FACTORS REQUIRED TO CREATE AN APPEALING CINEMAGRAPH: THE ROLE OF PERCEIVED CAUSALITY

抄録

A cinemagraph is a short looping video with both moving and stationary parts. Many online advertisements use cinemagraphs; however, some are unsurprising. Considering “perceived causality,” we hypothesized that the cinemagraph lacking the inevitable result scene would seem strange. An online experiment evaluating cinemagraphs posted on Pinterest revealed that the cinemagraphs showing only the cause scene were liked and looked strange. The participants felt a strange temporal aspect and realized that a scene was repeated in the cinemagraph showing only the cause scene more so than only the result scene. However, an experiment using ordinal videos of pool games did not show a high specificity when showing the cause scene and revealed the importance of incompleteness of an event in creating odd impressions of videos. In conclusion, cinemagraphs containing seamless loops can more easily express the incompleteness of an event that shows only the cause as compared with one that shows only the result.