Depicting Humans, Animals, and Objects in Motion: The Effect of Implied Motion on Engagement and Persuasion in Advertising
Journal
Journal of Advertising
Type
journal article
Date Issued
2024-09-17
Author(s)
Bünzli, Fabienne
;
Wibke Weber
;
Fitim Abdullahu
;
Helmut Grabner
Abstract
Over the past several decades, visual imagery has become the dominant element in modern advertising. A common content strategy involves depicting humans, animals, or objects in the midst of motion. Whereas previous research indicates that implied motion images enhance persuasion, it is unclear whether this effect is unique to depictions of moving humans or if it also applies to depictions of moving animals (e.g., a dolphin jumping out of the water) and moving objects (e.g., a car driving on a street, a burger being tossed in the air). Across a set of seven experimental studies, we provide robust evidence that images depicting animate and inanimate motion increase the persuasiveness of an advertisement and that this effect occurs through enhanced engagement. Our findings further indicate that the level of engagement is influenced by the complexity of the depicted motion, with more complex, nonlinear movements eliciting greater engagement than simpler, linear movements. Overall, this research contributes to the advertising literature by providing an empirically grounded account of implied motion imagery and by helping marketers create more effective advertising.
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Informa UK Limited
Volume
54
Number
3
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
open.access
Name
Depicting Humans Animals and Objects in Motion The Effect of Implied Motion on Engagement and Persuasion in Advertising.pdf
Size
2.45 MB
Format
Adobe PDF
Checksum (MD5)
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