The Sense Of Awe In Print Advertising And Its Effect On Advertising Effectiveness

It is widely believed that emotions play a central role in shaping the success of advertising.According to cognitive appraisal theory,different,specific emotions have different effects on advertising effectiveness.As a powerful positive emotion,the sense of awe has an important impact on advertising effectiveness.Although previous studies have identified psychological evaluations of awe,research on how this emotion is applied in an advertising context and its effect on advertising is extremely limited.As a visual communication art,print advertising design refers to designers who use vivid images as a strong theoretical guide to carry out optimal integration of a series of contents such as graphics,text,and color,so that the general audience can form an effective understanding of the visual elements of the work in receiving and appreciating the advertisement and achieve the purpose of information dissemination.However,the research on the effect of print advertising is mainly limited to visual design,and the effect of emotional design in advertising has been neglected.Many psychological studies have found that consumers often experience awe in advertising or product design,and have a unique psychological impact on consumer judgment and decision-making.It is an emotional experience that is triggered when confronted with luxury goods,high-tech products,magnificent natural landscapes,mysterious religious shrines,or artistic paintings.Its most common category is aesthetic awe,and reactions to visual art(e.g.,movie trailers with special effects,realistic paintings)or written works(e.g.,well-written,descriptive articles or advertising slogans)are often described in that category.These elements are also used in everyday marketing practices,where marketers often use images related to nature,beautiful product images,and descriptive taglines to inspire a sense of awe in consumers.This study wants to use these two-dimensional elements to verify the effect of awe combined with print advertising design,to use awe sensing in print advertising,and to explore the specific application strategies of awe in print advertising and the potential psychological mechanisms that influence consumer decisions through the explanatory level theory.In this paper,two experiments were designed for the study,aiming to investigate the effects of variables such as a sense of awe,a sense of self-smallness,and distant advertising on the effect of print advertising.Experiment one used a questionnaire to explore the influence of a sense of awe on the evaluation of print advertising,and added the variable of a sense of self-smallness to analyze the mediating relationship.The results of Experiment 1found that: first,the graphic picture design successfully stimulated the sense of awe in print ads and triggered the perception of ego insignificance;second,the sense of awe in print ads could increase the favorable evaluation of ads,and the sense of ego insignificance played a mediating role in the relationship between the sense of awe and the effectiveness of ads.Experiment 2 found that: first,consumers who experienced a sense of awe had stronger perceptions of self-significance when faced with a distant advertisement compared to a recent advertisement;second,distant advertisements played a moderating role in the effect of a sense of awe on the effectiveness of print advertisements.