Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review
Image and Text in Ambiguous Advertising Posters. / Konovalova, Anastasiia; Petrova, Tatiana.
Proceedings of 7th International Congress on Information and Communication Technology - ICICT 2022. ed. / Xin-She Yang; Simon Sherratt; Nilanjan Dey; Amit Joshi. Vol. 4 Springer Nature, 2023. p. 109-119 (Lecture Notes in Networks and Systems; Vol. 465).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review
}
TY - GEN
T1 - Image and Text in Ambiguous Advertising Posters
AU - Konovalova, Anastasiia
AU - Petrova, Tatiana
N1 - Konovalova, A., Petrova, T. (2023). Image and Text in Ambiguous Advertising Posters. In: Yang, XS., Sherratt, S., Dey, N., Joshi, A. (eds) Proceedings of Seventh International Congress on Information and Communication Technology. Lecture Notes in Networks and Systems, vol 465. Springer, Singapore. https://doi.org/10.1007/978-981-19-2397-5_11
PY - 2023
Y1 - 2023
N2 - This paper investigates the role of lexical ambiguity in the processing and recognition of multimodal advertisements. First, we combined 28 Russian advertising posters: 14 ads with an ambiguous headline that leads to the conflict between text and pictural parts of a poster and 14 explicit ads of the same structure and advertising product as their ambiguous pairs. In Exp.1, 104 Russian participants looked at the stimuli and rated the stimuli by 6 parameters: how eye-catching, original, impelling to buy the advertised product, understandable, evoking positive emotions and matching the product the posters are. We used scales from 1 to 5. The experiment was conducted via Google Forms. 3–4 weeks later, in Exp. 2, the same participants were invited to recognize verbal and non-verbal “halves” of the posters from Exp. 1. The results of the scaling experiment showed that ambiguous advertising posters were ranked significantly higher than unambiguous ads by four of six parameters. Furthermore, ambiguous posters were rated as slightly more understandable than unambiguous posters, despite the expectation that word-play would complicate the understanding of the ambiguous posters. In the recognition task, we revealed that both verbal and non-verbal components of a poster are recognized better if they were a part of an ambiguous poster. These findings are discussed in relation to the multimodal text literature, and research perspectives are provided to explore ambiguous text processing empirically.
AB - This paper investigates the role of lexical ambiguity in the processing and recognition of multimodal advertisements. First, we combined 28 Russian advertising posters: 14 ads with an ambiguous headline that leads to the conflict between text and pictural parts of a poster and 14 explicit ads of the same structure and advertising product as their ambiguous pairs. In Exp.1, 104 Russian participants looked at the stimuli and rated the stimuli by 6 parameters: how eye-catching, original, impelling to buy the advertised product, understandable, evoking positive emotions and matching the product the posters are. We used scales from 1 to 5. The experiment was conducted via Google Forms. 3–4 weeks later, in Exp. 2, the same participants were invited to recognize verbal and non-verbal “halves” of the posters from Exp. 1. The results of the scaling experiment showed that ambiguous advertising posters were ranked significantly higher than unambiguous ads by four of six parameters. Furthermore, ambiguous posters were rated as slightly more understandable than unambiguous posters, despite the expectation that word-play would complicate the understanding of the ambiguous posters. In the recognition task, we revealed that both verbal and non-verbal components of a poster are recognized better if they were a part of an ambiguous poster. These findings are discussed in relation to the multimodal text literature, and research perspectives are provided to explore ambiguous text processing empirically.
KW - Advertising
KW - Ambiguity
KW - Image
KW - Multimodality
KW - Text
UR - http://www.scopus.com/inward/record.url?scp=85136963822&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/4135d76f-fa1a-35ae-ba9a-916a0d796b0b/
U2 - 10.1007/978-981-19-2397-5_11
DO - 10.1007/978-981-19-2397-5_11
M3 - Conference contribution
AN - SCOPUS:85136963822
SN - 9789811923968
VL - 4
T3 - Lecture Notes in Networks and Systems
SP - 109
EP - 119
BT - Proceedings of 7th International Congress on Information and Communication Technology - ICICT 2022
A2 - Yang, Xin-She
A2 - Sherratt, Simon
A2 - Dey, Nilanjan
A2 - Joshi, Amit
PB - Springer Nature
T2 - 7th International Congress on Information and Communication Technology, ICICT 2022
Y2 - 21 February 2022 through 24 February 2022
ER -
ID: 99938146