Effects of Visual Advertising on Self-Referencing and Empathy Towards Health Conditions

Title

Effects of Visual Advertising on Self-Referencing and Empathy Towards Health Conditions

Published Date

2014-07

Publisher

Type

Scholarly Text or Essay

Abstract

In regards to advertising, advertisers seek to not only draw the viewer’s attention, but also to allow the viewer to connect with the product. However, a major obstacle in affecting a viewer’s connection with a product is the existing prejudices a viewer may have. A way to resolve this obstacle is by increasing empathy and self-referencing. This study looks at whether presenting a typical user in an advertisement can bring about such feelings of empathy and self-referencing. Participants view an advertisement for an anti-depressant medication with either a typical user or a plain color background. After viewing the advertisement participants take a survey assessing self-referencing, empathy, social distance, and behavior towards depression in response to the advertisement viewed. The results of the study find that presenting a typical user in an ad is beneficial in inducing self-referencing over presenting a plain background. However, the advertisement did not encourage empathy or whether or not someone would buy the product. With all these things in mind, including the typical user in the advertisement is found to be beneficial but may not have long lasting effects.

Keywords

Description

Faculty advisor: Jennifer Ball

Related to

Replaces

License

Series/Report Number

Funding information

This research was supported by the Undergraduate Research Opportunities Program (UROP).

Isbn identifier

Doi identifier

Previously Published Citation

Other identifiers

Suggested citation

Cao, Christine; Ball, Jennifer. (2014). Effects of Visual Advertising on Self-Referencing and Empathy Towards Health Conditions. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/164082.

Content distributed via the University Digital Conservancy may be subject to additional license and use restrictions applied by the depositor. By using these files, users agree to the Terms of Use. Materials in the UDC may contain content that is disturbing and/or harmful. For more information, please see our statement on harmful content in digital repositories.