The Research On The Influence Of Camera Angle Of Commodity In Advertising

Camera angle has an important influence on the products' visual effects in advertisement.A number of western scholars'research shows that western consumers' judge about the object from a low or an eye level camera angle is more positively than a high camera angle.While,after two Chinese scholars' research about the angle effects of automobile products,they found the opposite conclusion that Chinese consumers evaluate the product from a high camera angle best.In order to explore the reason of this difference,the author will repeat the camera angle experiments in experiment 1 and experiment 2 to revalidate the Chinese consumers'camera angle preference and construct more abundant and relatively perfect camera angle influencing mechanism through adding the variable of the brand personality in experiment 3 and experiment 4.The experimental results are shown below:1.The conclusion of the western scholars is still applicable to Chinese consumers.The result shows that subjects have a better evaluation about the products from an eye level or a low angle than from a high angle about product and advertising persuasion effects.2.Camera angle has significant influence on shaping brand personality.Specifically,the camera angle effects of high angle shape the personality of pure best,but it shapes the personality of "stimulus" and "strong" worst.At the same time,the camera angle also has different influence on shaping specific personality traits under the five brand personality.3.Camera angle still has a significant impact on the functioning of products which has formed brand personality.The combination of camera angle and brand personality can come into play better,and they have interactive effects on advertising persuasion.Specifically,the personality of "pure" is more suitable for using the low angle,and the personality of "stimulus" and "strong" is more suitable for using the eye angle or the high angle.According to the document analysis and the results of experiment,the author makes an explanation of differences of formers' conclusions and puts forward that we should take the size and modeling features of products into account before the use of low-angle or high-angle for the angle effects.Secondly,the research breaks the simple conclusion of the past and builds a richer camera angle of utility mechanism,meanwhile,it provides a broader thinking for deeper exploration.Finally,the author puts forward that factors such as the brand/category personality and the audience's reading habits should be taken into consideration comprehensively at the time when we select the appropriate camera angle.In this way,we can achieve the best advertising effects.