Abstract
This paper shows that the inclusion of artistic images in advertisements can enhance brand attitude, brand interest, and perceived brand ability. On the basis of an experiment in which an advertisement including a regular photo is compared to advertisements including a well-known skilled painting, an unknown skilled painting, an unskilled painting, or an artistic photo, the study shows that the presence of art increases perceptions of luxury and creativity. These perceptions mediate the effect on the three dependent variables. This study contributes to the understanding of artistry in marketing communication design and planning. Implications for marketing communication research and practice are discussed.