Abstract

Dynamic imagery (e.g., frozen motion images) is widely used in high-imagery ads to enhance consumer engagement. However, little is known as to whether and how product presentation dynamism influences the effectiveness of ads with other visual stimuli. Given that different visual elements compete for finite attentional resources, this article proposes that product presentation dynamism interacts with contextual backgrounds and advertising slogans in a visual ad. Study 1 reveals that dynamic product presentation diverts attentional resources away from the background image, making contextual backgrounds less effective in enhancing imagery fluency than a plain background. Study 2 extends these findings by exploring the complicating effect of the presence of a slogan and revealing important product category differences. For hedonic products, congruent (incongruent) slogan–background meanings increase imagery fluency under stationary (dynamic) product presentation, which further increases purchase intentions. For utilitarian products, incongruent slogan–background meanings increase purchase intentions under dynamic product presentation. The conceptual and practical implications of these findings are discussed.

摘要

动态图像（例如，冻结的运动图像）广泛用于高图像广告中，以增强消费者的参与度。但是，对于产品展示的动态性是否以及如何影响具有其他视觉刺激的广告的效果知之甚少。考虑到不同的视觉元素争夺有限的注意力资源，本文提出了产品展示的动力与视觉广告中的上下文背景和广告口号相互作用。研究1显示，动态产品展示会将注意力资源从背景图像转移到其他背景，从而使背景背景在增强图像流畅性方面不如普通背景有效。研究2通过探究标语存在的复杂影响并揭示重要的产品类别差异来扩展这些发现。对于享乐产品，一致（不一致）的口号-背景含义增加了静态（动态）产品展示下的图像流畅度，从而进一步增加了购买意愿。对于实用产品，口号不一致的背景含义会增加动态产品展示下的购买意愿。讨论了这些发现的概念和实践意义。