TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory

Weibel, David; Francesco, Roman di; Kopf, Roland; Fahrni, Samuel; Brunner, Adrian; Kronenberg, Philipp; Lobmaier, Janek S.; Reber, Thomas P.; Mast, Fred W.; Wissmath, Bartholomäus

doi:10.3389/fpsyg.2019.00626

Cited by 14 publications

(10 citation statements)

References 41 publications

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“…Also, an innovative study compared the effects of individuals being exposed to ads either on TV programs or videos on YouTube. The authors found that TV leads to more attention and to more positive emotions advertising than online advertising which means that TV advertising has a stronger immediate impact on the recipient ( Weibel et al, 2019 ). The authors concluded that TV advertising is still the better choice for advertisers ( Weibel et al, 2019 ).…”

Section: Discussionmentioning

confidence: 99%

Use of persuasive strategies in food advertising on television and on social media in Brazil

Silva

Rodrigues

Souza

et al. 2021

Preventive Medicine Reports

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We analyzed the use of persuasive advertising strategies by 18 food brands on TV and Facebook, Instagram, and YouTube in Brazil in April 2018. Advertising strategies were investigated from three groups: power of advertising strategies (n = 10) (e.g., use of licensed character, celebrities, awards, etc), use of the prize offering (n = 9) (e.g., pay 2 take 3 or more, gifts or collectable, limited edition, etc), and use of brand benefit claims (n = 8) (e.g., messages that exalt sensory-based characteristics such as flavor, taste, aroma and recommend how to use/consume the product, etc). Almost 90% of the brands were ultra-processed foods producers and they carried 52 ads on TV and 194 posts on social media platforms. A higher frequency of the strategy ‘cartoon/company owned character’ was found on TV ads (19.2%; p < 0.0001) in comparison to social media platforms (0% on the three platforms) while the presence of ‘famous sportsperson/team’ prevailed on YouTube (41.4%) in comparison to TV (19.2%), Facebook (10.9%) and Instagram (9.1%), p < 0.0001. On YouTube ads, the claims ‘sensory-based characteristics’ (86.2%), ‘suggested use’ (51.7%), and ‘emotive claims’ (31.0%) were more commonly seen in comparison to the other media, while the claims about ‘new brand developments’ (23.1%), ‘price’ (9.6%) and ‘suggesting to children and the whole family to use the advertised product’ (21.1%) prevailed on TV. Ultra-processed food brands are the main food companies that advertise on Brazilian TV and social media and the message transmitted by these brands varies in each media according to the advertising strategies that are used.

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Section: Discussionmentioning

confidence: 99%

Use of persuasive strategies in food advertising on television and on social media in Brazil

Silva

Rodrigues

Souza

et al. 2021

Preventive Medicine Reports

View full text Add to dashboard Cite

show abstract

“…Previous studies involving GSR to analyze unconscious responses to marketing stimuli were taken into account in the design (Weibel et al, 2019; Walla, Koller, Brenner and Bosshard, 2017; Guerreiro, Rita and Trigueiros, 2015; Reimann, Castano, Zaichkowsky and Bechara; 2012) [ 50 , 51 , 52 , 53 ].…”

Section: Materials Methods and Resultsmentioning

confidence: 99%

Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

Hidalgo

Galmés-Cerezo

Cristófol-Rodríguez

et al. 2021

Behavioral Sciences

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The ability of GIFs to generate emotionality in social media marketing strategies is analyzed. The aim of this work is to show how neuroscience research techniques can be integrated into the analysis of emotions, improving the results and helping to guide actions in social networks. This research is structured in two phases: an experimental study using automated biometric analysis (facial coding, GSR and eye tracking) and an analysis of declared feelings in the comments of Instagram users. Explicit valence, type of emotion, length of comment and proportion of emojis are extracted. The results indicate that the explicit measure of emotional valence shows a higher and more positive emotional level than the implicit one. This difference is influenced differently by the engagement and the proportion of emojis in the comment. A further step has been taken in the measurement of user emotionality in social media campaigns, including not only content analysis, but also providing new insights thanks to neuromarketing.

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“…The study was carried out with TV advertisements since it has been put forth in various studies (e.g. Weibel et al, 2019) that TV advertisements have a greater instantaneous impact on consumers compared with social media advertisements and that they remain in the minds of consumers for longer periods of time.…”

Section: Methodology Sample and Data Collectionmentioning

confidence: 99%

The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention

Özhan¹,

Akkaya²

2021

ibr

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Nostalgia is generally defined as a longing for the past, and from a marketing perspective it can be described as an emotion that drives the purchase behaviors of consumers. Companies have started to make use of the element of nostalgia in their marketing strategies more frequently in order to be more successful than their competitors in today's intensely competitive market. The aim of the study is to examine the effect of nostalgia proneness on ad-evoked nostalgia, attitude and purchase intention as well as to evaluate it with regard to the purchase decision making process of the consumer. The structural equation model was used for testing the developed hypothesis with a sample group comprised of 381 consumers. The study puts forth that sense of nostalgia has a strong effect on ad-evoked nostalgia, attitude and purchase intention. The findings of the study point out to the marketers that nostalgic signs in advertisements may have positive effects on the brand attitude and the purchase intention of the targeted groups.

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TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory

Cited by 14 publications

References 41 publications

Use of persuasive strategies in food advertising on television and on social media in Brazil

Use of persuasive strategies in food advertising on television and on social media in Brazil

Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention

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