Beauty is not in the eye but in the inner head: Evidence from environmental advertising.

Abstract

Media advertisements aimed at mitigating the current environmental crisis are attracting increasing attention. Using 68 standardized environmental advertisements as materials, this study examines potential differences between warning-based and vision-based environmental advertisements in the induced environment-related aesthetic perception and experience. The results show a significant difference between warning-based and vision-based advertisements in the experienced beauty measured by the aesthetic judgment scale, with no difference in (global) aesthetic perception. Specifically, the visionbased advertisements have higher "good" and "boring" scores than the warning-based ones, whereas the warning-based advertisements score more highly in "interesting," "awe," "amazing," and "inspiring" measures than their counterparts. These findings suggest that both types of environmental advertisements trigger a similar aesthetic perception, while different emotional and aesthetic experiences could arouse individuals' environmental concerns or facilitate their proenvironmental behaviors. The main implications of the present research are discussed.

Signaling theory in charity-based crowdfunding: Investigating the effects of project creator characteristics and text linguistic style on fundraising performance

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The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study

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