Shape-typeface Influences On Brand Credibility In Drug Advertising

The recent research about marketing and consumer psychology shows that the consistency of implied symbolic meanings between or within marketing mix elements has a positive impact on consumer decision.However,the research on the consistency effect between visual product features(such as typeface)and advertising appeal has not been explored yet.The visual appearance of products is one of the most important determinants of consumers’ choice.It is vital to analysis the visual elements of a variety of implied symbolic meanings contained in consumer products in order to improve consumers’ brand reliability and purchase intention.I propose that the shape-typeface used in advertising(angular vs rounded)affects the degree of consistency perceived by consumers and then affects the degree of difficulty and information ease of use,brand credibility and purchase intention.Among the above,the angular shapetypeface is better than the rounded shape-typeface for the rational appeal of the advertising,while f the rounded shape-typeface is better than the angular shape-typeface or the emotional appeal.In order to confirm the hypotheses,this paper includes two pre-experiments and two formal experiments.Experiment 1 and Experiment 2 use 2(advertising appeal: rationality vs sensibility)× 2(shape-typeface: angular vs rounded).139 subjects were collected in Experiment 1 and 305 subjects in Experiment 2.The research verifies the role of the consistency effect of shape-typeface and advertising appeal.The research found that: compared with the angular shape-typeface,the use of round shape-typeface makes it easier for the subjects to extract more information ease of use in the advertising in the emotional appeal of advertising,so that the subjects have a higher degree of brand credibility which generate a higher purchase intention.On the contrary,compared with the round shape-typeface,the use of angular shapetypeface makes it easier for the subjects to extract more information ease of use in the advertising of rational appeal,so that the subjects have a higher degree of brand credibility which generate a higher purchase intention.The research results prove the importance of carefully considering the symbolic meaning of shape-typeface shape features and emphasizes the importance of consistency.In the discussion of these findings,it is proposed that the consistency effect and the intermediary process involved may vary with the type of advertising appeal,which depends on the advertising appeal.The management significance and approaches of future research are also discussed.