Is Bigger Always Better? The Impacts of Product-Model Size Ratio and Brand Social Role on Advertising Effectiveness

摘要

This research examines how advertisers can use the size contrast between product and model images (SCPM) to maximize advertising effectiveness. Size (big or small) can be an important metaphor and it shapes perceptions of the significance of social stimuli (Landau, et al 2010). Early studies showed that both children (Bruner and Goodman 1947) and adults (Bruner and Postman 1948) perceive socially significant symbols as physically larger than neutral symbols. People commonly talk about an increase in significance of importance as physical largeness or expansion ("This isa big problem, and it is only going to grow"; Lakoff and Johnson 1999).