An Empirical Study on the Effective Use of Visuals in Advertising Promoting the Prevention of Obesity

Abstract

Background: Nowadays, obesity prevention is one of the most significant health concerns. With this situation as a backdrop, this study tests the effects of visual images to maximize the effects and effectiveness of advertisements promoting obesity prevention. Methods: This study incorporating the think-aloud method tested whether the effects of different female models (i.e., obese vs. skinny model) in the print advertisements promoting the prevention of obesity are different between male and female consumers. Particularly, this study examined whether the effects of obese vs. skinny models on message recall and attitudes toward the ad visual and the ad in general are different between male and female consumers. Results: The results indicate that the use of the obese model, compared to that of the skinny model, produced a higher level of message recall for the female participants. Additionally, both male and female participants showed negative attitudes toward the ad visual using the obese model. Furthermore, when the participants were exposed to the skinny model, the male participants showed a positive attitude toward the ad, whereas the female participants showed a negative attitude. Conclusion: This study contributes to the understanding of the effects of different ad visuals by comparing male and female consumers and expanding the research stream on the effects of ad visuals by using the think-aloud method.