The paper explores a number of hypotheses concerning the unintended effects of television production techniques. Six groups of students were each presented with a separate version of a televised appeal on behalf of a fictitious charity. The versions had been prepared according to a multivariate design systematically varying aspects of camera angle and edited detail. These visual manipulations variously affected audience reactions to the appeal presenter in terms of his perceived tension, expertise and straightforwardness (P<0.05) and strength (P<0.01); the amounts of national money allocated to the appeal were significantly affected also (P<0.01). The results extend previous investigations into visual presentation techniques by indicating their summative effects (a) despite the use of different TV performers and texts, (b) despite the clearly persuasive intention of the material as a whole, (c) in combination, (d) over an extended presentation period, and (e) using behavioural as well as attitudinal measures. Research and practical implications are indicated.
Available at: http://works.bepress.com/steven_duck/204/