Abstract
The purpose of the study is to apply the Elemental Congruence Model to investigate the use of visual and verbal symbols in advertising services that are dominated by maximal-self contexts versus minimal-self contexts. Utilizing a content analysis of service ads, the findings demonstrate that advertisers use proportionately more verbal presentations, pronouns related to the self, here-and-now picturing, and functional/bland background colors in advertising services dominated by maximal-self contexts and proportionately more visual presentations, fewer pronouns related to self more picturing of projections to uncommon experiences, and rich/luxurious and playful background colors for advertising services dominated by minimal-self contexts.
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