Why the spontaneous images created by the hands during talk can help make TV advertisements more effective
Bibliographic Data
| ID | 5268044 |
|---|---|
| Authors | Geoffrey Beattie (0000-0002-8453-5592, University of Manchester, corresponding author), Heather Shovelton (University of Manchester) |
| Year | 2005 |
| Volume | 96 |
| Issue | 1 |
| Pages | 21-37 |
| Publication date | 2005-02-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Journal of Psychology (JOURNAL) |
| Journal identifiers | ISSN: 0007-1269 • E-ISSN: 2044-8295 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1348/000712605x103500 |
| PMID | 15826322 |
| OpenAlex | W2061230738 |
| Language | EN |
| Citations received | 13 |
| References cited | 18 |
The design of effective communications depends upon an adequate model of the communication process. The traditional model is that speech conveys semantic information and bodily movement conveys information about emotion and interpersonal attitudes. But McNeill (2000) argues that this model is fundamentally wrong and that some bodily movements, namely spontaneous hand movements generated during talk (iconic gestures), are integral to semantic communication. But can we increase the effectiveness of communication using this new theory? Focusing on advertising we found that advertisements in which the message was split between speech and iconic gesture (possible on TV) were significantly more effective than advertisements in which meaning resided purely in speech or language (radio/ newspaper). We also found that the significant differences in communicative effectiveness were maintained across five consecutive trials. We compared the communicative power of professionally made TV advertisements in which a spoken message was accompanied either by iconic gestures or by pictorial images, and found the iconic gestures to be more effective. We hypothesized that iconic gestures are so effective because they illustrate and isolate just the core semantic properties of a product. This research suggests that TV advertisements can be made more effective by incorporating iconic gestures with exactly the right temporal and semantic properties
Advertising · Cognitive psychology · Gesture · Interpersonal communication · Linguistics · Meaning (existential) · Newspaper · Artificial Intelligence · Communication · Computer Science · Digital Communication and Language · Hearing Impairment and Communication · Language, Metaphor, and Cognition · Psychology
When do gestures communicate? A meta-analysis
Effectiveness, Attractiveness, and Emotional Response to Voice Pitch and Hand Gestures in Public Speaking
It’s Time to Do News Again
Is Transparency an Illusion? An Idiodynamic Assessment of Teacher and Peers’ Reading of Nonverbal Communication Cues of Foreign Language Enjoyment
Teasing apart listener-sensitivity
Gestures of the abstract
Nonverbal indicators of deception
An experimental investigation of how addressee feedback affects co-speech gestures accompanying speakers’ responses
The Expressive Balance Effect
An exploration of the other side of semantic communication
Candidate Gender, Behavioral Style, and Willingness to Vote
Beyond Words
The Fixation and Processing of the Iconic Gestures That Accompany Talk
Language and Gesture
The principles of psychology.
So you think gestures are nonverbal?
An experimental investigation of the role of different types of iconic gesture in communication
The principles of psychology
Do conversational hand gestures communicate
Intentionality in the use of hand illustrators in face-to-face communication situations
Iconic hand gestures and the predictability of words in context in spontaneous speech
An experimental investigation of the role of iconic gestures in lexical access using the tip-of-the-tongue phenomenon
An experimental investigation of some properties of individual iconic gestures that mediate their communicative power
Combining results of independent studies
Do iconic hand gestures really contribute anything to the semantic information conveyed by speech? An experimental investigation
Mapping the Range of Information Contained in the Iconic Hand Gestures that Accompany Spontaneous Speech
| Unique citing works | 13 |
|---|---|
| Citations per year | 0,81 |
| Citation span | 2010 - 2022 (13) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 12 |