The effect of variations in banner ad, type of product, website context, and language of advertising on Internet users attitudes
A high-involvement product was more appealing when advertised using a banner ad with a photograph. A low-involvement product was slightly more appealing when advertised using a text-only ad. Products were more appealing with native-language (Spanish) ads relative to English ads. Products were more appealing when appearing on congruent websites with similar themes as ads.
banner ad language of advertisement high-involvement product internet advertising display ads vs. text-only ads visual information