Watching More Closely: Shot Scale Affects Film Viewers' Theory of Mind Tendency But Not Ability

The audience who knew too much: investigating the role of spontaneous theory of mind on the processing of dramatic irony scenes in film

As in real life, cinema viewers rely on spontaneous theory of mind (SToM) to interpret characters' mental states. Thus, analyzing cinematic structures offers a unique opportunity to examine ecologically valid sociocognitive processes. We conducted a proof-of-concept study (N = 42) to explore how SToM inferences impact film event comprehension in dramatic irony scenes, where knowledge divergence exists between the audience and characters. We hypothesized that spectators would focus more on characters' mental states in such false-belief inducing scenarios compared to scenarios without such disparity. We used six Harold Lloyd silent comedy clips in a narrative comprehension and spontaneous mental state attribution study with a between-subject (Knowledge Manipulation: Installation vs. Control) and within-subject (Phase: Context vs. Exploitation) comparisons. We provided critical information unknown to the characters only to the Installation group and withheld it from the Control group. By comparing differences in participants' descriptions of the clips during the Context phase (varying across groups) and Exploitation phase (same across groups), we evaluated viewers' processing of the same scenes based on their false- or true-belief representations. Our findings indicate that the Installation group used more cognitive mental state words during the Exploitation phase relative to the Context phase, suggesting that exposure to undisclosed critical information enhances the frequency of spontaneous epistemic state inferences and integration into event models of the exploitation. This research advances neurocinematics by highlighting spontaneous sociocognitive processes in event perception and comprehension and provides a novel dramatic irony film corpus and measures for future moment-to-moment SToM processing studies across cognitive-behavioral, physiological, and neural levels.

A Study on Green Advertising Effectiveness in the Perspective of Image Proximity

Based on the construal level theory (CLT), this study discusses the effects of congruence between image proximity and product type on advertising attitude and product attitude from the perspective of spatial distance and investigates the mediating role of mental imagery. Data are collected using two laboratory experiments and one online experiment. A two-way ANOVA is used to test the interaction between image proximity and product type, and a bootstrap analysis is used to test the mediating role of mental imagery. The result shows that: (1) For search products, compared with full-length shots, the close-up shots of environmental information can enable consumers to generate more positive advertising attitude and product attitude. For experience products, the full-length shots of environmental information can enable consumers to generate more positive advertising attitude and product attitude than the close-up shots. (2) The congruence effect of image proximity and product type has an impact on advertising attitude and product attitude through mental imagery. This research uses different kinds of image proximity to express environmental information about green products and tries to interpret the effectiveness of green advertisements from a new perspective.

CineScale: A dataset of cinematic shot scale in movies

We provide a database containing shot scale annotations (i.e., the apparent distance of the camera from the subject of a filmed scene) for more than 792,000 image frames. Frames belong to 124 full movies from the entire filmographies by 6 important directors: Martin Scorsese, Jean-Luc Godard, Béla Tarr, Federico Fellini, Michelangelo Antonioni, and Ingmar Bergman. Each frame, extracted from videos at 1 frame per second, is annotated on the following scale categories: Extreme Close Up (ECU), Close Up (CU), Medium Close Up (MCU), Medium Shot (MS), Medium Long Shot (MLS), Long Shot (LS), Extreme Long Shot (ELS), Foreground Shot (FS), and Insert Shots (IS). Two independent coders annotated all frames from the 124 movies, whilst a third one checked their coding and made decisions in cases of disagreement. The CineScale database enables AI-driven interpretation of shot scale data and opens to a large set of research activities related to the automatic visual analysis of cinematic material, such as the automatic recognition of the director's style, or the unfolding of the relationship between shot scale and the viewers' emotional experience. To these purposes, we also provide the model and the code for building a Convolutional Neural Network (CNN) architecture for automated shot scale recognition. All this material is provided through the project website, where video frames can also be requested to authors, for research purposes under fair use.