EMOTION EVOKING FACTORS IN ADVERTISEMENT IMAGES
2010 年 56 巻 6 号 p. 47-56
詳細
2010 年 56 巻 6 号 p. 47-56
The study discussed the relationship between the contextual information in advertisement images and emotional evoking. The data were collected by expert in-depth interviews, and then analyzed with by Protocol Analysis and KJ method. The results indicated that consumers' emotions were aroused by 13 factors during the message delivery of advertisement images, which included Metaphor, Creativity Presentation, Situational Atmosphere, Visual Guidance, Visual Focus, Composition, Quality, Color, Characteristics of Photographed Objects, Light, Background, Lens Language, and Space. Moreover, a self-devised questionnaire was utilized and analyzed by the Multiple Regression for further understanding the displayed role of each factor in the emotion evoking. The results suggested that the 13 emotion-evoking factors were able to reflect the processes in which consumers received the image contextual information; furthermore, each factor represented the importance at different levels while people viewed images from different emotional categories.
