The Influence of Nonattended Material on the Processing of Advertising Claims
基于半球加工理论，通过两个实验发现广告中非注意的图片和文字会竞争处理注意信息的潜意识资源，影响对广告主张的理解和记忆，且干扰程度取决于伴随材料的形式和位置。
Hemispheric processing theory suggests that adding information to support verbal claims in an advertisement may influence the subconscious processing of the claims. Experiment 1 shows nonattended pictorial and verbal advertisements can compete for subconscious resources needed to process an attended verbal message and thus influence the comprehension and memory of the message. Experiment 2 shows similar patterns of interference result when brand claims are accompanied by a product illustration or verbal headline. In each experiment, interference is shown to be a function of the form of the material accompanying the verbal message and its placement in relation to the message. Implications for the design and layout of marketing communications are discussed.