| Abstract |
| Information processing of pictures and words in print ads has been studied for at least two decades, but much of the work has focused on only pictures. However, some studies found that only words or combined pictures and words is more effect to brand attitude. Thesedays only pictures, only words, and combined pictures and words are different effect to brand attitude whether they have high involvement or not. So, the purpose of this study is to identify effects of pictures and words on attitude and purchase intention by level of involvement. In summing up, first, it revealed that pictures and words are differences effect to brand attitude by level of involvement. second, it revealed that pictures and words are differences effect to purchase intention by level of involvement. third, it revealed that brand attitudes are differences effect to purchase intention by level of involvement. In conclusion, the marketers of advertising in print ads. have to effort to make right advertisements that suit their advertising purpose by types of involvement because types of information are differences effect to brand attitude and purchase intention by level of involvement. |
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| Key Words |
| pictures, words, involvement, attitude, purchase intention |
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