Abstract

In advertising, the digital manipulation of the human body involves removing, adding, distorting, replacing, or disfiguring body parts, creating a unique form of schema violation. Such manipulations—termed body disturbance (BD)—are generally designed to attract attention, underscore message content, and inject humor. Based on our lifetime of exposure to the human body’s appearance, properties, and capabilities, our schema is well established, and the disfiguring or distorting of the human body can elicit strong emotional and physiological reactions. This two-part study shows that BD functions similarly to other types of schema violations in terms of its attractive force, rendering such ads as more intriguing, entertaining, and humorous, thus leading to greater eye fixation and elaboration. Yet unlike most schema violations in advertising, BD ads evoke more aversive reactions compared to non-BD ads, resulting in lower ad and brand liking and offering no advantage in terms of greater recall of ad copy, brand logo, brand name, or product type. Further results and implications for advertisers are discussed.

摘要

在广告中，对人体的数字化操作包括移除、添加、扭曲、替换或毁容身体部位，从而创造出一种独特的模式违反形式。这种操作——称为身体干扰（BD）——通常旨在吸引注意力、强调信息内容和注入幽默感。基于我们一生接触人体的外观、特性和能力，我们的图式已经很好地建立起来，人体的毁容或扭曲会引起强烈的情绪和生理反应。这项由两部分组成的研究表明，BD 在吸引力方面与其他类型的图式违规行为相似，使此类广告更具吸引力、娱乐性和幽默感，从而导致更多的注视和精心制作。然而，与广告中的大多数模式违规不同，与非 BD 广告相比，BD 广告会引起更多的厌恶反应，导致广告和品牌喜爱度降低，并且在广告文案、品牌徽标、品牌名称或产品类型的召回率方面没有优势.