Sometimes advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information presented because they think the use of an unexpected visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing.

Question

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This is a common strategy used in advertising known as incongruity advertising, in which an unexpected or surprising visual image is paired with a message to capture the audience's attention and promote deeper processing of the advertisement.

Sometimes Advertisers Design Ads in Which the Visual Portion Is