Do Photos or Illustrations Drive Prosocial Behaviors in PSAs?

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Summary

An image that tells a powerful story is vital for the success of a public service ad. Is a photograph or illustration better at motivating prosocial actions? The answer lies in whether the visual medium is paired with concrete or abstract messaging, and how intimately the audience can relate to the ad, new research shows.

advertising
audience effects
consumer behavior
effectiveness
nonprofit
targeting

Author bio:

Rita Ngoc To (rto@tarleton.edu) is an Assistant Professor of Marketing at the College of Business, Tarleton State University in Stephenville, TX. Her primary research interests lie in the influence of design (packaging, color, logos and product) and visual aesthetics on consumer behavior. To’s research has appeared in the Journal of Consumer Research and Journal of the Association for Consumer Research.