By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki
Advances in advertisements study are released through the ecu advertisements Academy (EAA). This quantity is a compilation of analysis provided on the twelfth foreign convention in advertisements (ICORIA) which was once held in Zagreb (Croatia) in June 2013. The convention amassed one zero five best researchers from 23 international locations below the convention subject matter “To Boldly Go... Extending the limits of Advertising”. The publication presents overseas cutting-edge study with 23 articles by way of popular students from the global ICORIA network.
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Additional resources for Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising
This superiority of blue to red cannot be readily explained in theoretical terms, especially since it has been found to be independent of the preexisting color preferences and the gender of the participants. In the authors’ view, this finding might have to do with the positive associations of the color blue itself(cf. Grimes and Doole, 1998). This inadvertently implies that color in advertising would have to receive at least some degree of non-conscious semantic (conceptual) processing; in this respect, the results of Study 2 indicate that such a possibility is likely.
516) and that color’s main purpose in advertising should be to aid such processing (Rossiter and Percy, 1997, p. 420), we argue that if color indeed facilitates the memorization of the ad, this is done implicitly and not explicitly. According to the Low Involvement Processing Model (LIPM), creative elements in advertising are mostly processed implicitly, with emotive values attached to them becoming implicitly associated with the brand itself and stored in implicit memory (Heath, 2012, p. 172).
This implicit assumption that color, as well as other creative elements, should serve as a “mechanical variable” (Percy, 1983, p. 95), appears to be underpinned by the Information Processing view of advertising processing, which has received substantial criticism over the years (cf. Heath and Feldwick, 2008; Vakratsas and Ambler, 1999). In stark contrast with the assumption that the contemporary consumer “cognitively and consciously processes information received from advertising” (Penn, 2006, p.