Abstract

: Focusing on the imagery in information processing

The purpose of this study is to examine the effects of copy and visual on the service print advertising, focusing on the imagery in information processing. This study investigated how different the types of copy and the types of visual influence on attitude toward the advertising and the service, the service purchase intention. The interactive effects between copy(concrete copy/abstract copy) and visual(direct expressional pictures/metaphor expres- sional pictures) were also examined to determine which mixes of copy and visual are more effective.

Experimental design was performed for this study. Independent variables are the types of copy and the types of visual. Dependent variables are attitude toward the advertising and the service, the service purchase intention. 120 subjects were sampled conveniently and about 30 subjects were assigned to each 4 experiment groups. Experimental design was 2¡¿2 factorial design by the types of copy(concrete copy/abstract copy) and the types of visual(direct expressional pictures/metaphor expressional pictures). The results of this research are summarized as follows.

1) There were main effects by the types of copy on attitude toward the advertising and the service, the service purchase intention. The concrete copy is more effective on attitude toward the service and the service purchase intention than the abstract copy is. However in case of attitude toward the advertising the abstract copy is more effective than the concrete copy is.

2) There were main effects by the types of visual on attitude toward the advertising and the service, the service purchase intention. direct expressional pictures is more effective on attitude toward the advertising and the service, the service purchase intention than metaphor expressional pictures is.

3) There were interaction effects between the types of copy and the types of visual on attitude toward the service and the service purchase intention. However in case of attitude toward the advertising there was no interactive effect.

The results show that imagery from the concrete copy and direct expressional pictures has greater advertising effectiveness. And when the verbal attribution information in the advertising copy is not imagery- provoking, the addition of pictures exemplifying that information enhances both attitude toward the service and the service purchase intention.