Depicted Movement in the Ad
Perceived Action or Motion Depicted in a Static Advertisement
6 items
2023
α 0.92 (Study 1)
Free
Grigsby, J. L., Jewell, R. D., & Zamudio, C.
What it measures
This scale measures how much action, motion, and activity a person perceives in the characters or objects within a single static advertising image. Grigsby, Jewell, and Zamudio (2023) developed and used it across four studies on how depicted movement increases narrative transportation in picture-based ads.
Scale items
- How much movement was depicted in the ad? (No movement at all / A lot of movement)
- Characters or objects in the ad appeared to be in motion. (Strongly disagree / Strongly agree)
- The ad captured a moment in which the people in the ad seemed to be doing something. (Strongly disagree / Strongly agree)
- A person or people in the ad appeared to be active. (Strongly disagree / Strongly agree)
- How much activity was depicted in the ad? (No activity at all / A lot of activity)
- How much action was depicted in the ad? (No action at all / A lot of action)
Citation
Grigsby, Jamie L., Robert D. Jewell, and César Zamudio (2023), "A Picture's Worth a Thousand Words: Using Depicted Movement in Picture-Based Ads to Increase Narrative Transportation," Journal of Advertising, 52 (4), 594-612.