Persuasiveness of Typefaces: How Non-Verbal Factors Impact the Effectiveness of Emotional and Rational Advertisements
Arielle Nicole Cerini, The College of WoosterFollow
The effects of typeface disfluency and attractiveness on the persuasiveness of and memory for print advertisements was assessed for emotional and rational appeals. Participants were asked to read two advertisements, one emotional and one rational, and after each fill out a scale of advertisement effectiveness attractiveness and readability of the typefaces were varied. Following the assessment of both advertisements, participants completed a recall task on the first and second advertisements respectively. A correlation was found between the effectiveness of emotional advertisements and the overall attractiveness of the advertisement. Both emotional and rational advertisements experienced an increase in effectiveness with a decrease in disfluency. Fonts categorized as appealing resulted in more effective ratings of emotional and rational advertisements. In addition, for emotional advertisements typefaces that were perceived as appealing were significantly less disfluent. It was concluded that there is an inverse relationship between disfluency and advertisement effectiveness for emotional and rational advertisements. In conclusion, it was found that the use of non-verbal factors that are associated with typeface can increase the overall effectiveness of emotional and rational advertisements.
Gillund, Gary
Cerini, Arielle Nicole, "Persuasiveness of Typefaces: How Non-Verbal Factors Impact the Effectiveness of Emotional and Rational Advertisements" (2015). Senior Independent Study Theses. Paper 6540.
© Copyright 2015 Arielle Nicole Cerini