Image proximity in advertising appeals: Spatial distance and product types

The study examines conditions that will make advertising images more effective. According to construal level theory, image proximity can be conceptualized as a degree of image concreteness depending on whether the image appears to be near or far. The study extends construal level theory by suggesting advertising appeals and product types as possible moderators for the effects of image proximity. A factorial design experiment reveals that close-up advertising images evoke low-level construals, with resulting higher evaluations of rational appeals. By contrast, long-shot images evoke high-level construals, with resulting higher evaluations of emotional appeals. More important, product category moderates brand attitude: utilitarian products will cause low-level construal to match more strongly with rational appeals; hedonic products will cause high-level construal to match more strongly with emotional appeals. Theoretical and managerial implications are discussed.