| 11-Point Bipolar Evaluation Scales | Completion Advertising Illustration (n = 16) | Contradiction Advertising Illustration (n = 16) | Statistical Analyses (Student’s t test) |
| Beautiful (+)/Ugly (−) | +0.80 (1.25) | +1.31 (1.31) | t38 = 1.27 n.s. |
| Attractive (+)/Repulsive (−) | +0.53 (1.18) | +1.46 (1.43) | t38 = −2.26 p < 0.02 |
| Pleasant (+)/Unpleasant (−) | +0.76 (1.28) | +1.40 (1.33) | t38 = 1.53 p < 0.07 |
| Cheerful (+)/Sad (−) | +0.49 (0.75) | +1.27 (0.75) | t38 = 3.31 p < 0.01 |
| Restful (+)/Anxiety-Inducing (−) | +0.97 (1.01) | +1.11 (0.99) | t38 = 0.44 n.s. |
| Relaxing (+)/Stressing (−) | +1.02 (1.01) | +1.16 (1.03) | t38 = 0.43 n.s. |
| Harmonious (+)/Conflictual (−) | +1.13 (0.94) | +0.87 (1.31) | t38 = 0.73 n.s. |
| Funny (+)/Serious (−) | −0.85 (0.86) | +1.56 (0.92) | t38 = 8.57 p < 0.001 |
| Effective (+)/Uneffective (−) | +1.01 (1.30) | +1.59 (1.16) | t38 = 1.50 p < 0.08 |
| Convincing (+)/Unconvincing (−) | +0.86 (0.97) | +1.42 (1.11) | t38 = 1.71 p < 0.05 |