More than Shapes: The Silhouette Effect in Advertising
研究提出广告中使用人类剪影相比吸引人的模特更能减少消费者的自我威胁，从而提升广告效果，该效应仅适用于外观相关产品，且对低外貌自尊的消费者更强。
Even though the use of silhouettes in advertising is prevalent, knowledge about their impact on consumers is surprisingly limited. In this research, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances advertising effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad referent. In addition, I predict this effect holds only for appearance-related products and strengthens as consumers’ level of appearance-related self-esteem decreases. Six studies reported in this research provide converging evidence in support of these expectations.