Symbolic visuals in advertising: The role of relevance. Page: 52
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(2007) found the match-up hypothesis or fit between celebrity and product does
significantly improve celebrity endorser effectiveness.
Congruency and match-up theories are effective at explaining how objects that
share similar attributes can be connected in an advertisement. Both theories use an
objective form of relevance because of the logical relationship that is expected to exist
outside of any context. The match-up hypothesis does not allow for any illogical
relationship because it does not offer an explanation as to why objects that possess
dissimilar attributes may be effectively connected in an advertisement. Congruency
theory does allow for illogical relationships but, like the match-up hypothesis, does not
address how the context may provide an environment under which incongruent objects
can become connected. TOR provides explanation about connections of both congruent
and incongruent objects and how the context contributes to the implications that arise.
Thus, this dissertation asserts that TOR is the appropriate theoretical approach to explain
the relevance of congruent and incongruent objects in the context of an advertisement.
Congruent and Incongruent Visuals
The literature suggests that both congruent and incongruent symbolic visuals and
products used in advertising can produce contextual effects on consumers. Recall that
congruent visuals are expected to hold a close logical connection with a product in an
advertisement. The visual is incongruent if it does not have an expected logical
relationship with the product. Contextual effects that arise may be different between
congruent and incongruent visuals. The Elemental Congruence Model (ECM) developed
by Spears, Paswan and Kahla (2006) posits what type of effects may arise when either52
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Holmes, Gary R. Symbolic visuals in advertising: The role of relevance., dissertation, August 2008; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc9089/m1/63/: accessed April 23, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .