Thomas Nicole A, Burkitt Jennifer A, Patrick Regan E, Elias Lorin J
Department of Psychology, University of Saskatchewan, Saskatoon, SK, Canada.
Laterality. 2008 Nov;13(6):504-13. doi: 10.1080/13576500802249538. Epub 2008 Aug 5.
People tend to display the left cheek when posing for a portrait; however, this effect does not appear to generalise to advertising. The amount of body visible in the image and the sex of the poser might also contribute to the posing bias. Portraits also exhibit lateral lighting biases, with most images being lit from the left. This effect might also be present in advertisements. A total of 2801 full-page advertisements were sampled and coded for posing direction, lighting direction, sex of model, and amount of body showing. Images of females showed an overall leftward posing bias, but the biases in males depended on the amount of body visible. Males demonstrated rightward posing biases for head-only images. Overall, images tended to be lit from the top left corner. The two factors of posing and lighting biases appear to influence one another. Leftward-lit images had more leftward poses than rightward, while the opposite occurred for rightward-lit images. Collectively, these results demonstrate that the posing biases in advertisements are dependent on the amount of body showing in the image, and that biases in lighting direction interact with these posing biases.
人们在拍肖像照时往往会露出左脸；然而，这种效果似乎并未推广到广告中。照片中可见的身体部位数量以及模特的性别也可能导致摆姿势的偏差。肖像照还表现出侧光偏差，大多数照片是从左边打光。这种效果在广告中可能也存在。总共抽取了2801则整版广告样本，并对摆姿势方向、打光方向、模特性别和身体露出部位数量进行了编码。女性的照片总体上有向左摆姿势的偏差，但男性的偏差取决于身体可见部位的数量。男性在仅露出头部的照片中有向右摆姿势的偏差。总体而言，照片倾向于从左上角打光。摆姿势和打光偏差这两个因素似乎相互影响。向左打光的照片比向右打光的照片有更多向左的姿势，而向右打光的照片则相反。总的来说，这些结果表明广告中的摆姿势偏差取决于照片中身体露出的部位数量，并且打光方向的偏差与这些摆姿势偏差相互作用。
