The influence of art infusion in advertising on the effectiveness of advertisements

Abstract

Background/Objectives: This study aims to empirically investigate the influence of art infusion in advertisement on memory and judgment, from the consumer's information processing perspective. Methods/Statistical analysis: This study empirically analyzed the difference in recall and diagnosis related to memory according to the usage of famous painting and frequency of exposure. The results were verified through experimental studies, and two-way MANOVA analysis was conducted using factorial design between 3 artwork utilization methods and 2 artwork exposure frequencies. The experiment of this study was conducted through an online questionnaire. Findings: In the case of recall according to the artwork exposure frequency, the recall of advertisement with low-exposure artwork was higher than that of high-exposure artwork. Furthermore, the high-exposure artworks showed more positive results than the low-exposure artworks for the product diagnosticity and the advertisement attitude toward a product. For the advertisement diagnosticity, however, the low-exposure artworks showed more positive results than the high-exposure artworks. When the interaction effects were compared for the advertisement diagnosticity, the results of product diagnosticity of advertisement were completely opposite to the results of recall effect. The advertisement with simply-infused high-exposure artwork showed the most positive product diagnosticity. On the other hand, the advertisement with the reinterpreted low-exposure artwork showed relatively low product diagnosticity. This implies that an advertisement with high recall is not always helpful for assessment of a product. Improvements/Applications: The analysis of implicit results of this study shows that an advertisement with reinterpreted artwork has a high advertisement recall value. © 2019, Primrose Hall Publishing Group.