H3-7,
it was not supported. Image types had no significant influence on
purchase intention (physical presentation = 4.488 vs. visualiza-
tion = 4.303, p value = 0.289), and the mean values for the physical
presentation images were higher than for the visualization images,
thus H3-8 was not established.

(4) The influence of advertising appeal methods and image usage types
on advertising effect for different product types
For search products (silver accessories), advertising appeals and
image types had interaction effects on the advertisement recall
rate (p value = 0.050 < 0.1), advertisement attitude (P value = 0.077
< 0.1), brand attitude (p value = 0.006 <0.05), and purchase intention
(P value = 0.090 <0.1). The LSD multiple comparison method was
used for post-hoc comparison, in order to evaluate the differences
in combining rational appeal/physical presentation to the other
three sets of image-text advertisements. For search products (silver
accessories), in terms of the advertisement recall rate, rational ap-
peal/physical presentation significantly differed only from rational
appeal/visualization (p value = 0.015 < 0.05); however, emotional
appeal/visualization had higher means than the other three groups.
Even though the post-hoc comparison did not show great differences
from rational appeal/physical presentation and emotional appeal/
physical presentation, it still indicated that matching search prod-
ucts with emotional appeals and visualization images would pro-
duce a better advertisement recall rate in consumers; thus, H4-1 was
not established. In terms of the advertisement attitude, emotional
appeal/physical presentation showed significant differences in emo-
tional appeal/visualization (p values of 0.002 and 0.038 respectively,
which were both smaller than 0.05). In terms of brand attitude, the
following significant differences with the other three groups were
found: emotional appeal/physical presentation (p value = 0.000
<0.05), rational appeal/visualization (p value = 0.014 <0.05), and
emotional appeal/visualization (p value = 0.01 <0.05). Purchase
intention also showed significant differences with the other three
groups: emotional appeal/physical presentation (p value = 0.021
<0.05), rational appeal/visualization (p value = 0.012 <0.05), and
emotional appeal/visualization (p value = 0.016 <0.05). In these
three dimensions, the means of rational appeal/physical presenta-
tion were greater than those of the other three groups, indicating
EFFECT OF ADVERTISING 89

that for search products, rational appeals combined with physical

presentation could produce better advertisement attitude, brand
attitude, and purchase intention in consumers, thereby establish-
ing H4-2, H4-3 and H4-4.
For experience products (handheld game devices), advertising
appeals and image types had interaction effects for the advertise-
ment recall rate (p value = 0.069 < 0.1) and advertisement attitude
(p value = 0.078 < 0.1); thus, the LSD multiple comparison method
was used for post-hoc comparison, in order to evaluate how emo-
tional appeal/visualization differed from the other three combina-
tions.For experience products (handheld game devices), emotional
appeal/visualization only significantly differed from rational ap-
peal/physical presentation (p value = 0.001 < 0.05) in terms of the ad-
vertisement recall rate. In terms of advertisement attitude, it differed
significantly from rational appeal/physical presentation and ratio-
nal appeal/visualization (p values of 0.033 and 0.002 respectively,
which were both smaller than 0.05). The means of emotional appeal/
visualization were greater than those in the other three groups, in-
dicating that for experience products, the combination of emotional
appeal and visualization would produce a better advertisement re-
call rate and advertisement attitude in consumers, thus H4-5 and
H4-6 were established.
In addition, in terms of brand attitude and purchase intention, the
effect of emotional appeal/visualization was not significant, es-
pecially in regards to purchase intention, where the combination
of emotional appeal and physical presentation had highest mean
values, therefore H4-7 and H4-8 were not established.

5. Discussion and Conclusion

(1) The primary effect of advertising appeals

In the confirmation of the influence of advertising appeals on adver-
tising effect, it was found that different advertising appeals would
indeed produce significant influences on advertising effect, in par-
ticular in the dimension of the advertisement recall rate. This study
found that emotional copy would produce better advertisement
recall rates than rational copy, meaning that emotional text that
describes inner feelings could better combine with the personal
feelings or past experiences of consumers, which would in turn
90 Y. C. LIN, Y. C. LEE AND N. T. LIN

help them remember, retain, and memorize the advertising content.

The results conformed to the study by Choi and Thorson (1983) [34].
In addition, since there were interaction effects between advertising
appeals and product types, different product types had similar prin-
cipal effects in advertisement attitude, brand attitude, and purchase
intention but with different directions. These interactions cancelled
out any mutual effects, and there were no significant differences in
the principal effects of the three.

(2) Interaction effects of product type and advertising appeal methods

There were interaction effects between the product types and
advertising appeals, which showed that different product types
and advertising appeal methods would indeed produce significant
influences on advertising effect. This was consistent with the study
by Simon (1971)[2], which found that the product type would affect
the usage of the advertising appeal, and only through the under-
standing of different product characteristics and the use of the most
suitable advertising appeal could the advertising effect be realized.
For search products, rational appeals can produce better advertise-
ment attitude and brand attitude in consumers than can emotional
appeals. Search products refer to consumers effectively evaluating
products before making a purchase (including trial usage), in or-
der to understand the product traits. They will finish their evalua-
tions before making the decision to purchase a product. Thus, they
use objective and concrete rational appeals to provide the benefit
brought by the product characteristics and quality, leading to bet-
ter advertisement attitude and brand attitude. Surprisingly, it was
found that in terms of the advertisement recall rate, emotional ap-
peals could produce a better recall effect than could rational appeals.
It may be that in the modern information age, there is abundant in-
formation in the market that appears very similar, but emotional and
soft appeals can more easily be remembered. Ang and Lim (2006)
suggested that for utilitarian products, the use of metaphors can en-
hance different brand personalities for products and in turn achieve
differentiation[26]. Metaphors can enhance the short-term memory
of consumers as well as establish brand image in the long term.
For experience products, emotional appeals can produce a better
advertisement recall rate, advertisement attitude, and brand at-
titude than can rational appeals. Experience products can only be
EFFECT OF ADVERTISING 91

effectively evaluated after purchase, and the quality of the product

traits can only be evaluated after using the product (trial usage can-
not result in the full experience of the product); thus, attitudinal and
intangible emotional appeals are used to create contexts for using
the product and for understanding the intangible value brought by
the product. This elicits inner emotions in consumers and in turn
produces advertising persuasion, thus leading to a better advertise-
ment recall rate, advertisement attitude, and brand attitude.

(3) Interaction effects between product types and image usage types
There were interaction effects between product types and image
usage types, which indicated that different product types and im-
age types would indeed produce significant influences on adver-
tising effect. For search products, the use of physical presentation
images can produce better purchase intention in consumers than can
visualization images. Search products emphasize the provision of
product traits and product information, therefore the use of concrete
physical images and close-ups of products can enhance consumer
understanding of the product, in turn lowering the purchase risk
and elevating the purchase intention.
For experience products, visualization images can produce better
advertisement recall rates in consumers than can physical presenta-
tion images. Experience products emphasize the process of experi-
ence and usage of the product, thus visualization images are used
to light the imagination of consumers about what they will feel
when they really use the product. The consumers can blend them-
selves into the advertising roles or contexts, which in turn becomes
connected to their past experiences to produce a greater level of
advertising recall.
(4) Interaction effects among product types, advertising appeals, and
image usage types
There were interaction effects among product types, advertising
appeals, and image usage types, meaning that the combination of
different product types with different advertising appeal methods
and image types would certainly produce a significant influence on
the advertising effect.
For search products, the combination of rational appeals and physi-
cal presentation images can produce better advertisement attitude,
brand attitude, and purchase intention in consumers. As search
92 Y. C. LIN, Y. C. LEE AND N. T. LIN

products can be effectively evaluated before purchase, it is neces-

sary to emphasize product characteristics and functions, as well as
provide consumers with the information they need for evaluation;
thus, rational appeals are seen as an advertising message strate-
gy. In terms of communicating messages, the characteristics and
benefits of product usage or the product itself as the main focus
of information can be combined with physical presentation im-
ages in order to disclose information about product content and
appearance to facilitate evaluation, lower the risk of purchase,
and produce better advertisement attitude and brand attitude,
which in turn can increase purchase intention. Regarding the ad-
vertisement recall rate, it was surprisingly found that the com-
bination of emotional appeals and visualization images could
produce a higher recall rate; as previously stated, in the age of
massive amounts of information, new presentation methods will
gain more attention from consumers.
For experience products, emotional appeals can produce a better
advertisement recall rate and advertisement attitude for consumers
than can rational appeals. Before shopping, it is impossible to fully
understand the benefits of experience products, thus it is necessary
to use emotional appeals to guide the feelings and emotions of con-
sumers. Emotional appeals are a form of commitment in the adver-
tising, which can be used to satisfy the social or psychological needs
of consumers. Humanizing advertisements through the use of warm
feelings and gentle appeals, along with visualization images, can
guide consumers in imagining the contexts of experience products
in a persuasive process that uses emotional appeals to promote posi-
tive feelings in consumers toward the advertisements. However, as
there are no significant effects in brand attitude and purchase inten-
tion, especially in terms of purchase intention, matching emotional
appeals with physical images of the products will make consumers
more willing to purchase them. It was deduced that because of the
current age of aesthetics, in addition to product experiences, people
have also increased demands for the appearances and forms of prod-
ucts, therefore physical images can further lower the uncertainty felt
by the customers.

(5) Significance and suggestions in marketing practice

This study primarily sought to explore the influence of different
product types with different image and text combination methods
EFFECT OF ADVERTISING 93

on the advertising effect. Seen from the empirical results, product

types are indeed variables in the relationship among image, text, and
advertising effect. There are significant interaction effects among the
three, meaning that different products must be matched with dif-
ferent image and text combinations to provide a better advertising
effect.
Since search products are centered on the features and functions
of the product itself, using concrete and definitive rational appeals
to provide consumers with information about the products should
be accompanied with the presentation of physical images of the
products. It is also possible to enhance the image and text correspon-
dence to increase the level of persuasion and lower the purchase
risks. As for experience products, without personal and long-term
usage, it would not be possible to evaluate product quality. Thus,
advertising should emphasize the sharing of experiences, describe
emotional experiential processes, and be supported by visualiza-
tion images to enhance consumer impressions and in turn elicit their
preference for the product.
Interestingly, when either search products or experience products
are matched with emotional appeals and visualization images,
consumers have better advertisement recall rates. With the rise of
experiential marketing, products not only emphasize functions and
features but are also sublimated to a context or a heart-moving ex-
perience. Thus, using emotional appeals and visualization images
can help consumers internalize the advertising into their hearts and
memories. Advertisers should first use emotional appeals and vi-
sualization images to elevate consumer memories of products, and
then arrange suitable images and text according to product the type
or use different media to disseminate product information in detail
to places where consumers can easily obtain them, so that consum-
ers can conveniently and automatically search for product informa-
tion based on memory.
When marketing personnel design graphic advertising, they should
first understand the product type to be promoted and focus on the
classification of the target consumers, in order to understand their
characteristics, needs and motives, as well as select suitable images
and text combinations and use effective and suitable communication
to convey information and experiences relating to the product, in
order to achieve the expected effects.
94 Y. C. LIN, Y. C. LEE AND N. T. LIN

Other than using advertising as a communication tool, it is also

necessary to have comprehensive services in support. This is the
age where products are being turned into services, and services are
being turned into products. The additional value of products can be
enhanced through discussion forums, product maintenance and re-
pairs, and online instructions about products, so that the consumers
themselves will help market products. At the same time, companies
can improve upon problems in the products and maintain good rela-
tionships with consumers at all times. All of the above methods will
create consumer loyalty.

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Received March, 2013