Involvement in Fashion Advertising: The Role of Images

This exploratory study used the concept of involvement to explore the effectiveness of image versus copy in an advertisement for an apparel item. Level of involvement with the advertisement was measured using three variations of the advertisement: copy and image, copy-only, and image-only. Fashion involvement was used to test the personal relevance of fashion.The analysis revealed no significant differences among respondents with respect to their involvement with the variations of the advertisement because of the different treatments. Findings indicated that fashion involvement was related to involvement with the advertisement. Results also showed how fashion involvement could be used to predict the level of involvement with the advertisement. Contrary to previous involvement research, the presence or absence of text produced no significant differences in viewer involvement with the advertisement.