Find the latest and most impactful research on advertising creative here. All the research listed comes from the ARF or one of its subsidiaries: The Journal of Advertising Research (JAR), the Marketing Science Institute (MSI) or the Coalition for Innovative Media Measurement (CIMM). Feel free to bookmark this page, as it will be updated periodically.
During the COVID-19 pandemic, the vulnerability appeal became prevalent among for-profit companies in distress and seeking ways to sustain their business. Facing the threat of shutting down, they shifted their messaging to asking customers to help them stay afloat by buying their products. New research explains the success behind these novel types of appeals.
Member Only Access
Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.
Member Only Access
Highly creative advertising is essential for lesser-known brands, but for familiar ones the effort may backfire, new research shows. If the highly creative ad is perceived as off-brand or forces too much information processing, it can damage consumers’ attitudes toward the familiar brand.
Member Only Access
Will an ad that makes fun of the very consumers it targets offend or appeal to them? So-called “audience-targeted negative advertisements” (ATNAs) are the subject of new research that examines ATNAs through the lens of empathy. It also tests their effectiveness for promoting low- and high-status products.
Member Only Access
Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.
Member Only Access
Consumers may love online video platforms like YouTube, but when it comes to the inevitable disruption—the annoying mid-roll ads that start playing in the middle of a scene, sentence or word—they are not so amused. In fact, new research shows that the irritation caused by these ads leads to lower levels of product involvement and brand recognition than that garnered by non-disruptive ads.
Member Only Access
How can the use of colors and design elements improve the effectiveness of ads? New research provides a different blueprint for graphic designers, depending on whether the ad is functional or experiential.
Member Only Access
Some ads promoting pro-environmental behaviors put human-like faces on natural images like oceans, volcanos and forests, among others. Marketing scholars ask: which anthropomorphic character is more effective—one that is happy or sad? The answer lies in whether the content is perceived as a sudden disaster or an ongoing tragedy.
Member Only Access
Negative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.
Member Only Access
Data-driven marketing presents opportunities but also many challenges for managing creativity and creative teams. A new study offers a roadmap for managers at agencies to be more strategic in the creative integrated marketing communications process by rethinking the distribution and valuation of creativity.
Member Only Access