Using Stylistic Properties of Ad Pictures to Communicate with Consumers

Many researchers claim that pictures can impart descriptive concepts through their choice of stylistic properties, such as the orientation of depicted objects or the camera angle used. Yet little empirical research has explored if this is so, how readily or when such concepts are discerned, and/or whether these concepts can affect viewers' perceptions. In two studies we show that stylistic properties of ad pictures can communicate descriptive concepts that affect perceptions. However, this appears to occur only when viewers engage in ample processing of the ad and the accessibility of an appropriate descriptive concept is heightened, independent of the stylistic property.