RT Journal Article
T1 Can a word paint a thousand pictures?: brand- evoked mental imagery in advertising
T2 ¿Una palabra vale más que mil imágenes?: imágenes mentales evocadas por las marcas en la publicidad
T2 Uma palavra vale mais do que mil imagens?: imagens mentais evocadas pelas marcas na publicidade
A1 Gavilán Bouzas, Diana
A1 Avello Iturriagagoitia, María
AB In this research we have used the logo as stimuli to test the brand-evoked mental imagery effect.  According to the Dual Coding Theory, familiar brands facilitate additional pathways –visual and verbal– to retrieve arguments to build mental imagery; therefore, brand stimuli in advertising connects consumer with relevant memories and past experiences. Through an online experiment, applied to a sample of undergraduate students this study provides empirical evidence of the differences in mental imagery evoked by mobile digital advertising due to brand familiarity. The hypothesis posited that a familiar brand will be more likely to increase the ability of an ad to evoke mental image through its three dimensions: vividness, quantity, and elaboration. The individual’s ability to use imagery processing information was controlled. Results show differences in the dimensions of mental imagery due to brand familiarity. Findings suggest that below certain level of brand familiarity, mental imagery of ads may decline. Brand familiarity could enhance advertising information processing and thus the generation of visual mental imagery.
PB Pontificia Universidad Católica de Chile
SN 0719-367X
YR 2020
FD 2020
LK https://hdl.handle.net/20.500.14352/99376
UL https://hdl.handle.net/20.500.14352/99376
LA eng
NO Gavilan, D., & Avello, M. (2021). Can a word paint a thousand pictures? Brand-evoked mental imagery in advertising. Cuadernos. info, (49), 125-145.
DS Docta Complutense
RD 17 abr 2025