lly are. That is why you see elegant looking people on the front of coffee jars and not "frumpy looking Americans in bathrobes on the label (Smithsonian)
             Color has shown to be a very useful tool when it comes to advertising products. Meyers-Levy + Peracchio (1995) used two experiments to determine the impact of presenting full-color, black and white, and color highlighted ad photos. They hypothesized that "when available resources better approximate those required for extensive ad scrutiny, full color ads or ads that color highlight ad photo ad photos are more persuasive than either black and white ads or ads that color highlight aspects of lower relevance to ad claims (Meyers-Levy + Peracchio 1). They showed that in certain situations that specific layouts of the advertisement would be more helpful. For example in an advertisement that has a lot of information to be processed, that the best type of advertisement would be in black and white. The reason for this is so the colors don't interfere with the information that needs to be processed. "Color ads are likely to undermine even highly motivated consumers' product attitudes by limiting ad claim processing and substantiation (Bohle +Garcia1986; Brandt 1925; Dooley + Harkins 1970).
             Some studies have shown that the impact that color plays in an advertisement depends on two key factors. These factors include the total number of colors used in the advertisement and the extent to which the ad is mentally demanding (Durrett and Stimmell 1982)
             Meyers-Levy and Peracchio (1995) used two experiments to determine the effect of color on ad processing and attitudes towards products. In their first experiment they focused on how differing demands affected processing of full color and black and white ads. They used an ad for a bicycle that was laid out in four different formats. The first was black and white with all pertinent information grouped together and plac...