| 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 |