The impacts of ad skip option and ad time display on viewer response to in-stream video ads: the role of perceived control and reactance

PurposeThe primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.Design/methodology/approachA 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.FindingsThe results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.Practical implicationsThe findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.Originality/valueThe findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

RHETORICAL FORM, EMOTIONS, AND MOBILIZATION POTENTIAL IN THE MOVEMENT AGAINST SEXUAL ASSAULT AND DOMESTIC VIOLENCE

Although social movement scholars are interested in social movement messaging, we know very little about how rhetorical form impacts viewer response. In this article, we use experimental methods to explore how rhetorical forms and the emotions they inspire help generate mobilization potential in the movement to end sexual assault and domestic violence. We explore these issues using a powerful randomized pre-test/post-test experimental design examining the effect of personal statements and data on sexual assault and domestic violence. Results suggest that both invoke a range of emotions and are effective at generating an increased interest in participating in protest and educational events. Those who react with disgust are more likely to have an increased potential for protest, while those who experience sadness show an increased interest in participating in an educational event. This study contributes to a growing literature on the roles of rhetorical form and emotion in generating mobilization potential.

Reflections of Society in Art: Contributions of Michael Soi’s Politics Paintings to Socio-Political Debates in Africa

The purpose of this study is to extend scholarly reading of the contributions of Michael Soi’s politics paintings to social debates as a means of deepening our understanding of the complex relationship between art and politics. Thus, this study assesses relevant variables indicating how Soi’s selected paintings are effectively his means of projecting his views about his experiences, expectations, dreams, fears and reservations concerning his society’s socio-political realities. In an attempt at analyzing the functionality and aesthetic significances of Soi’s paintings, this study discusses relevant perspectives from individuals on politics paintings particularly how they can propel meaningful debates. Therefore, to gather relevant information on people’s responses to this kind of painting, we utilized viewer response approach and follow-up interviews. More so, we applied interpretive analysis in assessing the paintings (as metaphors depicting social realities), the collated responses (as means of espousing more on the concepts of cognitive process mechanisms), and relevant literature (as a means of assessing the trajectories of scholarly views on this subject). In the end, we observe that Soi’s politics paintings are efficacious medium of communication and that each individual viewer of these paintings produces responses that are similar or dissimilar but not exact because their subsisting ideological, political and philosophical inclinations are not exactly the same.

Epilogue

The epilogue presents a reassessment of La Tour’s reception and pictorial impact in light of his unique and inexplicable disappearance from the annals of art history. His pictorial legacies to both the seventeenth century and to the twenty-first century are considered insofar as they provide a platform for engaging in broader reflections on the nature of vision, the visible, and viewer response. The importance and endurance of La Tour’s artistic legacy is summed up in terms of his conceptual approach which calls the very nature of painting into question.

Appropriating the Healthy Child

This chapter examines a type of viewer response to visual narratives about child labor produced by Lewis Hine and others: Thomas Robinson Dawley Jr.'s 1912 book The Child That Toileth Not: The Story of a Government Investigation. Dawley's 490-page polemic, which contains more than 100 photographs, was based on field investigations of child labor that he conducted in Southern cotton mills while working for the U.S. Bureau of Labor. Dawley combines text and image to build a detailed refutation of Albert Beveridge and his ilk. In The Child That Toileth Not Dawley avoids picturing children actually working. Instead, he deploys vivid description to tell a story of the laboring child citizen's good fortune. In addition, Dawley finds in child labor photography, especially in the work of Hine, resources for strategic appropriation. By appropriating the structure, style, and strategies of a decade-old, multimodal anti-child labor narrative, Dawley repositions the working child as the apotheosis of the values of citizenship rather than their denigration.