Picture-Word Consistency and the Elaborative Processing of Advertisements
通过三个实验发现，当广告图片与文字传达的产品属性信息不一致，且图片与品牌名交互关联时，消费者对广告的回忆效果更好；这种优势在消费者加工机会减少时减弱，支持了精细加工的解释。
Many advertisers believe the pictorial and verbal components of an ad should convey the same meaning. Based on theoretical and empirical evidence from a variety of areas, three experiments were conducted that show superior recall for ads in which the picture and copy convey discrepant information about product attributes when the picture and brand name are linked interactively. An elaborative processing explanation for the effect is supported by the finding that this superiority diminishes if consumers have less opportunity to process the ad and form associative linkages in memory.