The Power of Abstract Images in Advertising

Abstract

Marketers have discovered the power of utilizing images in advertisements as a means to convey the experience of their product offerings. Advertising images of human models engaging in the product experience have the power to create self- referent schema storylines, emit emotions, and effect attitudes and behavior intentions toward that of the product. However, little research has been done to investigate the effect of a model’s image on the ability to fully engage the participant in self- referent processing. Does an abstract image of the model allow for the participant to transport themselves into the role of the model more easily than that of an image which clearly shows the distinguishing features of the model?