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Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island: A mental imagery perspective

Department of Business Administration, University of Wisconsin — River Falls, daryl.w.miller{at}uwrf.edu

Michael Stoica

School of Business, Washburn University

This study compared the effects of a photograph versus two artistic renditions of a beach scene contained in a direct-response print ad for a fictional Caribbean resort island. The two impressionistic artistic renditions included a watercolour painting based on the photograph and an electronically altered version of the photograph. Results indicate that the artistic renderings of the scene were superior to the photograph in drawing attention. The photograph was found to be better for evoking greater quantity, more vivid and more affectively positive mental imagery. The photograph was also superior in generating more favourable attitudes towards the ad and the resort and stronger behavioural intent, but not better recall of the resort name. Theoretical explanations and managerial implications are offered for this pattern of results.

Key Words: advertising • direct marketing • mental imagery • art • pictures • resort

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