The lighter side of advertising: investigating posing and lighting biases.

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.

Photographer preference or image purpose? An investigation of posing bias in mammalian and non-mammalian species.

Portraits of human adults typically exhibit leftward biases--that is, they depict individuals with their left cheek prominently featured. The purpose of this study was to determine if photographs of human infants and photographs of non-human animals also display these leftward biases. We observed significant leftward biases in photographs of infants and non-human animals. The only exception to this was a rightward bias observed for photographs of non-mammalian species that were found on personal websites. As the species sampled were likely unaware of the purpose of the photographs, our data are consistent with the interpretation that these biases reflect the preference of the photographer.

When advertising turns "cheeky"!

Portraits typically exhibit leftward posing biases, with people showing more of their left cheek than their right. The current study investigated posing biases in print advertising to determine whether the product advertised affects the posing bias. As the posing bias may be decreasing over time, we also investigated changes in posing biases over a span of more than 100 years. The current investigation coded 2664 advertisements from two time periods; advertisements were coded for target group of advertisement (men, women, both) and posing bias (rightward, leftward, or central). Unlike other studies that typically observe a leftward posing bias, print advertisements exhibit a rightward posing bias, regardless of time-frame. Thus, print advertisements differ greatly from portraits, which may relate to the purpose of advertisements and the role of attractiveness in advertising.