Journal of
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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Source Credibility, Visual Strategy and the Model in Print Advertisements
Author(s): Kenneth E. Clow, Karen E. James, Sarah E. Sisk, Henry S. Cole
Citation: Kenneth E. Clow, Karen E. James, Sarah E. Sisk, Henry S. Cole, (2011) "Source Credibility, Visual Strategy and the Model in Print Advertisements" Vol. 5, Iss. 3, pp. 24 - 31
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This study used an experimental design in print advertisements to examine the source credibility
dimensions of expertise, trustworthiness, attractiveness, similarity, and liking within the context of three
different visual strategies. In addition, the ethnicity and gender of the model was examined. The study was
conducted with a student sample using credit cards as the service category. The results indicate
overwhelming support for using a slice-of-life visual strategy over either a fantasy or emotional
approach. The ethnicity and gender of the model impacted the perception of the five dimensions of
credibility.
