Vision- and Warning-Based Ads (03-10-22)

Shen and colleagues studied responses to different sorts of advertisements along with perceived beauty.  They report that “Using 68 standardized environmental advertisements as materials, this study examines potential differences between warning-based and vision-based environmental advertisements in the induced environment-related aesthetic perception and experience. The results show a significant difference between warning-based and vision-based advertisements in the experienced beauty . . .  with no difference in (global) aesthetic perception. Specifically, the vision-based advertisements have higher ‘good’ and ‘boring’ scores than the warning-based ones, whereas the warning-based advertisements score more highly in ‘interesting,’ ‘awe,’ ‘amazing,’ and ‘inspiring’ measures than their counterparts. These findings suggest that both types of environmental advertisements trigger a similar aesthetic perception.”

Wangbing Shen, Meijiao Wang, Yuan Yuan, Halping Bai, and Meifeng Hua.  2022.  “Beauty Is Not In the Eye But In the Inner Heart:  Evidence From Environmental Advertising.”  Psychology of Aesthetics, Creativity, and the Arts, vol. 16, no. 1, pp. 164-175, https://doi.org/10.1037/aca0000361