Skip to main content
SpringerLink
Log in

Image and Text in Ambiguous Advertising Posters

  • Conference paper
  • First Online:
Proceedings of Seventh International Congress on Information and Communication Technology

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 465))

  • 581 Accesses

Abstract

This paper investigates the role of lexical ambiguity in the processing and recognition of multimodal advertisements. First, we combined 28 Russian advertising posters: 14 ads with an ambiguous headline that leads to the conflict between text and pictural parts of a poster and 14 explicit ads of the same structure and advertising product as their ambiguous pairs. In Exp.1, 104 Russian participants looked at the stimuli and rated the stimuli by 6 parameters: how eye-catching, original, impelling to buy the advertised product, understandable, evoking positive emotions and matching the product the posters are. We used scales from 1 to 5. The experiment was conducted via Google Forms. 3–4 weeks later, in Exp. 2, the same participants were invited to recognize verbal and non-verbal “halves” of the posters from Exp. 1. The results of the scaling experiment showed that ambiguous advertising posters were ranked significantly higher than unambiguous ads by four of six parameters. Furthermore, ambiguous posters were rated as slightly more understandable than unambiguous posters, despite the expectation that word-play would complicate the understanding of the ambiguous posters. In the recognition task, we revealed that both verbal and non-verbal components of a poster are recognized better if they were a part of an ambiguous poster. These findings are discussed in relation to the multimodal text literature, and research perspectives are provided to explore ambiguous text processing empirically.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 299.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 379.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Notes

  1. 1.

    One can find all the advertising posters used in the experiment at https://drive.google.com/drive/folders/1N4OpYaqKCpu6pueTbbXe8pFRWJHAv6V2?usp=sharing (Google Folder).

References

  1. Paivio A (2006) Dual coding theory and education. In: Neuman S (ed) Pathways to literacy achievement for high poverty children. The University of Michigan School of Education, pp 1–19

    Google Scholar 

  2. Kress G, van Leeuwen T (1996) Reading images: the grammar of visual design. Routledge, London

    Google Scholar 

  3. Kergoat M, Meyer T, Merot A (2017) Picture-based persuasion in advertising: the impact of attractive pictures on verbal ad’s content. J Consum Mark 34(7):624–635. https://doi.org/10.1108/JCM-01-2016-1691

    Article  Google Scholar 

  4. Obermiller C, Sawyer AG (2011) The effects of advertisement picture likeability on information search and brand choice. Mark Lett 22(2):101–113. https://doi.org/10.1007/s11002-010-9118-x

    Article  Google Scholar 

  5. Wedel M, Pieters R (2000) Eyes fixations on advertisements and memory for brands: a model and findings. Mark Sci 19(4):297–312. https://doi.org/10.1287/mksc.19.4.297.11794

    Article  Google Scholar 

  6. Radach R, Lemmer S, Vorstius C, Heller D, Radach K (2003) Eye movements in the processing of print advertisements. In: Hyönä J, Radach R, Heiner D (eds) The mind’s eye: cognitive and applied aspects of eye movement research. Amsterdam, The Netherlands, Elsevier, pp 609–632. https://doi.org/10.1016/B978-044451020-4/50032-3

  7. Rayner K, Rotello CM, Stewart AJ, Keir J, Duffy SA (2001) Integrating text and pictorial information: eye movements when looking at print advertisements. J Exp Psychol Appl 7(3):219–226. https://doi.org/10.1037/1076-898X.7.3.219

  8. Shepard RN (1967) Recognition memory for words, sentences, and pictures. J Verbal Learn Verbal Behav 6(1):156–163. https://doi.org/10.1016/S0022-5371(67)80067-7

    Article  Google Scholar 

  9. Al-Subhi AS (2022) Metadiscourse in online advertising: exploring linguistic and visual metadiscourse in social media advertisements. J Pragmat 187:24–40. https://doi.org/10.1016/j.pragma.2021.10.027

    Article  Google Scholar 

  10. Higgins E, Leinenger M, Rayner K (2014) Eye movements when viewing advertisements. Front Psychol 5(902):210, 1–15. https://doi.org/10.3389/fpsyg.2014.00210

  11. Brown S (2006) Ambi-brand culture: on a wing and a swear with Ryanair. In: Schroeder JE, Salzer-Morling M (eds) Brand culture. Routledge, London, pp 50–66

    Google Scholar 

  12. Mayer RE (2009) Multimedia learning, 2nd edn. Cambridge University Press. https://doi.org/10.1017/CBO9780511811678

  13. Beymer D, Orton P, Russell D (2007) An eye tracking study of how pictures influence online reading. In: Baranauskas C et al (eds) Interact 2007, LNCS 4663, Part II. Springer, pp 456–460. https://doi.org/10.1007/978-3-540-74800-7_41

  14. Pirogova YK (2000) Speech influence and game techniques in advertising. In: Pirogova YK, Baranov AN, Parshin PB (eds) Advertising text. Semiotics and linguistics. Grebennikov Publishing House, Moscow, pp 167–190. (in Russian)

    Google Scholar 

  15. Ortlieb SA, Kügel WA, Carbon CC (2020) Fechner (1866): The aesthetic association principle—a commented translation. i-Perception 11(3):1–20. https://doi.org/10.1177/2041669520920309

  16. Frumkina RM, Vasilevich AP (1971) Obtaining estimates of the probabilities of words by psychometric methods. In: Frumkina RM (ed) Probabilistic forecasting in speech. Nauka, Moscow, pp 7–28. (in Russian)

    Google Scholar 

  17. Mohanty P, Ratneshwar S (2015) Did you get it? Factors influencing subjective comprehension of visual metaphors in advertising. J Advert 44:232–242. https://doi.org/10.1080/00913367.2014.967424

    Article  Google Scholar 

  18. Alonso Dos Santos M, Calabuig F, Hervàs J (2019) Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising: an eye-tracking application. Int J Sports Mark Sponsorship 20(4):617–633. https://doi.org/10.1108/IJSMS-10-2018-0099

  19. Singh SN, Rothschild ML, Churchill GA Jr (1988) Recognition versus recall as measures of television commercial forgetting. J Mark Res 25:72–80

    Article  Google Scholar 

  20. Thorson E, Rothschild ML (1983) Recognition and recall of commercials: prediction from a text comprehension analysis of commercial scripts. In: Percy L, Woodside AG (eds) Advertising and consumer psychology. Lexington Books, Lexington, MA

    Google Scholar 

Download references

Acknowledgements

The study was supported by the research grant no. 21-18-00429 “Cognitive mechanisms of multimodal information processing: text type & type of recipient” from Russian Science Foundation.

Author information

Authors and Affiliations

  1. Saint Petersburg University, Universitetskaya Emb. 7/9, 199034, St. Petersburg, Russia

    Anastasiia Konovalova & Tatiana Petrova

Authors
  1. Anastasiia Konovalova
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Tatiana Petrova
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Anastasiia Konovalova .

Editor information

Editors and Affiliations

  1. Middlesex University, London, UK

    Xin-She Yang

  2. The University of Reading, Reading, UK

    Simon Sherratt

  3. JIS University, Kolkata, India

    Nilanjan Dey

  4. Global Knowledge Research Foundation, Ahmedabad, India

    Amit Joshi

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Konovalova, A., Petrova, T. (2023). Image and Text in Ambiguous Advertising Posters. In: Yang, XS., Sherratt, S., Dey, N., Joshi, A. (eds) Proceedings of Seventh International Congress on Information and Communication Technology. Lecture Notes in Networks and Systems, vol 465. Springer, Singapore. https://doi.org/10.1007/978-981-19-2397-5_11

Download citation

  • DOI: https://doi.org/10.1007/978-981-19-2397-5_11

  • Published:

  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-19-2396-8

  • Online ISBN: 978-981-19-2397-5

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation