Close-up “vs” long-shot images in advertising appeals: the role of objective temporality

Purpose This paper aims to analyze the effect of temporal experiences on the visualization of advertising appeals in the banking sector. More specifically, this study investigates the effectiveness of advertising messages that use close-up “vs” long-shot images and influence objective temporality as a driver of visual attention. Design/methodology/approach One experiment was done through visual attention using an eye-tracking application. This investigation included the participation of 238 volunteers viewing 2 different types of advertising appeals: savings accounts and bank cards. The advertising appeals brought manipulations of close-up “vs” long-shot images. Findings The authors' findings indicate that close-up images increase visual attention in advertising appeals. On the other hand, the presence of long-shot images reduces visual attention in advertising appeals. Furthermore, the eye-tracking results revealed that long-short images constantly decreased with the passing of objective temporality. In contrast, close-up images had the first moment of increased visual attention levels followed by a fall toward the end of objective temporality. Originality/value The manipulation of image format differences can increase attention and memory effects. For this reason, the interaction between objective temporality and close-up “vs” long-shot images must be considered more carefully than has been done so far. This article reflects on this care and points the way to future research agendas.