11-Point Bipolar Evaluation Scales

Completion Advertising Illustration (n = 16)

Contradiction Advertising Illustration (n = 16)

Statistical Analyses (Student’s t test)

Beautiful (+)/Ugly (−)

+1.31 (1.26)

+0.30 (0.97)

t38 = 2.84 p < 0.01

Attractive (+)/Repulsive (−)

+1.53 (1.23)

+0.27 (0.99)

t38 = 3.58 p < 0.001

Pleasant (+)/Unpleasant (−)

+1.42 (1.27)

+0.14 (0.99)

t38 = 3.55 p < 0.001

Cheerful (+)/Sad (−)

+0.80 (1.00)

−0.02 (1.10)

t38 = 2.47 p < 0.01

Restful (+)/Anxiety-Inducing (−)

+1.34 (1.19)

−0.12 (1.04)

t38 = 4.16 p < 0.001

Relaxing (+)/Stressing (−)

+1.24 (1.15)

−0.03 (1.01)

t38 = 3.71 p < 0.001

Harmonious (+)/Conflictual (−)

+1.56 (1.13)

−0.15 (1.00)

t38 = 5.07 p < 0.001

Funny (+)/Serious (−)

−1.08 (1.29)

+1.49 (1.31)

t38 = 6.14 p < 0.001

Effective (+)/Uneffective (−)

+1.57 (1.23)

+0.79 (1.06)

t38 = 1.57 p < 0.02

Convincing (+)/Unconvincing (−)

+1.16 (1.51)

−0.38 (1.25)

t38 = 1.77 p < 0.05