Abstract
This kansei study explored how familiarity with image-word combinations influences affective states. Stimuli were obtained from Japanese print advertisements (ads), and consisted of images (e.g., natural-scene backgrounds) and their corresponding headlines (advertising copy). Initially, a group of subjects evaluated their level of familiarity with images and headlines independently, and stimuli were filtered based on the results. In the main experiment, a different group of subjects rated their pleasure and arousal to, and familiarity with, image-headline combinations. The Self-Assessment Manikin (SAM) scale was used to evaluate pleasure and arousal, and a bipolar scale was used to evaluate familiarity. The results showed a high correlation between familiarity and pleasure, but low correlation between familiarity and arousal. The characteristics of the stimuli, and their effect on the variables of pleasure, arousal and familiarity, were explored through ANOVA. It is suggested that, in the case of natural-scene ads, familiarity with image-headline combinations may increase the pleasure response to the ads, and that certain components in the images (e.g., water) may increase arousal levels.
