Print advertising: Type size effects

Pillai, Kishore Gopalakrishna, Katsikeas, Constantine S. and Presi, Caterina (2012) Print advertising: Type size effects. Journal of Business Research, 65 (6). pp. 865-868. ISSN 0148-2963

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Abstract

Previous research identifies two types of advertising comprehension—objective comprehension and subjective comprehension—with the former message-based and the latter receiver-based. This study examines the effects of body-copy type size on readers' subjective and objective comprehension of the message in a typical print ad. The study finds that type size has a significant positive effect on subjective comprehension of the ad, but not on objective comprehension. Subjective comprehension mediates the positive effect of type size on attitude toward the advertised product. The main implication of the study is that advertisers should use as large a type size as possible for the copy in all ads that contain text.

Item Type:	Article
Uncontrolled Keywords:	subjective comprehension,objective comprehension,type size,attitude toward the advertised product
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Pure Connector
Date Deposited:	18 Oct 2016 14:00
Last Modified:	09 Nov 2022 16:31
URI:	https://ueaeprints.uea.ac.uk/id/eprint/60954
DOI:	10.1016/j.jbusres.2010.04.010

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