Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates attitudes

Results of an experimental study in a print advertising context suggest that two imagery-eliciting strategies, use of pictures and use of copy containing instructions to imagine, stimulate mental imagery processing, which in turn influences attitudinal judgments. Specifically, an ad containing a concrete picture of a product in use was more effective in stimulating vivid visual imagery processing and favorably influencing attitude toward the advertisement and brand than either an ad containing a considerably less concrete picture or one without a picture. Copy containing instructions to imagine also stimulated vivid and elaborate visual imagery processing and enhanced attitudes. Tests for mediation indicate that mental imagery processing explains all or some of the direct effects of the two imagery-eliciting strategies' influence on attitudes.