ABSTRACT

As one of the visual elements in advertising, typefaces elicit psychological associations that might have an impact on ad effectiveness. The current study is aimed at understanding the interrelation between typefaces and advertising’s other executional cues, and the influence of typeface on advertising when it is employed along with visual elements such as spokesmodels in ads considering the congruence effect of perceived power and the associations with typefaces. The purpose of this study is to explore the underlying mechanism of whether typefaces elicit perceived power through psychological perceptions and then, it leads to more engagement and desirable consumers’ responses. This study also explores the congruence effect between typefaces and the perceived power of communicator (i.e., spokesmodels) in ads on attitude toward ads, engagement, and purchase intention. Two experiments were conducted to explore the interrelations between typefaces and the associated factors in the case to use typeface (Study 1) and to investigate the congruence effect of typeface along with a spokesmodel’s power in an ad on ad attitude, engagement, and purchase intention (Study 2). The results will extend our theoretical and practical understanding of typefaces in ads.

摘要

作为广告中的视觉元素之一，字体会引发可能对广告效果产生影响的心理联想。目前的研究旨在了解字体与广告的其他执行线索之间的相互关系，以及字体与视觉元素（如广告中的辐条模型）一起使用时对广告的影响，考虑到感知力量的一致性效应和与字体的关联。本研究的目的是探索字体是否通过心理感知引起感知力量的潜在机制，然后导致更多的参与和理想的消费者反应。本研究还探讨了字体与广告中传播者（即代言人）的感知力量对广告态度、参与度、和购买意向。进行了两个实验，以探讨字体使用案例（研究 1）中字体与相关因素之间的相互关系，并调查字体与代言模特在广告中对广告态度、参与度和购买意愿的影响力的一致性效应（研究 2)。结果将扩展我们对广告字体的理论和实践理解。