The persuasive effects of verbal anchoring and visual complexity

Many persuasive messages intermingle images with text. Readers who wish to interpret such must grapple the information in both modalities as well relationship between them. One instance of this occurs modern advertising, which is predominantly visual verbal text assuming a supporting role. The functions anchor meaning image, thereby guiding reader preferred conclusion. However, little known about how variations anchoring produce and persuasion. To address knowledge gap, present study sketches model message processing perceived interpretational guidance key explanatory mechanism. A repeated measures experiment (N = 304) finds that (complete vs. moderate none) positively related guidance, regardless complexity an ad’s image (straightforward rhetorical figure). Moreover, explains effects on Findings suggest complete should be over or no because people value cognitive efficiency associated being guided their interpretation imagery.