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Related Experiment Videos

When advertising turns "cheeky"!

Jennifer A Burkitt1, Deborah M Saucier, Nicole A Thomas

  • 1Department of Psychology, University of Saskatchewan, Saskatoon, Canada.

Laterality
|April 29, 2006
PubMed
Summary
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Print advertisements show a rightward posing bias, unlike portraits. This bias remained consistent across different target audiences and over a century of advertising, suggesting a unique characteristic of commercial imagery.

Area of Science:

  • Psychology
  • Marketing
  • Visual Communication

Background:

  • Portraits commonly display a leftward posing bias, where individuals present their left cheek more prominently.
  • Posing biases in visual media may be influenced by various factors, including the context and purpose of the image.
  • Previous research has primarily focused on posing biases in portraiture, with limited investigation into commercial advertising.

Purpose of the Study:

  • To investigate posing biases in print advertising.
  • To determine if the type of product advertised influences posing bias.
  • To examine changes in posing biases in print advertisements over more than 100 years.

Main Methods:

  • Coded 2664 print advertisements from two distinct time periods.

Related Experiment Videos

  • Classified advertisements based on target audience: men, women, or both.
  • Analyzed posing bias, categorizing it as rightward, leftward, or central.

    • Main Results:

    • Print advertisements consistently exhibit a rightward posing bias.
    • This rightward posing bias was observed regardless of the time-frame studied.
    • The findings contrast with the typical leftward posing bias found in portrait studies.

    Conclusions:

    • Print advertising demonstrates a distinct rightward posing bias, differing from portraiture.
    • This bias appears independent of the advertisement's target audience and temporal changes.
    • The unique posing bias in advertising may be linked to its commercial objectives and the strategic use of attractiveness.