Responses to Domestic Violence Public Service Ads: Memory, Attitudes, Affect, and Individual Differences

Public service ads (PSAs) are an increasingly visible part of efforts to decrease the occurrence and consequences of domestic violence. Like other advertising, domestic violence PSAs are designed to grab attention, influence attitudes, and enhance memory for ad content. Over the years, images in domestic violence PSAs have changed substantially; agencies have started using pictures that generate emotions - either vivid negative images (bruised faces or body parts), or positive images (smiling faces) that contrast with the negative text. It is not clear, however, how different types of ad images influence memory for the message and attitudes about domestic violence, and what role affect may play in such responses. Moreover, the extent to which individual differences (trauma history, posttraumatic distress - PTSD symptoms) influence outcomes is not known. In three studies with undergraduate and community samples, using methods ranging from psychophysiology to self-report, the impact of images on attitudes and memory for ad content are investigated, also considering affect and individual differences. Results indicate graphic negative images enhanced memory for ad content, are rated as more persuasive, and are more likely to compel the viewer to act. Affective responses to ads also differed based on image type, and in some cases, partially mediated the relationship between ads and outcomes. Trends in the data suggest further study of the role of individual differences (trauma history, PTSD symptoms) is needed. This research provides information specifically relevant to the design of domestic violence public service campaigns and broadly relevant to understanding the role of emotional responses and individual differences on outcomes associated with public service ads.

Clarity, Light, and Logic : Parallels between Olafur Eliasson’s The weather project and the Gothic Cathedral

This Master’s Research Paper investigates Olafur Eliasson’s The weather project as a case study for the dialogue between Gothic artistic principles and prominent elements of contemporary art. A product of a post-modern mindset, weakened historicity allows us to examine these connections anew; past, present, and future blur and artists (and viewers) have the whole of time from which to gain inspiration and meaning in works of art. I demonstrate similarities through theories on phenomenology; the spatiotemporal relationship between viewer and artwork; the convergence of art and science; and the communal, quasi-liminal experience of pilgrimage. I embrace Eliasson’s belief in the self-reflexive potential of art and the importance of the viewer’s own values, memories, and methods of seeing. This new interpretive layer will hopefully offer a richer experience for future participants of both Gothic cathedrals and environments produced by Studio Olafur Eliasson.