Abstract
This study aims to investigate the moderating role of Schwartz human values in the relationship between visual elements and the effectiveness of print advertising. The study examines the influence of color and image elements as design variables and identifies the impact of Schwartz’s values of market. Four real advertisements incorporating these visual elements were embedded within a dummy magazine to serve as stimuli for participants. Using a questionnaire, the study measured both the effectiveness of the advertisements and participants cultural values. The collected data were analyzed employing Structural Equation Modeling. The results indicate that the tradition value dimension moderates the relationship between color, real image, toon image, and advertisement effectiveness. Consequently, the findings suggest that utilizing more realistic images and reducing the presence of cartoon-like illustrations would be beneficial when targeting less traditional communities. However, in traditional markets, the use of toon images can enhance the effectiveness of print advertising.
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