In terms of the visual element of an advertisement, a concrete image has a:
A)higher level of recall than an abstract image.
B)lower level of recall than an abstract image.
C)lesser impact on the affective component of attitude than an abstract image.
D)lesser impact on the cognitive component of attitude than on the affective component.

Question

Quizplus · Accepted Answer

Research suggests that concrete images, which depict a specific object or scene, are more memorable and easier to recall than abstract images, which are more conceptual and indirect in their representation. This is because concrete images provide a clear and distinctive visual cue that is easy to anchor in memory, while abstract images require more mental effort to interpret and connect to existing knowledge. Therefore, advertisements that feature concrete images are more likely to be remembered by viewers and may have a stronger impact on their attitudes and behavior.

In Terms of the Visual Element of an Advertisement, a Concrete