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Visual Representation and the Prediction of Emotion
Unformatted Document Text:  5 these errors because they focused greater attention on parts of the story illustrated by emotional visuals. When the number of evocative pictures was decreased, subjects made significantly fewer errors in recall. Although this study resulted in a negative overall impact of visuals on recall of information within a news broadcast, it showed that information accompanied by or contained within emotional images is far more likely to be remembered than other types of information. Lang and Friestad (1993) found that negative messages lead to more encoding of visual information than positive messages, demonstrating that emotional valence is also an important factor in the interactions among visual processing, emotions and memory. Viewers of negative or attack political advertisements also consistently recall visual information more rapidly than those who view positive or comparative ads (Newhagen and Reeves, 1991; Lang, 1991). A study conducted by Lang, Kuljinder and Qingwen (1995) helps to explain why negative visual information processing leads to better recall. The study posits that negative messages require less processing because we evolved to respond quickly to negative stimuli. The key to this response is increased arousal. The authors argue that arousal increases processing capacity and gives people a greater ability to remember arousing negative messages. The authors found that positive messages are more memorable than negative messages when controlling for arousal.

Authors: Sherr, Susan.
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these errors because they focused greater attention on parts of the story illustrated
by emotional visuals. When the number of evocative pictures was decreased,
subjects made significantly fewer errors in recall. Although this study resulted in
a negative overall impact of visuals on recall of information within a news
broadcast, it showed that information accompanied by or contained within
emotional images is far more likely to be remembered than other types of
information.
Lang and Friestad (1993) found that negative messages lead to more
encoding of visual information than positive messages, demonstrating that
emotional valence is also an important factor in the interactions among visual
processing, emotions and memory. Viewers of negative or attack political
advertisements also consistently recall visual information more rapidly than those
who view positive or comparative ads (Newhagen and Reeves, 1991; Lang,
1991).
A study conducted by Lang, Kuljinder and Qingwen (1995) helps to
explain why negative visual information processing leads to better recall. The
study posits that negative messages require less processing because we evolved to
respond quickly to negative stimuli. The key to this response is increased arousal.
The authors argue that arousal increases processing capacity and gives people a
greater ability to remember arousing negative messages. The authors found that
positive messages are more memorable than negative messages when controlling
for arousal.


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