Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising

Abstract: In this research we have used the logo as stimuli to test the brand-evoked mental imagery effect. According to the Dual Coding Theory, familiar brands facilitate additional pathways -visual and verbal- to retrieve arguments to build mental imagery; therefore, brand stimuli in advertising c...

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Autores principales:	Gavilan,Diana, Avello,Maria
Lenguaje:	English
Publicado:	Pontificia Universidad Católica de Chile. Facultad de Comunicaciones 2021
Materias:	mental imagery brand brand familiarity advertising processing vividness
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2021000200125
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spelling	oai:scielo:S0719-367X20210002001252021-06-22Can a word paint a thousand pictures? Brand- evoked mental imagery in advertisingGavilan,DianaAvello,Maria mental imagery brand brand familiarity advertising processing vividness Abstract: In this research we have used the logo as stimuli to test the brand-evoked mental imagery effect. According to the Dual Coding Theory, familiar brands facilitate additional pathways -visual and verbal- to retrieve arguments to build mental imagery; therefore, brand stimuli in advertising connects consumer with relevant memories and past experiences. Through an online experiment, applied to a sample of undergraduate students this study provides empirical evidence of the differences in mental imagery evoked by mobile digital advertising due to brand familiarity. The hypothesis posited that a familiar brand will be more likely to increase the ability of an ad to evoke mental image through its three dimensions: vividness, quantity, and elaboration. The individual’s ability to use imagery processing information was controlled. Results show differences in the dimensions of mental imagery due to brand familiarity. Findings suggest that below certain level of brand familiarity, mental imagery of ads may decline. Brand familiarity could enhance advertising information processing and thus the generation of visual mental imagery.info:eu-repo/semantics/openAccessPontificia Universidad Católica de Chile. Facultad de ComunicacionesCuadernos.info n.49 20212021-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2021000200125en10.7764/cdi.49.27887
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	mental imagery brand brand familiarity advertising processing vividness
spellingShingle	mental imagery brand brand familiarity advertising processing vividness Gavilan,Diana Avello,Maria Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
description	Abstract: In this research we have used the logo as stimuli to test the brand-evoked mental imagery effect. According to the Dual Coding Theory, familiar brands facilitate additional pathways -visual and verbal- to retrieve arguments to build mental imagery; therefore, brand stimuli in advertising connects consumer with relevant memories and past experiences. Through an online experiment, applied to a sample of undergraduate students this study provides empirical evidence of the differences in mental imagery evoked by mobile digital advertising due to brand familiarity. The hypothesis posited that a familiar brand will be more likely to increase the ability of an ad to evoke mental image through its three dimensions: vividness, quantity, and elaboration. The individual’s ability to use imagery processing information was controlled. Results show differences in the dimensions of mental imagery due to brand familiarity. Findings suggest that below certain level of brand familiarity, mental imagery of ads may decline. Brand familiarity could enhance advertising information processing and thus the generation of visual mental imagery.
author	Gavilan,Diana Avello,Maria
author_facet	Gavilan,Diana Avello,Maria
author_sort	Gavilan,Diana
title	Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
title_short	Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
title_full	Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
title_fullStr	Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
title_full_unstemmed	Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
title_sort	can a word paint a thousand pictures? brand- evoked mental imagery in advertising
publisher	Pontificia Universidad Católica de Chile. Facultad de Comunicaciones
publishDate	2021
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2021000200125
work_keys_str_mv	AT gavilandiana canawordpaintathousandpicturesbrandevokedmentalimageryinadvertising AT avellomaria canawordpaintathousandpicturesbrandevokedmentalimageryinadvertising
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Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising

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