People tend to display the left cheek when posing for a portrait; however, this effect does not appear to generalise to advertising. The amount of body visible in the image and the sex of the poser might also contribute to the posing bias. Portraits also exhibit lateral lighting biases, with most images being lit from the left. This effect might also be present in advertisements. A total of 2801 full-page advertisements were sampled and coded for posing direction, lighting direction, sex of model, and amount of body showing. Images of females showed an overall leftward posing bias, but the biases in males depended on the amount of body visible. Males demonstrated rightward posing biases for head-only images. Overall, images tended to be lit from the top left corner. The two factors of posing and lighting biases appear to influence one another. Leftward-lit images had more leftward poses than rightward, while the opposite occurred for rightward-lit images. Collectively, these results demonstrate that the posing biases in advertisements are dependent on the amount of body showing in the image, and that biases in lighting direction interact with these posing biases.

中文翻译：

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广告的轻松方面：调查摆姿势和灯光偏见。

人们在摆姿势肖像时倾向于露出左脸；但是，这种效果似乎并未推广到广告。图像中可见的身体数量和姿势者的性别也可能会造成姿势偏差。人像还表现出侧向照明偏见，大多数图像从左侧照亮。这种效果也可能出现在广告中。总共对2801个整页广告进行了采样和编码，以构成摆姿势，照明方向，模特的性别和露体的数量。女性的图像显示总体上向左摆姿势的偏差，但是男性的偏差取决于可见身体的数量。男性表现出仅头部图像向右摆姿势的偏见。总体而言，图像倾向于从左上角点亮。摆姿势和光照偏差的两个因素似乎相互影响。左眼图像比左眼图像具有更多的向左姿势，而右眼图像则相反。总的来说，这些结果表明广告中的摆姿势偏差取决于图像中所显示的人体数量，并且照明方向上的偏差与这些摆姿势偏差相互作用。