Typecase Influences on Recognition of Print Advertising Headlines

TL;DRAbstract

This is an investigation of the influence typecase has on recognition of print advertising headlines. After reviewing print ad effectiveness research and legibility research, it uses information processing theory and typecase legibility research results to hypothesize that (a) initially there will be no difference in recognition of headlines in all upper case type versus lower case type; and (b) after a one-week delay, headline recognition will be significantly better for headlines in lower case type. The hypotheses were tested in a controlled experiment using 114 college students as voluntary subjects. T-tests supported the first hypothesis and failed to support the second. Repeated measures analysis of variance showed there were gender differences in initial recognition scores for lower case headlines, with females scoring significantly higher than males. This analysis also indicated possible differences in involvement with either the experiment or advertising that influenced the rec

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