Artistic imagery in advertising: experiencing advertisements through art

Abstract

Abstract The general aim of this research is to address the importance of considering visual artistic imagery in engaging consumers for persuasion effects. In this study, I present properties of visual images crucial for aesthetic value and possible modes of engagement with artistic advertisements. I argue that both a visual rhetorical figure and a high sensory quality function to “make the familiar strange” and to engage recipients in the ad. The communicative effectiveness is tested through the experience of pleasure, immersion, narrative transportation, ad experience (involving sensory, cognitive and affective elaboration) and personal involvement. The results of the experiment show that a visual rhetorical figure and a high sensory quality of an ad influence communicative effectiveness of picture-based artistic advertisement. Plausibly, by making familiar strange, artistic ads become effective communicative tools, as they give an opportunity to engage with an ad in different ways and boost ad experience. It seems also that using artistic ads can be particularly effective in communicating brand personality. This research advances the theory and practice of communicative effectiveness of picture-based artistic advertisements.