Injet. a Month ago, was held for two weeks a little experiment. All the participants on a psychological website was alerted to the fact that participation is voluntary and the results of this experiment will be published later. Here not conducted a detailed analysis of each response, and takes the total cut.
Appreciation. unfortunately, the author was not able to immediately respond and to publish the results of this experiment, what was the increase in tension and aggression on the part of participants. Some participants began to make assumptions and guesses about the results of this experiment. It is interesting that some participants began to realize that more describe its qualities or the qualities for them at this time of life are important than the quality of the person in the picture. Author to bring more gratitude for the patience and understanding, and that selfless realized part.
working hypothesis. Every day we are confronted with images and photos in the media and advertising. It is no secret that the advertising business is actively using the laws of psychology of perception and psychoanalysis to influence the subconscious mind and the choice of potential consumers. Sell not a product, and creative ways, which is associated with the product. Photography specialists in any profession is no exception to this rule. Psychologist, psychotherapist and physician, each of them is "commodity" directly providing the relevant services. A potential client that first sees the photograph of a professional should immediately assess and understand who is in front of him, what specialty, what is he doing and so on. The more a photographer has created an image, the more accurate will be made a choice in favor of the specialist. It is also important that the picture passed not only the specificity of the profession, but also the nature specialist and his style of work. This helps the client in real meeting with a specialist to understand that advertising was truthful. In turn, this increases trust and the disposition of client.
the experiment. was Proposed to each responding party to tell their impression about the photo, which depicts a man, who is this that he thinks, feels, does, etc. As a photographer used one of personal photos from recent photo shoots for advertising positions in one of social networks. This experiment is projective. None of the participants was familiar with the author personally, so all composed answers are "clean" a projection of participants and reflect their inner world. What was said by the participants does not reflect the quality of a psychological portrait of the author, and are the only private response to the specific creative way. Because unlike a test or TAT test Sondhi, using narrative paintings and photographs of human faces, this experiment is not a standardized methodology that specifically say something about each participant has the opportunity. Each of them talked about the important features and associations, who saw in the proposed pictures. The purpose of the experiment was to be statistically common answers between all the participants and to reconstruct a specific example of the perceived image.
analysis of the responses. About 10% response was a direct refusal to participate in the experiment and did not contain information on the topic. Approximately 20% of the answers pointed directly to the author and his background information (which was free), which is also "failure" from the conditions of the experiment. The remaining 70% of the answers contained information which was analyzed. About 18% of participants said the staged nature of this photograph (e.g., for advertising or as advertising of the services of the author). The author used the method of sociometry and General statistics to draw a General portrait of the experience of the average participant on the photo.
the Most frequent responses and epithets about the author of the photograph:
young, the young (36%)
positive, positive, optimistic (26%)
a positive future (24%)
committed to success, determined, ambitious (21%)
smart, intelligent (18%)
looking into the distance (13%)
moved to a new location (11%)
ambivalent, ambivalent, contradictory (10%)
love, sexuality (10%)
narcissistic (8%)
cute, lovely, beautiful (6%)
sentimental, sensitive (5%)
romantic, lyrical (5%)
serious (5%)
with a sense of humour (4%)
evil (4%)
naive (4%)
dreamy (4%)
stubborn (4%)
sure (4%)
restrained (4%)
daddy issues (3%)
relaxed (3%)
neat (3%)
the boring (3%)
quiet (3%)
other answers less than 1%.
we Can say that the author of this photograph perceived the young, friendly, with a positive perception of the future, purposeful and smart. Also note that you can see the duality in this way (positive and negative simultaneously). Professional identity vague. Many single answers, reflecting the wide variety of competencies. For example, an economist, a realtor, an office worker, a diplomat, a politician, a businessman, a doctor, an actor, a writer (or artist), the architect, the superintendent, it specialist, coach. From the frequency responses include: graduate College, only a diploma, post-graduate (16%), scientist, chemist (7%), psychologist (6%), working with people (4%) school high school graduate (3%).
If we talk about "MERCHANTABILITY" services professional clinical psychologist with experience more than five years in this photo, she low. No reflection of the professional identity of the psychologist, as well as the frequency participants noted the youth and inexperience of the technician. This photograph, if it is used in the advertising campaign, it will attract people who are not important is the experience and expertise of a specialist, and maybe even to bribe the "youth" adult psychologist and his qualities as optimism, kindness, inspiration and so on.
Conclusions. This experimental slice showed that the creative way in the picture has a frequency of Association which specifically reveal its contents. You can use focus groups to do a preliminary cut of the perception of creative images in the photos and evaluate the intended outcome of the advertising company. Important if you loss the photo shoot to take into account the specifics of the profession and the characteristics he wants to emphasize in advertising. It is possible to consider this approach to creative look like the game in "blue cow," where you have to guess the picture who is in front of you, and what are the qualities of a specialist.
© Dmitry Neshchadim
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