Image Manipulation in Political Advertisements: How Color and Music Influence Viewer Attitudes and Emotions
Date
2005
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Haverford College. Department of Psychology
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Award
Language
eng
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Haverford users only
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Abstract
Many studies have examined the effects of political advertising, yet evidence concerning the influence of nonverbal elements remains scarce. Preliminary research suggests that technological manipulations of audio-visual content can increase persuasiveness. However, existing methodology limits assessment of the effects of individual manipulations and the mechanisms thereof. This experiment tested the effects of color desaturation and music on evaluation of an unknown candidate. 126 subjects viewed altered support and attack advertisements. Subjects rated the candidate’s likeability and character traits and reported their vote likelihood and emotional reaction. Analysis indicated a strong correlation between mood and evaluation. Negative music lowered ratings compared to positive music and the control. Color produced no main effect but amplified the effectiveness of no music in support ads above the altered conditions. The results are discussed in relation to the elaboration likelihood model. A direct digital manipulation methodology is also introduced.