University of Twente Student Theses


The Art of Promotion : The Effect of Dynamic and Realistic imagery in Promotional Posters for Performing Arts Performances

Stoter, W.D. (2023) The Art of Promotion : The Effect of Dynamic and Realistic imagery in Promotional Posters for Performing Arts Performances.

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Abstract:Various universities offer cultural performances on campus, but some barriers stop many students from attending. Various research is available on arts marketing and strategies, but research regarding the design of promotional material is missing. The goal of this research was to find design cues that increase the effectiveness of promotional material for cultural performances targeted towards students. This encourages more students to visit these performances, which improves their mental health and helps cultural organizations fill their audience. It was found in literature that non-visitors of performances often are afraid to be bored, and it was hypothesized that suggesting movement in posters might reduce this. Current visitors, however, mostly visited for the feeling of a live performance and connection with the performers, which resulted in the hypothesis that realistic photos of people with faces in them are more effective in posters than graphics. To test this, data was collected from 154 students through a survey with 4 different posters, in a two-by-two-design varying in dynamism and realism. Their effects on poster attractiveness, event attitude and intention to visit were analysed, and interaction between the independent variables was also considered. This was done for three different events: a music, dance and theatre performance. Current attendance was measured as a moderator for the effects on event attitude and intention to visit. A significant negative effect of dynamic imagery on intention to attend was found, but moderation of current attendance affected this positively. The poster attractiveness was negatively impacted by realism, but positively by dynamism, with a combination of the two being most positive. Since these effects vary between dependent variables and between attendees compared to non-attendees, it is important for cultural organizations to consider their goals and target audience when designing promotional material. Future research could look into more cues and consumer segments that might have an effect.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:20 art studies, 70 social sciences in general
Programme:Communication Studies BSc (56615)
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