Featured Research

from universities, journals, and other organizations

Is A Picture Really Worth A Thousand Words? It May Depend On The Camera Angle

Date:
June 3, 2005
Source:
University of Chicago Press Journals
Summary:
Almost every advertisement is accompanied by a visual image. And consumers use these images to infer about the product being offered. But are those inferences the right ones? According to an article in the June 2005 issue of the Journal of Consumer Research consumers do not always connect the dots. Furthermore, researchers conclude that it may often have to do with how the visual images are presented.

Automated pink bunnies playing the drums. A man made of tires. A burger-selling clown. Almost every advertisement is accompanied by a visual image. And consumers use these images to infer about the product being offered. But are those inferences the right ones? According to an article in the June 2005 issue of the Journal of Consumer Research consumers do not always connect the dots. Furthermore, researchers conclude that it may often have to do with how the visual images are presented.

Related Articles


"This research finds that people will make inferences about products--even if the ad copy does not explicitly address those features--just from viewing a product picture. However, when both the ad copy and a feature of the picture both direct the ad viewer to think about a product feature, viewers are most likely to infer that a product has that feature and will perform well. Under these conditions, they also seem to like products better. Thus, consistency of the picture and ad copy helps people to make positive inferences about a product," explain the authors, Laura Peracchio (University of Wisconsin-Milwaukee) and Joan Meyers-Levy (University of Minnesota).

This study is unique to the current research of consumer behavior because previous research has not delved into how consumers respond to visual images and what implications that response has on marketing of products.

"This research shows that subtle properties of ad pictures can have a big impact on people's impressions of products," conclude Peracchio and Meyers-Levy. "The current paper shows that making these types of associations to camera angle actually requires a fair amount of effort and thinking on the part of the viewer. Extensive thinking is required if the viewer is to understand and appreciate the subtle qualities of pictures."

###

Using Stylistic Properties of Ad Pictures to Communicate with Consumers. Laura A. Peracchio and Joan Meyers-Levy. Journal of Consumer Research. June 2005.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Is A Picture Really Worth A Thousand Words? It May Depend On The Camera Angle." ScienceDaily. ScienceDaily, 3 June 2005. <www.sciencedaily.com/releases/2005/06/050603055956.htm>.
University of Chicago Press Journals. (2005, June 3). Is A Picture Really Worth A Thousand Words? It May Depend On The Camera Angle. ScienceDaily. Retrieved November 26, 2014 from www.sciencedaily.com/releases/2005/06/050603055956.htm
University of Chicago Press Journals. "Is A Picture Really Worth A Thousand Words? It May Depend On The Camera Angle." ScienceDaily. www.sciencedaily.com/releases/2005/06/050603055956.htm (accessed November 26, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Wednesday, November 26, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are Female Bosses More Likely To Be Depressed?

Are Female Bosses More Likely To Be Depressed?

Newsy (Nov. 24, 2014) — A new study links greater authority with increased depressive symptoms among women in the workplace. Video provided by Newsy
Powered by NewsLook.com
Winter Can Cause Depression — Here's How To Combat It

Winter Can Cause Depression — Here's How To Combat It

Newsy (Nov. 23, 2014) — Millions of American suffer from seasonal depression every year. It can lead to adverse health effects, but there are ways to ease symptoms. Video provided by Newsy
Powered by NewsLook.com
Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) — Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com
Milestone Birthdays Can Bring Existential Crisis, Study Says

Milestone Birthdays Can Bring Existential Crisis, Study Says

Newsy (Nov. 21, 2014) — Researchers find that as people approach new decades in their lives they make bigger life decisions. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins