Through a psycho-physiological study developed jointly by El Bureau de la Comunicación, the Tecnalia Centre for Applied Research, and the UPV/EHU, it has been possible to measure the emotional response of a person to a series of television adverts.
The aim of the study, carried out for the first time entirely in the Basque Autonomous Community (region), was to shed some light on two main hypotheses: On the one hand, adverts with a social content that use negative images that show violence or disgust achieve a greater emotional impact that those with a content based on positive attitudes, and on the other, long commercials succeed in evoking a stronger emotional intensity than short ones.
Firstly, it was confirmed that long commercials are more effectively self-explained and adjust better to the anticipated emotions of the spectator than their short counterparts which evoke greater emotional "confusion". Longer adverts seem also to elicit stronger emotional responses in the person which is also true for negative social adverts. Secondly, adverts on social or moral behaviour (in both the positive and negative categories) achieve absolute values of emotional intensity that considerably outperform those of commercial adverts (both short and long ones).
These findings might help agencies, media organisations and advertisers to optimize the profitability of their campaigns.
40 films, 30 volunteers and a pulse meter
So far, the advances achieved by neuroscience have been based on technologies that employ cumbersome equipment that "tie" the subject to the laboratory and prevent his or her behaviour from being observed in a natural environment. Researchers at Tecnalia have devised a system that use readings from a standard device (a commercial heart rate monitor) to measure the valence of the emotions an individual experiences at a specific moment and transmit that information via a Bluetooth connection to a smartphone.
The original aim of the system is to function as a mechanism to automatically communicate emotions and thus can be used to measure the emotional response to any kind of stimulus. On this occasion we were interested in detecting reactions to a series of TV adverts with one aim in mind: to assist in the debate on whether it is advisable to give publicity on social issues a positive or negative character.
This is the first time that this technology has been used for studies in advertising and the analytical methodology was designed especially for the experiment. What is more, both the experiment and the software and systems were developed entirely in the Basque Autonomous Community (region).
The tests were conducted in two sessions with 30 volunteers each -divided into three groups of 5 people, 3 people of one gender and 2 of the other–. A heart rate monitor was fitted to each of the participants to measure their emotional valence during the screening of 40 films (10 tv spots of a social nature with a positive flavour and 10 with a negative content, 10 commercial adverts broadcast on national TV during the second half of November in their full versions, and the 10 shorter versions of these same adverts). Following the broadcast of each video sequence, a black screen was shown for one minute while each participant completed a questionnaire about the emotions he or she had experienced.
Irati Kortabitarte | EurekAlert!
New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg
Disarray in the brain
18.12.2017 | Universität zu Lübeck
On the way to an intelligent laboratory, physicists from Innsbruck and Vienna present an artificial agent that autonomously designs quantum experiments. In initial experiments, the system has independently (re)discovered experimental techniques that are nowadays standard in modern quantum optical laboratories. This shows how machines could play a more creative role in research in the future.
We carry smartphones in our pockets, the streets are dotted with semi-autonomous cars, but in the research laboratory experiments are still being designed by...
What enables electrons to be transferred swiftly, for example during photosynthesis? An interdisciplinary team of researchers has worked out the details of how...
For the first time, scientists have precisely measured the effective electrical charge of a single molecule in solution. This fundamental insight of an SNSF Professor could also pave the way for future medical diagnostics.
Electrical charge is one of the key properties that allows molecules to interact. Life itself depends on this phenomenon: many biological processes involve...
At the JEC World Composite Show in Paris in March 2018, the Fraunhofer Institute for Laser Technology ILT will be focusing on the latest trends and innovations in laser machining of composites. Among other things, researchers at the booth shared with the Aachen Center for Integrative Lightweight Production (AZL) will demonstrate how lasers can be used for joining, structuring, cutting and drilling composite materials.
No other industry has attracted as much public attention to composite materials as the automotive industry, which along with the aerospace industry is a driver...
Scientists at Tokyo Institute of Technology (Tokyo Tech) and Tohoku University have developed high-quality GFO epitaxial films and systematically investigated their ferroelectric and ferromagnetic properties. They also demonstrated the room-temperature magnetocapacitance effects of these GFO thin films.
Multiferroic materials show magnetically driven ferroelectricity. They are attracting increasing attention because of their fascinating properties such as...
08.01.2018 | Event News
11.12.2017 | Event News
08.12.2017 | Event News
19.01.2018 | Materials Sciences
19.01.2018 | Health and Medicine
19.01.2018 | Physics and Astronomy