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 he adlines that differed in level of verbal anchoring were inserted into ads c ontaining pictorial metaphors. Path analysis results indicate that headline s that provide a clue to the meaning of a pictorial metaphor increase ad li lting by increasing comprehension. Headlines that completely explain the me taphor in the ad also increase comprehension but decrease ad Lifting by red ucing consumers' pleasure in interpreting the ad's message. Implications fo r future advertising research are provided.