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

• Author(s): Ayomiposi Feyisekemi Akinwale
• Paper ID: 1711112
• Page: 201-211
• Published Date: 07-10-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 4 October-2025

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.

Citations

IRE Journals:
Ayomiposi Feyisekemi Akinwale "Visual Frames and Bias: How Media Techniques Influence Consumer Perception in Product Videos" Iconic Research And Engineering Journals Volume 9 Issue 4 2025 Page 201-211

IEEE:
Ayomiposi Feyisekemi Akinwale "Visual Frames and Bias: How Media Techniques Influence Consumer Perception in Product Videos" Iconic Research And Engineering Journals, 9(4)