THE STOPPING POWER OF ADVERTISING: MEASURES AND EFFECTS OF VISUAL COMPLEXITY

Volume: 74, Issue: 5, Pages: 48 - 60
Published: Sep 1, 2010
Abstract
Advertising needs to capture consumers' attention in likable ways, and the visual complexity of advertising plays a central role in this regard. Yet ideas about visual complexity effects conflict, and objective measures of complexity are rare. The authors distinguish two types of visual complexity, differentiate them from the difficulty of comprehending advertising, and propose objective measures for each. Advertisements are visually complex...
Paper Details
Title
THE STOPPING POWER OF ADVERTISING: MEASURES AND EFFECTS OF VISUAL COMPLEXITY
Published Date
Sep 1, 2010
Volume
74
Issue
5
Pages
48 - 60
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