PT  - JOURNAL ARTICLE
AU  - Surendra N. Singh
AU  - V. Parker Lessig
AU  - Dongwook Kim
AU  - Reetika Gupta
AU  - Mary Ann Hocutt
TI  - Does Your Ad Have Too Many Pictures?
AID  - 10.2501/JAR-40-1-2-11-27
DP  - 2000 Jan 01
TA  - Journal of Advertising Research
PG  - 11--27
VI  - 40
IP  - 1-2
4099  - http://www.journalofadvertisingresearch.com/content/40/1-2/11.short
4100  - http://www.journalofadvertisingresearch.com/content/40/1-2/11.full
SO  - J Advert Res2000 Jan 01; 40
AB  - 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.