Perceptions of Faces in Fictional Advertising Campaigns

Hey! It would be great if you could take a few minutes to fill in this survey. Don’t worry—it’s much shorter than the last one.

Gesichert

Survio

You will be shown a series of 8 posters. Each poster presents a fictional advertisement in a neutral, white setting, created for an abstract brand or product.

The purpose of this survey is to explore how people interpret advertisement messages based solely on the model’s facial expression, body posture, and the overall composition of the poster.

There are no right or wrong answers—please respond based on your personal perception and impressions.

How would you describe the model’s facial expression and body posture in this poster?

Based on the model’s appearance and the overall concept, what type of brand do you think this poster could be for?

How would you describe the model’s facial expression and body posture in this poster?

Based on the model’s appearance and the overall concept, what type of brand do you think this poster could be for?

How would you describe the model’s facial expression and body posture in this poster?

Based on the model’s appearance and the overall concept, what type of brand do you think this poster could be for?

How would you describe the model’s facial expression and body posture in this poster?

Based on the model’s appearance and the overall concept, what type of brand do you think this poster could be for?

Do you think it makes a difference if the model directly faces the viewer versus looking away? If so, how could this influence the mood, atmosphere, values, or lifestyle the brand seems to promote?

Perceptions of Faces in Fictional Advertising Campaigns

Now you will see the model interacting with a fictional product in the posters. The product packaging has been intentionally left white to keep the focus on how you perceive the model’s interaction with the product and with you as the viewer—without any influence from brand logos, colors, or other design cues.

How would you describe the model’s facial expression and body posture in this poster? In what way does she interact with the product and with you as the viewer?

Based on the model’s appearance and the overall concept, what type of product do you think this poster could be advertising?

How would you describe the model’s facial expression and body posture in this poster? In what way does she interact with the product and with you as the viewer?

Based on the model’s appearance and the overall concept, what type of product do you think this poster could be advertising?

How would you describe the model’s facial expression and body posture in this poster? In what way does she interact with the product and with you as the viewer?

Based on the model’s appearance and the overall concept, what type of product do you think this poster could be advertising?

How would you describe the model’s facial expression and body posture in this poster? In what way does she interact with the product and with you as the viewer?

Based on the model’s appearance and the overall concept, what type of product do you think this poster could be advertising?

How do you think the model’s interaction with the product or with you as the viewer changes the message of this advertisement?

In what way can her facial expression set or change the tone of the ad?

Perceptions of Faces in Fictional Advertising Campaigns

Among these two faces, which one do you personally prefer?

Which face do you think would perform better in the context of an advertisement?

Please explain your choice

What about the selected face influenced your decision?

Among these two faces, which one do you personally prefer?

Which face do you think would perform better in the context of an advertisement?

Why do you think so?

Please explain in a few words.

Perceptions of Faces in Fictional Advertising Campaigns

What do you think about this campaign overall?

Do you prefer advertisements featuring real models or AI-generated models? Please explain your choice:

Have you ever used an AI-generated avatar of yourself or applied AI filters to your images?

If yes, what was the purpose? What were your main objectives or goals behind using AI-generated avatars or filters?

What do you think the world of advertising and photography will look like in the future? Do you think AI-generated faces will dominate the media landscape, or will there be a return to authentic, real models?

Please explain your reasoning.