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 model connects respiratory droplet physics with spread of Covid-19
21.07.2020 | University of California - San Diego
Risk of infection with COVID-19 from singing: First results of aerosol study with the Bavarian Radio Chorus
03.07.2020 | Klinikum der Universität München
Scientists at the Fraunhofer Institute for Laser Technology ILT have come up with a striking new addition to contact stamping technologies in the ERDF research project ScanCut. In collaboration with industry partners from North Rhine-Westphalia, the Aachen-based team of researchers developed a hybrid manufacturing process for the laser cutting of thin-walled metal strips. This new process makes it possible to fabricate even the tiniest details of contact parts in an eco-friendly, high-precision and efficient manner.
Plug connectors are tiny and, at first glance, unremarkable – yet modern vehicles would be unable to function without them. Several thousand plug connectors...
An international research team has found a new approach that may be able to reduce bone loss in osteoporosis and maintain bone health.
Osteoporosis is the most common age-related bone disease which affects hundreds of millions of individuals worldwide. It is estimated that one in three women...
Traditional single-cell sequencing methods help to reveal insights about cellular differences and functions - but they do this with static snapshots only...
“Core-shell” clusters pave the way for new efficient nanomaterials that make catalysts, magnetic and laser sensors or measuring devices for detecting electromagnetic radiation more efficient.
Whether in innovative high-tech materials, more powerful computer chips, pharmaceuticals or in the field of renewable energies, nanoparticles – smallest...
An international research team with Prof. Cornelia Denz from the Institute of Applied Physics at the University of Münster develop for the first time light fields using caustics that do not change during propagation. With the new method, the physicists cleverly exploit light structures that can be seen in rainbows or when light is transmitted through drinking glasses.
Modern applications as high resolution microsopy or micro- or nanoscale material processing require customized laser beams that do not change during...
23.07.2020 | Event News
21.07.2020 | Event News
07.07.2020 | Event News
06.08.2020 | Earth Sciences
06.08.2020 | Power and Electrical Engineering
06.08.2020 | Life Sciences