The Persuasive Effects of Verbal Versus Visual Messages in Green Advertising

来源 :华人学者营销协会,上海财经大学商学院,上海市市场学会 | 被引量 : 0次 | 上传用户:gyl722
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  Research on the effectiveness of verbal and visual messages in meso-level green advertising has been scarce,while the use of it in advertising industry has been widespread.This study examines the effectiveness of three types of visual messages and two types of verbal messages used frequently in meso-level green ads.Two 2×2 experiments were designed in order to compare the different effectiveness of executional cues.The results show that verbal messages are more effective in forming attitudes toward the ad,the brand and purchasing intentions in the green advertising.Specifically and strongly argued verbal messages are preferred to vague and weakly argued verbal messages.The congruence between visual and the verbal messages is important in advertising persuasion effects.
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