The Effect of Verbal and Pictorial Advertising Stimuli on Aesthetic, Utilitarian and Familiarity Perceptions

Abstract The study examined perceptions of advertising stimuli presented in an all-verbal or all-visual format. Three response criteria were investigated: utilitarian/rational perceptions, aesthetic/emotional perceptions and familiarity perceptions. Hypotheses that utilitarian/rational perceptions would be associated with all-verbal advertising stimuli and familiarity perceptions would be associated with all-visual advertising stimuli were supported. A third hypothesis that aesthetic/ emotional perceptions would be associated with all-visual advertising stimuli received mixed support.