The Impact of Verbal Anchoring on Consumer Response to Image Ads.

Verbal copy is thought to anchor, or help explain, the meanings of complex image ads to consumers. This study examines the effect of verbal anchoring on consumers' comprehension and liking of complex image ads. Explanatory headlines that differed in level of verbal anchoring were inserted into ads containing pictorial metaphors. Path analysis results indicate that headlines that provide a clue to the meaning of a pictorial metaphor increase ad liking by increasing comprehension. Headlines that completely explain the metaphor in the ad also increase comprehension but decrease ad liking by reducing consumers' pleasure in interpreting the ad's message. Implications for future advertising research are provided. [ABSTRACT FROM AUTHOR]