ERIC Number: ED116253
Record Type: Non-Journal
Publication Date: 1975
The Syntax of Visual Messages: An Empirical Investigation of the Asymmetry of the Frame Theory.
Avery, Robert K.; Tiemens, Robert K.
The purpose of this study was to determine if the reversal (i.e., mirror image) of a two-dimensional visual image would affect viewers' perceptions of selected aesthetic dimensions, using semantic differential scales as criterion measures of visual meaning. One hundred-twenty-five students who were enrolled in a basic introduction to mass communication class at the University of Utah were randomly assigned to two experimental treatments. While caution must be taken in generalizing the results of this preliminary study to other visuals and other populations, there appears to be little doubt as to the potential value of semantic differential scales for future visual communication research. This study suggests that a more ambiguous visual presentation may facilitate the measurement of responses to aesthetic elements. It may be necessary to eliminate color, at least initially, since there is little known about the possible interaction of various colors with other visual dimensions. (RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A