TY - JOUR T1 - Does Your Ad Have Too Many Pictures? JF - Journal of Advertising Research JO - J Advert Res SP - 11 LP - 27 DO - 10.2501/JAR-40-1-2-11-27 VL - 40 IS - 1-2 AU - Surendra N. Singh AU - V. Parker Lessig AU - Dongwook Kim AU - Reetika Gupta AU - Mary Ann Hocutt Y1 - 2000/01/01 UR - http://www.journalofadvertisingresearch.com/content/40/1-2/11.abstract N2 - Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer pictures, significant reductions in advertising-creation and media costs would result. In this paper the authors focus is on long print advertisements that have a low copy-to-picture ratio. They address several research issues, beginning with the fundamental question: Is a longer pictorial ad more effective than its shorter version? Then does a longer multi-picture ad cut through the media clutter more effectively than its shorter version. The moderating influence of reader motivation on the relative effectiveness of a longer versus a shorter ad is the final research question addressed in this study. ER -