Seeing Is Believing: The Direct and Contingent Influence of Pictures in Health Promotion Advertising
Seeing Is Believing: The Direct and Contingent Influence of Pictures in Health Promotion Advertising
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DOI：
10.1080/10410236.2012.726403
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发表时间：
2013-11-01
影响因子：
3.9
通讯作者：
Chang, Chingching
中科院分区：
文献类型：
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作者：
Chang, Chingching
因为与文字相比，图片更能有效地触发生动的意象，所以当图片在促进意象方面发挥关键作用时，图片的效果应该会增加。因此，本研究探讨了健康促进广告中以图片形式和口头形式呈现的信息的相对效果。以图片形式呈现的症状增加了对疾病严重程度的感知，而以图片形式呈现的预防选项增强了预防疾病的功效。这项研究还考察了两种偶然情况：当人们面向视觉处理时，以及当没有图片的帮助就不能轻易触发图像时，例如当症状或预防方案难以想象或令人不快时。三项研究的结果支持了所提供的预测。
Because pictures, compared with words, are more effective in triggering vivid imagery, their effects should increase in situations in which they play a crucial role in facilitating imagery. This study accordingly explored the relative effects of information presented in pictorial formats and verbal formats in health promotion advertising. Symptoms presented in pictorial formats increased perceptions of the severity of a disease, whereas prevention options presented in pictorial formats enhanced efficacy in preventing the disease. This study also examined two contingent situations: when people were oriented toward visual processing, and when imagery could not be easily triggered without the help of pictures, such as when symptoms or prevention options were difficult or unpleasant to imagine. The findings of three studies supported the offered predictions.