Abstract
The present study explores the effects of familiarity on affective responses (pleasure and arousal) to Japanese ad elements, based on the schema incongruity theory. Print ads showing natural scenes (landscapes) were used to create the stimuli (images and words). An empirical study was conducted to measure subjects' affective responses to image-word combinations that varied in terms of incongruity. The level of incongruity was based on familiarity levels, and was statistically determined by a variable called ‘pairing-congruity status’. The tested hypothesis proposed that even highly familiar image-word combinations, when combined incongruously, would elicit strong affective responses. Subjects assessed the stimuli using bipolar scales. The study was effective in tracing interactions between familiarity, pleasure and arousal, although the incongruous image-word combinations did not elicit the predicted strong effects on pleasure and arousal. The results suggest a need for further research incorporating kansei (i.e., creativity) into the process of stimuli selection.
