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Verbal versus Visual Messages Thus far our discussion has focused on the information, or verbal, portion of the message. However, the nonverbal, visual elements of an ad are also very important. Many ads provide minimal amounts of information and rely on visual elements to communicate. Pictures are commonly used in advertising to convey information or reinforce copy or message claims.

Both the verbal and visual portions of an ad influence the way the advertising message is processed.46 Consumers may develop images or impressions based on visual elements such as an illustration in an ad or the scenes in a TV commercial. In some

Exhibit 6-10 Buckley's Cough Syrup uses a two-sided message to promote the product's effectiveness

Exhibit 6-10 Buckley's Cough Syrup uses a two-sided message to promote the product's effectiveness

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