5-33. The most common forms of advertising contain visual and verbal or written elements. A visual ad places the greatest emphasis on a picture or an optical element to get the message across. A verbal or written ad places more emphasis on the words contained in the message. Visual and verbal elements should work together. If this is achieved, then an advertisement is created that meets the desired stage of the hierarchyof-

effects model or the attribute-benefit-personal value chosen from a means–end chain. Visual images tend to mean more favorable attitudes toward both the advertisement and the brand. Visuals tend to be more easily remembered than spoken words. They are stored in the brain as both pictures and words.

This dual-coding process makes it easier for people to recall the message. For each of the following websites, discuss the balance of visual, verbal, and written messages.

a. Australia’s Telestra (www.telstra.com.au)

b. Egypt’s Talaat Moustafa Group (www

.talaatmoustafa.com)

c. Brazil’s Petrobras (www.petrobras.com)

d. The United Kingdom’s British Airways

(www.britishairways.com)