In my first artefact questionnaire, 10% of participants considered images a factor in initial reaction. Through further testing and questioning, it was discovered that images are a significant factor.
20 random people aged 18+ participated. Participants looked at six different brand images, indicating favourite and memorable images. The results were not surprising as participants’ image choice is individual. However, presenting controversial images impacted considerably on the results.
To the question, “Please indicate which brand images you found most interesting”, 60% thought Benetton. The results were surprising. Participants thought controversial images were more appealing than noncontroversial ones.
Participants were asked; “Companies such as Benetton use controversial images that do not relate to their products. Would controversial content influence you to click on the image?” 55% said ‘Yes’, 30% said ‘No’. The results confirm the previous question’s results.
To the question, “Should controversial images be used in advertising”, 60% said ‘Yes’, 30% said ‘Have no opinion’. Interestingly, as in the previous two questions, participants found controversial images more appealing in advertising.
Participants were asked, “Would controversial images used in advertising bias you against a brand?” 15% said ‘Yes’, 85% said ‘No’. The results were surprising, but confirmed the previous question’s results. Controversial images are more appealing whether they relate to a product or not.
To the question, “You have looked at brands, information and images. Would images influence you to click on an advert?”, 90% said ‘Yes’, 10% said ‘No’. This was surprising presenting images and information, a mixture of controversial and noncontroversial images for the participants to choose from, forced the participants to consider images in advertising in more detail.
Conclusively, the results were disappointing. Only 20 participants completed the artefact. Apathy is indicated in my fourth artefact as a factor in initial reaction.
