The visual portion of an advertisement may reduce its persuasiveness because:
the picture may attract too much attention to the product.
the processing stimulated by the picture may be less controlled and less favorable than the
processing stimulated by words.
pictures are always low in imagery value.
pictures may have a negative effect on recall.
verbal communication is always more effective than nonverbal communications.
An ad picturing a young boy using a toilet has the headline, "Don't expect Windex
Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and
Windex is not. In this ad, the:
An advertiser may design an ad in which the visual portion is incongruent with or
contradicts the verbal information as a strategy to:
Which of the following situations would be most conducive for the use of a
comparative advertising message?
_____ is advertising that, either directly or indirectly, names competitors and
compares the brands on one or more attributes.