This study investigated textual and visual variables of banner advertisements. A number of research questions were addressed by content analyzing banner advertisements from social media and social networking Websites, including YouTube and Facebook. Implications of linking types of banner advertisements to types of social media sites, including differences between visual and textual content of banner advertisements, are addressed. Results indicate that there were notable differences between banner advertisements found on these sites. Ads are more likely to contain greater visual aspects such as animation on social media sites than they are on social networking sites. Further studies should examine how visual and textual appeals affect recognition and attitudes towards a brand or product.
Library of Congress Subject Headings
Internet advertising--Research; Visual communication; Advertising layout and typography; Content analysis (Communication); Social media; Online social networks
Department, Program, or Center
Department of Communication (CLA)
Perez, Louis, "Visual and textual appeals in banner advertising: A Content analysis" (2011). Thesis. Rochester Institute of Technology. Accessed from
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