Symbolic Visuals in Advertising: The Role of Relevance

Symbolic Visuals in Advertising: The Role of Relevance
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Published on 2008 by ProQuest

Symbolic Visuals in \u003cb\u003eAdvertising\u003c/b\u003e A \u003cb\u003edefinition\u003c/b\u003e of symbolic visuals is appropriate \u003cbr\u003e\nbefore the discussion of symbolic visuals in \u003cb\u003eadvertising\u003c/b\u003e. Much of the literature (i.e. \u003cbr\u003e\nPeracchio and Levy 2005; Zakia and Nadin 1987; Stewart 1966; Sirgy 1982; Mick\u003cbr\u003e\n ...

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Relevance has been applied to various conditions in the marketing literature but no single definition has been developed. A single clear definition will be helpful to researchers investigating relevance in the marketing and consumer behavior fields. Confusion also exists in the literature regarding to what extent a symbolic visual in an advertisement is relevant. Many researchers are also calling for empirical evidence of a linkage between relevance and response through a theoretical measure of relevance.

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