Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

A study confirms that long commercials evoke stronger emotions

04.04.2012
What effect does a TV advert have on a viewer? How does it bring about a change in their knowledge, emotions or intentions? These questions have existed alongside advertising ever since it began.

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!
Further information:
http://www.elhuyar.com

More articles from Studies and Analyses:

nachricht Real-time feedback helps save energy and water
08.02.2017 | Otto-Friedrich-Universität Bamberg

nachricht The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Breakthrough with a chain of gold atoms

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

Im Focus: DNA repair: a new letter in the cell alphabet

Results reveal how discoveries may be hidden in scientific “blind spots”

Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...

Im Focus: Dresdner scientists print tomorrow’s world

The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.

The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...

Im Focus: Mimicking nature's cellular architectures via 3-D printing

Research offers new level of control over the structure of 3-D printed materials

Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...

Im Focus: Three Magnetic States for Each Hole

Nanometer-scale magnetic perforated grids could create new possibilities for computing. Together with international colleagues, scientists from the Helmholtz Zentrum Dresden-Rossendorf (HZDR) have shown how a cobalt grid can be reliably programmed at room temperature. In addition they discovered that for every hole ("antidot") three magnetic states can be configured. The results have been published in the journal "Scientific Reports".

Physicist Dr. Rantej Bali from the HZDR, together with scientists from Singapore and Australia, designed a special grid structure in a thin layer of cobalt in...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Booth and panel discussion – The Lindau Nobel Laureate Meetings at the AAAS 2017 Annual Meeting

13.02.2017 | Event News

Complex Loading versus Hidden Reserves

10.02.2017 | Event News

International Conference on Crystal Growth in Freiburg

09.02.2017 | Event News

 
Latest News

Stingless bees have their nests protected by soldiers

24.02.2017 | Life Sciences

New risk factors for anxiety disorders

24.02.2017 | Life Sciences

MWC 2017: 5G Capital Berlin

24.02.2017 | Trade Fair News

VideoLinks
B2B-VideoLinks
More VideoLinks >>>