When face engulfs the field: differential effects of visual quality levels in print ads

Purpose – This study aims to examine the influence of a visual alteration in print advertising on viewers’ responses according to the different textual and pictorial information contained in the ad. Design/methodology/approach – Through an experimental design, the presence or not of a human face and the kind of verbal claims (self-centered vs product-centered) were manipulated, as well as visual fluency manipulated by varying the clarity of the ads. Findings – As expected, the presence of a human face, as opposed to just a product picture, has led to stronger negative effects on attitudes and purchase intention when the ad was visually altered. In addition, ad’s claim directed toward the self yielded lower purchase intentions compared to arguments directed toward product characteristics. Findings supported our main expectations, but also demonstrated contrasted effect, plausibly due to a bias correction. Research limitations/implications – To comfort these findings, further research should be realized on other advertising varying the kind of human face stimuli (e.g. woman/man; smiling/neutral; beautiful/average). Practical implications – In terms of practical implications, it highlights the significance of considering the medium of communication used for print ads with caution. The pictorial use of a human face can be particularly harmful in the persuasive process if there is a risk that the ad could be visually altered. Originality/value – Currently, little is known about how sub-optimal visual exposition changes attitudes and behaviors depending on the content of an ad. The present study expands research on processing fluency effects and the use of models in advertisements.