| Abstract |
| Advertising gives some different information to target audience according to information types of advertisement such as pictures only, words only and combined pictures and words. But studies discussed so far have not reach an accord on the effect of advertisement, and then have not agree with the effect of consistent and discrepant ads on the recall. So, the purpose of this study is to identify effects of pictures and words on brand attitude and purchase intention by information processing circumstance such as negatively information processing and positively information processing, and effects brand attitude on purchase intention. In summing up, it revealed that pictures and words are different effects to brand attitude and purchase intention by information processing circumstance, and then it revealed that brand attitudes are different effects to purchase intention by information processing circumstance. In conclusion, the marketer of adversing in print ads. should be effort to make right advertisements that suit their advertising purpose by information processing circumstance because the effect of ads. are different effects to brand attitude and purchase intention by information processing circumstance. |
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| Key Words |
| pictures, words, information processing circumstance |
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