Restricted accessResearch articleFirst published online 2004-01
Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island: A mental imagery perspective
This study compared the effects of a photograph versus two artistic renditions
of a beach scene contained in a direct-response print ad for a fictional
Caribbean resort island. The two impressionistic artistic renditions included a
watercolour painting based on the photograph and an electronically altered
version of the photograph. Results indicate that the artistic renderings of the
scene were superior to the photograph in drawing attention. The photograph was
found to be better for evoking greater quantity, more vivid and more affectively
positive mental imagery. The photograph was also superior in generating more
favourable attitudes towards the ad and the resort and stronger behavioural
intent, but not better recall of the resort name. Theoretical explanations and
managerial implications are offered for this pattern of results.
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