In the era of ”visual communication,” advertising relies heavily on images to deliver sales messages. As pictures become more important than ever, many advertisements nowadays do not have body copy. Without the explanation of body copy, what advertisements do is simply delivering the message in an unusual way. How persuasive are they? This study separates body copy into ”attribute copy” and ”benefit copy,” and examines whether they contribute differently to communicating search versus experience product attributes. The results indicate copy does not affect people's judgment toward brand attitude and product attribute ”desirability,” but influence the ”likeliness” of product attribute. Under search attributes condition, advertisements without body copy outperform those with body copy in terms of contribution to product attribute ”likeliness,” while in the experience attributes condition, the opposite is true. In addition, the effects of benefit copy vary with product attribute verifiability, but attribute copy does not.