Visual Frames and Bias: How Media Techniques Influence Consumer Perception in Product Videos

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@article{1711112,
      author = {Ayomiposi Feyisekemi Akinwale},
      title = {Visual Frames and Bias: How Media Techniques Influence Consumer Perception in Product Videos},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {9},
      number = {4},
      pages = {201-211},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1711112.pdf},
      abstract = {The paper discusses the video marketing of products and the application of visual framing and editing to influence consumer perceptions and behaviour. The article conducts a recent literature review on the topic of narrative construction, editing cues and representational bias, and integrates a PRISMA-like literature review with qualitative case studies of well-known brands (Apple, Nike and Glossier). The results show that strategic framing and emotionally motivated editing can lead to a better memory, trust and purchase intent, whereas selective imagery and editorial selections may entrench and replicate bias based on cultural or demographic factors. The paper ends with a mention of the powerful effects of visual media on attitude formation and suggests more media literacy in customers and the creation of AI-driven tools to address bias in video advertising.},
      month = {October},
  }