To test this hypothesis, image-oriented ads and adjustment-oriented ads were shown to consumers who were high or low in self-monitoring. The image-oriented Canadian Club ad showed a whiskey bottle near a set of blueprints for a new home, and the caption stated, “You’re not moving in, you’re moving up.” The image-oriented Barclay cigarette ad showed a handsome, well-dressed gentleman about to light a cigarette while looking at an attractive female companion, and the caption stated, “You can see the difference.” The image-oriented Irish Mocha Mint coffee ad showed a smiling couple relaxing in a candlelit room, and the caption stated, “Make a chilly night become a cozy evening with Irish Mocha Mint.” For each product, the adjustment-oriented ad emphasized taste and flavor rather than appearance. The result showed that high self-monitors were influenced more by image appeals, whereas low self-monitor were influenced more by adjustment appeals.