The Emotional Effectiveness of Advertisement

Otamendi, F. Javier; Martín, Dolores Lucía Sutil

doi:10.3389/fpsyg.2020.02088

Cited by 30 publications

(23 citation statements)

References 59 publications

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“…Comparing the results with other experiments that have used neuromarketing techniques [51,52] and recall tests [46,70], this research confirms that the most consistent messages from an emotional point of view are also the most remembered and those that can provoke, in that sense, changes in the subject's attitude.…”

Section: Discussionsupporting

confidence: 80%

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Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study

González

Fernández

Martín

2021

IJERPH

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In this research, neuroscience techniques are applied to the field of marketing in the analysis of advertisements that include the COVID-19 pandemic in their stories. A study of emotion and memory in these audiovisual productions is carried out as two fundamental factors for the knowledge of consumer habits and decision making. By means of facial recognition biosensor systems (AFFDEX) and various tests, six informative and narrative, emotional and rational advertisements are presented to the subjects of the experiment to detect which emotions predominate; how they affect variables such as neuroticism, psychoticism or extroversion, among others; or what is remembered about the different works, brands and advertisers. Outstanding results are obtained in both emotional and cognitive analysis. Thus, in the field of public health, it is found that messages referring to COVID-19 included in advertisements are remembered more than other narratives or even the brands, products or services themselves. Likewise, joy is the predominant emotion, and its significance in such varied advertising stories stands out. Finally, it is clear that neuroscience research applied to marketing requires new methods and integrated applications to obtain satisfactory results in the advertising field.

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Section: Discussionsupporting

confidence: 80%

“…To date, AFFDEX has not been used frequently in the field of marketing, but several pioneering investigations have been carried out that have demonstrated its potential [51,52]. Similarly, in the field of health, it has been used in geriatrics [53], in forensics [54,55] and in pain studies [56].…”

Section: Methodsmentioning

confidence: 99%

Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study

González

Fernández

Martín

2021

IJERPH

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“…The attitude of consumers on online applications is mostly perceived with ease of use (Anthony et al, 2020;Malik et al, 2016) and user-friendliness (Trivedi et al, 2020) Opinion about advertisements, whether they are favorable or unfavorable, has some influence on the purchase intention of the consumers. This also depend on the effectiveness of the advertisements, as proven by earlier studies (Johnson & Manickkavasakam, 2020;Kong et al, 2019;Otamendi & Sutil Martín, 2020). An advertising value (subjective) is associated with the advertisement and how the consumer receives and perceives it (Mustafi & Hosain, 2020).…”

Section: The Opinion Of Youtube Visitors Towards Advertisementsmentioning

confidence: 85%

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Sebastian

Lal

Anupama

et al. 2021

Cogent Business & Management

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Online retailing as a mode of transaction has been dominating the market through web-based advertisements since the beginning of the 21 st century, replacing the role of mass media. India, being a populous country, has witnessed a rapid increase in online customers in recent years. Nonetheless, there are not many in-depth studies analyzing the opinion of Indian netizens on online advertisements and its influence on decision-making process and purchase intention. Thus, the current study explored opinion about advertisements and its role in purchasing intentions among young YouTube visitors, using qualitative research design. The data were collected from 50 participants (23 males and 27 females) who have reported engaging in YouTube for a minimum of 30 minutes per day, through a semi-structured interview. Data were analyzed and interpreted through thematic analysis. Four themes and 10 sub-themes were identified. The main themes include the relevance of the advertisement (personalization, future purchases, and trials), disinterest (personal testimonies and inattentiveness), subjective distress (recurrent advertisements, placement of advertisements and length of advertisement), and information and entertainment (introduction to the product, distinctiveness, and ABOUT THE AUTHOR

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“…Our results can only be compared with the data obtained in the most recent study that was conducted in a different field. Otamendi and Sutil Martín [ 45 ] explored facial expressions in perceiving video advertisements processed by the same AFFDEX software that was used in our study. In their study, the participants viewed advertisement spots lasting 91 s that consisted of 31 scenes.…”

Section: Discussionmentioning

confidence: 99%

Viewing Natural vs. Urban Images and Emotional Facial Expressions: An Exploratory Study

Franěk

Petružálek

2021

IJERPH

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There is a large body of evidence that exposure to simulated natural scenes has positive effects on emotions and reduces stress. Some studies have used self-reported assessments, and others have used physiological measures or combined self-reports with physiological measures; however, analysis of facial emotional expression has rarely been assessed. In the present study, participant facial expressions were analyzed while viewing forest trees with foliage, forest trees without foliage, and urban images by iMotions’ AFFDEX software designed for the recognition of facial emotions. It was assumed that natural images would evoke a higher magnitude of positive emotions in facial expressions and a lower magnitude of negative emotions than urban images. However, the results showed only very low magnitudes of facial emotional responses, and differences between natural and urban images were not significant. While the stimuli used in the present study represented an ordinary deciduous forest and urban streets, differences between the effects of mundane and attractive natural scenes and urban images are discussed. It is suggested that more attractive images could result in more pronounced emotional facial expressions. The findings of the present study have methodological relevance for future research. Moreover, not all urban dwellers have the possibility to spend time in nature; therefore, knowing more about the effects of some forms of simulated natural scenes surrogate nature also has some practical relevance.

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The Emotional Effectiveness of Advertisement

Cited by 30 publications

References 59 publications

Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study

Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Viewing Natural vs. Urban Images and Emotional Facial Expressions: An Exploratory Study

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