Except the plot itself in the films, color plays an essential role in film and has access to influence emotion. Although nobody denies the strong influence of color, few people know the process of color-emotion expression. Andrew, Bani and Fred (1986) indicate the definition of emotion, ‘feeling of sufficient intensity to cause nervous agitation or other obvious psychomotor disturbances. One has command over feeling, whereas affect intrudes against one’s will and can only be represses with difficulty’ (Andrew, Bani and Fred, 1986, p.11). Hemenover and Schimmack (2007) demonstrate that audience always experience the mixture of emotion when they watch the feature films. After combining the above two studies and the result of Dimitrova (1999),
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There are three main stages in the cognitive process: information receiving, decoding and accepting (Bourne, L., Dominowski, R. and Loftus, E. 1979). The process of PSBVS is similar. First, the stage of attention, it is a way of bottom-up processing, where audience can get the visual stimulus. The second stage is called decoding, people use top-down processing to interpret what they receive from the screen even if they does not realize. Then, people will do some reasoning with the received information like association. After reasoning the information with experience, knowledge and logic, audience will accept the psychological suggestion. In Vicary’s quasi-experiment, audience sat in the chair, concentrating on the screen, receiving varieties of information every minute. This is the attention part. When they got the subliminal stimulus, their brains began to process the information, figured out the meaning of ‘Eat Popcorn’ and ‘Drink Coca-Cola’. This process called decoding. After that, some of them came up with an idea like ‘I want to eat popcorn when watching film’ and then went out to buy one, which means they accept the psychological …show more content…
Color-technique impact audience directly while PSBVS is indirect. The influence of emotion, for example, color can shock audience by increasing the contrast, which can be recognized immediately. However, psychological suggestion should be processed by visual thinking first, after which audience can get the explication. On the other hand, the accuracy of influence is quite different. PSBVS can add the clear explication in the scene, like phrase and image, while color-technique can only give audience the subjective feeling or the obscure connection between different object in the
There are three main stages in the cognitive process: information receiving, decoding and accepting (Bourne, L., Dominowski, R. and Loftus, E. 1979). The process of PSBVS is similar. First, the stage of attention, it is a way of bottom-up processing, where audience can get the visual stimulus. The second stage is called decoding, people use top-down processing to interpret what they receive from the screen even if they does not realize. Then, people will do some reasoning with the received information like association. After reasoning the information with experience, knowledge and logic, audience will accept the psychological suggestion. In Vicary’s quasi-experiment, audience sat in the chair, concentrating on the screen, receiving varieties of information every minute. This is the attention part. When they got the subliminal stimulus, their brains began to process the information, figured out the meaning of ‘Eat Popcorn’ and ‘Drink Coca-Cola’. This process called decoding. After that, some of them came up with an idea like ‘I want to eat popcorn when watching film’ and then went out to buy one, which means they accept the psychological …show more content…
Color-technique impact audience directly while PSBVS is indirect. The influence of emotion, for example, color can shock audience by increasing the contrast, which can be recognized immediately. However, psychological suggestion should be processed by visual thinking first, after which audience can get the explication. On the other hand, the accuracy of influence is quite different. PSBVS can add the clear explication in the scene, like phrase and image, while color-technique can only give audience the subjective feeling or the obscure connection between different object in the