Theadvertising objectives that have been tested in this thesis are: ad attitude,
product attitude, brand attitude, perceived quality, brand interest, perceived
brand ability and purchase intentions, all of which can be considered as
plausible goals for a company such as Air Tours.
For these
objectives, the ANOVA-analyses show very little significant evidence that there
should be any connection between the level of artistry and the evaluations
provided through the surveys. Instead, they reveal that the range of images,
scaled from least to most artistic, is in fact broken in the middle so that the
second most artistic image receives the second worst evaluations. This suggests
that there is another important psychological mechanism in plan other than the
appreciation of art – hence the t-tests.
A peculiareffect of placing art in an advertisement context is apparently that the images
rated as the most artistic are not necessarily the ones that are the most
liked. According to the t-test results, there is a positive correlation between
art and evaluations, but not at very convincing significant levels or with
dramatic differences. Instead, the greatest effect was found when the same data
was tested in the other direction, i.e., good versus bad image instead of art
versus non-art. In a few cases, having a good picture in the advertisement made
the difference between a negative (mean below 4) and a positive evaluation
(mean above 4). As long as the image is favorable, positive, good, and pleasant
and liked, it does not matter that much if it is an amateur photo or an oil
painting – what matters is the overall evaluation. Thus, the cost of placing a
Monet painting in an advertisement may prove to be a waste of money.
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