EFFECTS OF PRINT AD PICTURES AND COPY CONTAINING INSTRUCTIONS TO IMAGINE ON MENTAL-IMAGERY THAT MEDIATES ATTITUDES

Results of an experimental study in a print advertising context sugges t that two imagery-eliciting strategies, use of pictures and use of co py containing instructions to imagine, stimulate mental imagery proces sing, which in turn influences attitudinal judgments. Specifically, an ad containing a concrete picture of a product in use was more effecti ve in stimulating vivid visual imagery processing and favorably influe ncing attitude toward the advertisement and brand than either an ad co ntaining a considerably less concrete picture or one without a picture . Copy containing instructions to imagine also stimulated vivid and el aborate visual imagery processing and enhanced attitudes. Tests for me diation indicate that mental imagery processing explains all or some o f the direct effects of the two imagery-eliciting strategies' influenc e on attitudes.