Music plays an important role in advertising. It exerts strong influence on the cognitive processes of attention and on the emotional processes of evaluation and, subsequently, in the attributes of the product. The goal of this work was to investigate these mechanisms using eye-tracking, facial expression and galvanic skin response (GSR).Nineteen university women were exposed to the same TV ad of a perfume in our Laboratory (https://neurolabcenter.com/). Nine of them were randomly assigned to the music version and ten to the silent version. During viewing, the visual areas of interest, the fixation time, the facial emotions and the GSR were recorded. Before and after viewing the subjects completed a questionnaire. Results: 1) The commercial with music caused a GSR level higher than without music. The GSR evaluates the degree of arousal (emotion)., 2) The facial expression indicated that the variable "enjoy" and "engagement" were significantly higher in the version with music. The positive valence (liking) presented higher values in the musical version, 3) However, the evaluation of the variable "attention", measured through facial expression, did not show differences between the groups. There were also no differences in the heat maps of areas of interest. 4) The attributes evaluation of the product, measured with the pre-post questionnaire, showed greater increases after exposure to the musical version, but only in specific product's attributes, such as "power" but not on other attributes, such as "status". These results are interpreted within the framework of the recent theories of advertising and music (Oakes, 2007).
This work explores the use of fNIRS neuroimaging technique using young female college students with different levels of consumption of pornography, and the activation of the prefrontal cortex (cue reactivity) when viewing a pornographic clip (cue exposure) versus a control clip. The results indicate that the viewing of the pornographic clip (vs. control clip) causes an activation of Brodmann’s area 45 of the right hemisphere (BA 45, pars triangularis) (
p
< 0.01). An effect also appears between the level of self-reported consumption and the activation of right BA 45: the higher the level of self-reported consumption, the greater the activation (
p
< 0.01). On the other hand, those participants who have never consumed pornographic material do not show activity of the right BA 45 compared to the control clip (
p
< 0.01) indicating a qualitative difference between non-consumers and consumers. These results are consistent with other research made in the field of addictions. It is hypothesized that the mirror neuron system may be involved, through the mechanism of empathy, which could provoke vicarious eroticism. Finally, we suggest the applications that these results may have for primary and secondary prevention programs in the field of problematic consumption of pornography.
Music plays an important role in advertising. It exerts strong influence on the cognitive processes of attention and on the emotional processes of evaluation and, subsequently, in the attributes of the product. The goal of this work was to investigate these mechanisms using eye-tracking, facial expression and galvanic skin response (GSR).Nineteen university women were exposed to the same TV ad of a perfume in our Laboratory (https://neurolabcenter.com/). Nine of them were randomly assigned to the music version and ten to the silent version. During viewing, the visual areas of interest, the fixation time, the facial emotions and the GSR were recorded. Before and after viewing the subjects completed a questionnaire. Results: 1) The commercial with music caused a GSR level higher than without music. The GSR evaluates the degree of arousal (emotion)., 2) The facial expression indicated that the variable "enjoy" and "engagement" were significantly higher in the version with music. The positive valence (liking) presented higher values in the musical version, 3) However, the evaluation of the variable "attention", measured through facial expression, did not show differences between the groups. There were also no differences in the heat maps of areas of interest. 4) The attributes evaluation of the product, measured with the pre-post questionnaire, showed greater increases after exposure to the musical version, but only in specific product’s attributes, such as "power" but not on other attributes, such as "status". These results are interpreted within the framework of the recent theories of advertising and music (Oakes, 2007).
NUEVAS PERSPECTIVAS DE LA PUBLICIDAD EN EL TELÉFONO MÓVIL. Relación de los usuarios y la tecnología
RESUMENLa comunicación persuasiva tiene en el terminal móvil un medio para desarrollar eficaces estrategias basadas en el potencial de las nuevas tecnologías. Es un medio interactivo que ofrece una información muy detallada del usuario y por tanto propone contenidos muy afines. Conocer los diferentes modos y contenidos publicitarios que se dan en el teléfono móvil es conocer las nuevas formas que adopta la publicidad en la era digital, marcada por las nuevas tecnologías. Este artículo está basado en un estudio aplicado sobre telefonía móvil y la construcción de contenidos persuasivos interactivos, así como el consumo que realiza un determinado target, en este caso, nativos digitales, de la publicidad.Palabras clave: Telefonía móvil, audiencias, publicidad interactiva, marketing de proximidad, nuevas tecnologías, nativos digitales.
ABSTRACT:
Persuasive communication finds a means to develop effective strategies based on the potential of new technologies in the mobile terminal. It is an interactive media that provides a very detailed user information
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