De Pelsmacker, PatrickGeuens, MaggieAnckaert, Pascal2017-12-022017-12-022002http://hdl.handle.net/20.500.12127/721Humorous, warm, and rational television and print advertisements are tested in similar television and print contexts. The impact of ad style / context style congruency and context appreciation on the attitude toward the ad and recall was studied. Results show that low involvement persons perceived ads embedded in a congruent context as clearer and more likable. High involvement persons perceived ads embedded in a contrasting context as having a higher likeability and clarity. Ads shown in a highly appreciated television or print context resulted in a more positive attitude toward the ad. As opposed to a print environment, in a television context, ad content and brand recall were positively influenced by a positively appreciated context.enBrandingJournal of Advertising358313204551213762