Chundong Zheng

Nov 22, 2024 | tandfonline.com | Chundong Zheng |Mengzhu Liu |Han Wang

AbstractWhile the portrayal of recipients in charitable advertisements prevails in practice and has garnered research attention, there remains a lack of investigation into the impact of recipients’ gazes. This research focuses on two forms of gaze—direct gaze and averted gaze—in charitable advertisements, aiming to explore the interaction effects between gazes, narratives (first-person and third-person perspectives), and urgency of causes in these advertisements.

Oct 3, 2024 | onlinelibrary.wiley.com | Lan Zhang |Yi Li |Chundong Zheng

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