模糊一点好广告图片景深对消费者态度的影响.PDF

53 76 模糊一點好： 廣告圖片景深對消費者態度的影響 The Influences of Photographic Depth of Field in Advertising on Consumer’s Attitude Chun-Ming Yang Shu-Ni Hsu Abstract Numerous research indicate the importance of visual element in print ads. Existing literature have examined the role of visual rhetoric and stylistic properties, but never explored the influences of a common photographic tactic, depth of field, on consumer responses. Depth of field (DoF) is the distance between the nearest and farthest obj ects in a scene that appear acceptably sharp in an image.The shorter the distance, the shallower the DoF In this article, the authors find that shallow DoF im- age in a print ad can also impact consumer ’s brand attitude. Specifically, shallow DoF image enhances consumer ’s brand attitude while consumer has a clear consumption goal. Based on recent findings in metacognitive experience theory, the authors argue that shallow DoF image creates men- 53 Taiwan Journal of Marketing Science Vol. 9, No. 1, pp.5376 TJMS tal disfluency, and consumers devote more cognitive processing efforts. However, consumers non-consciously misuse these cognitive efforts a