Healthy Skepticism Library item: 5775

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Burkitt JA, Saucier DM, Thomas NA, Ehresman C.
When advertising turns 'cheeky'!
Laterality 2006 May 01; 11:(3):277-86
http://taylorandfrancis.metapress.com/(2l2xmgqnf5koknqxuljfhlax)/app/home/contribution.asp?referrer=parent&backto=issue,5,7;journal,4,47;linkingpublicationresults,1:101905,1

Abstract:

Portraits typically exhibit leftward posing biases, with people showing more of their left cheek than their right. The current study investigated posing biases in print advertising to determine whether the product advertised affects the posing bias. As the posing bias may be decreasing over time, we also investigated changes in posing biases over a span of more than 100 years. The current investigation coded 2664 advertisements from two time periods; advertisements were coded for target group of advertisement (men, women, both) and posing bias (rightward, leftward, or central). Unlike other studies that typically observe a leftward posing bias, print advertisements exhibit a rightward posing bias, regardless of time-frame. Thus, print advertisements differ greatly from portraits, which may relate to the purpose of advertisements and the role of attractiveness in advertising.

Keywords:
Advertising* Awareness Beauty* Face* Humans Individuality Laterality* Periodicals Photography* Posture* Research Support, Non-U.S. Gov't Sex Factors