A survey of North American ad agency creative directors (n=31) reveals that they use the “white space” executional format in print ads mainly to advertise new brands of products rather than services. Their not necessarily mutually exclusive reasons for designing a predominantly white-space...

We seek to advance visual theory in the domain of commercial rhetoric (advertising) by demonstrating how objects and symbols derive meaning from their histories. We do this by examining a single visual trope common in advertising, white space. The choice of white space was purposeful in that it...

This study examines the impact of increasing the number of images in a print advertisement on affective and cognitive responses. In advertisements with both positive and negative pictures, increasing the number of positive (negative) images increases positive (negative) affect. However,...

We conceptualize, develop, and test a multiple-item bundle valuation model through which decision makers are able to make inferences about the value of uncertain items based on the value of certain items. Results of four experiments indicate that bundling a low-value certain item with a...