Comparing Visual Attention Allocated to Thematic, Attribute and Benefit Sentences in Advertising Copy Blocks: An Eye Tracking Approach
In: Journal of current issues and research in advertising, Band 39, Heft 2, S. 101-119
ISSN: 2164-7313
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In: Journal of current issues and research in advertising, Band 39, Heft 2, S. 101-119
ISSN: 2164-7313
In: Journalism & mass communication quarterly: JMCQ, Band 76, Heft 4, S. 659-672
ISSN: 2161-430X
The research presented in this paper explored the relationship between personal contact, viewing media portrayals of people with disabilities, and audience's reactions to them. Viewers of positive portrayals of the disabled on television programs and in the movies were more likely to perceive discrimination and less likely to say they had negative emotions when encountering people with disabilities, but more often said they were uncomfortable with them. Having a close friend or relative with a disability was generally unrelated to perceptions of discrimination, but was associated with less frequently having negative emotions and more often feeling uncomfortable with disabilities.