This study compared fund mising appeals that used either (1) no photogmph, (2) a pleasant "positive" photogmph, or (3) a less pleasant, needy "negative" photogmph. Working closely with World Vision Canada, a humanitarian relief and development organization, the authors used the organization's donor list to create three treatment groups of more than 15,000 each to receive fund raising letters. Dependent variables included response rate and amount of money donated. The no photogmph condition resulted in the highest response mte but the letter with the positive photograph yielded the highest avemge contribution. The negative photogmph resulted in fewest msponses and lowest contributions.Research addressing picture use in printed messages generally concludes that while messages with pictures attract attention and are preferred, adding pictures does not necessarily enhance persuasi0n.l Nevertheless, pictures continue to be included in messages designed to persuade.Among those frequently using photographs in such messages are relief and development agencies. Although Fund raising literature reports that a letter with a photograph can outpull the same letter without a photograph and that pictures of poor, healthy-looking people can outpull pictures of poor, hungry-looking people? the lack of relevant formal research often leaves little more than intuition to guide those responsible for deciding which pictures -i.e. those evoking pleasurable, "positive" emotions like joy and acceptance, versus those evoking painful, "negative" emotions like anger and d i~g u s t ,~ if any, to include i n fund-raising appeals. Predictions that such appeals will become even more dependent on visual s t i~n u l a t i o n ,~ as well as increasing indications that emotions motivate b e h a v i o~r ,~ make it valuable for relief and development organizations to know not only if pictures enhance persuasion, but also whether it is in fact "pleasure" or "pain" that most effectively motivates donors to respond to the needs of others.
This article focuses on the longitudinal effects of Canadian network television relayed via satellite into the predominantly Eskimo community of Frobisher Bay. Comparisons are made among Euro-Canadian and Eskimo adolescents residing in Frobisher Bay, and Eskimo adolescents from isolated, more traditional settlements scattered throughout the region. Data collected in 1974 on a range of information levels and social-psychological postures are compared with those generated by two comparable survey instruments administered in 1980 and 1983. The data analysis revealed that many of the striking novelty effects on "television-town" Eskimo adolescents observed during 1974 were largely dissipated by 1980, a condition that remained essentially stable throughout 1983. The results are discussed within the context of the recently created Inuit Broadcasting Corporation and its potential counterweight role in tempering the negative psychological effects associated with modernization through culturally relevant television programming.
The purpose of this study was to assess the effects of orienting activities and locus of instructional control on the learning of factual and procedural knowledge via interactive video. Specifically, the interaction between three levels of instructional control (linear, mixed and learner) and two levels of orienting (orienting versus no orienting) was investigated. It was hypothesized that the provision of an orienting activity would show a greater impact on learning for the learner control condition than for the mixed control and linear control conditions. Subjects consisted of ninety-one university students majoring in either biology, chemistry or exercise science. The dependent variables were recall of facts, recall of procedures, and instructional time. The results did not support the predicted interaction between orienting activity and instructional locus of control. It was found that provision of the orienting activity significantly facilitated the recall of factual information from the lesson. Both linear and mixed control treatments were significantly superior to the learner control. No significant effects were found for the recall of procedural information. Analysis of the time variable showed that subjects provided with the orienting activity spent significantly more time with the program than those who did not have this activity.
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