The vampire effect occurs when creative elements overshadow brand and message recall in advertising. This study advances the vampire effect theory by examining four creative elements in digital environments: panoramic views, celebrity endorsements, creative concepts, and jingles. Through experimental design (n=35) and expert interviews (n=8), we demonstrate that all elements significantly impact brand recall, with celebrity endorsements and creative concepts also affecting message recall. Drawing on attention theory and the concept of awe, we show how spectacular elements trigger cognitive processes that interfere with brand information encoding in digital contexts. Our findings extend vampire effect research beyond traditional media and identify three previously unexplored causes. Results suggest integrating brand elements throughout advertisements, rather than treating them as separate components, can help mitigate this effect. This research provides both theoretical insights and practical guidelines for managing creative elements in digital advertising.

Authors:
Merna Soliman, The American University in Cairo, Egypt
Ahmed Taher, The American University in Cairo, Egypt

About the Presenter(s)
Mrs. Merna Soliman is a marketing manager at Bee Group, Cairo, Egypt and holds a master's degree in Journalism & Mass Communication from The American University in Cairo. She worked as a teaching assistant for almost 3 years at AUC, teaching communication, journalism and advertising. Her research focuses on digital marketing and media, advertising, and communication.

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