Getting an Angle in Advertising: The Effect of Camera Angle on Product Evaluations
两项实验研究了广告中拍摄产品的相机角度如何影响消费者的产品评价，发现当消费者处理广告信息的动机低或中等时，角度效应显著，且不同动机水平下最有利的角度不同。
Two studies explored how and why the camera angle used to photograph products in ads may affect viewers’ product evaluations. The findings suggest that such camera angle effects are likely to emerge when viewers’ motivation to process ad information is either low or moderate rather than high. When processing motivation was low, evaluations were most favorable when the viewer seemed to be looking up at the product, least favorable when he or she looked down at the product, and moderate when the product was at eye level. However, when processing motivation was moderate, eye-level shots produced the most favorable evaluations. The authors suggest that the use of different processing heuristics may be responsible for these camera angle effects.