Two studies investigate visual complexity in banner ads and support predictions based on the resource-matching perspective, which suggests that processing is optimized when the resources required to process a stimulus match the resources available. A content analysis of actual banner ads...

This book chapter develops an extensive model of the processing of rhetorical works (i.e., figurative language and visual rhetoric). The model synthesizes two theories - experimental aesthetics, which has explained the processing of creative works (e.g., art, geometric shapes, music, and product...