Abstract:

In this paper we will restrict discussion to print ads and consider methods and models which allow to analyse constructs such as the first affective impression or emotional and/or psychological appeals of print advertisements. These constructs are supposed to belong to the determinants of the concept of attitude toward the advertisement. Particularly in product classes where physical differences between brands are slight and well below the threshold above which consumers are able to discriminate the brands a distinctive and emotionally appealing advertisement is a key for success.