Otamendi F Javier, Sutil Martín Dolores Lucia
Brain Research Lab, Universidad Rey Juan Carlos, Madrid, Spain.
Front Psychol. 2020 Sep 4;11:2088. doi: 10.3389/fpsyg.2020.02088. eCollection 2020.
Based on cognitive-emotional neuroscience, the effectiveness of advertisement is measured in terms of individuals' unconscious emotional responses. Using AFFDEX to record and analyze facial expressions, a combination of indicators that track both basic emotions and individual involvement is used to quantitatively determine if a spot causes high levels of ad liking in terms of attention, engagement, valence, and joy. We use as a test case a real campaign, in which a spot composed of 31 scenes (images, text, and the brand logo) is shown to subjects divided into five groups in terms of age and gender. The target group of mature women shows statistically more positive emotions and involvement than the rest of the groups, demonstrating the emotional effectiveness of the spot. Each other experimental groups show specific negative emotions as a function of their age and for certain blocks of scenes.
基于认知情感神经科学，广告的效果是根据个体的无意识情感反应来衡量的。使用AFFDEX记录和分析面部表情，一组跟踪基本情绪和个体参与度的指标组合被用于定量确定一个广告片段在注意力、参与度、效价和愉悦感方面是否会引发高度的广告喜爱度。我们以一个真实的广告活动作为测试案例，其中一个由31个场景（图像、文字和品牌标志）组成的广告片段被展示给按年龄和性别分为五组的受试者。统计数据显示，成熟女性目标群体比其他组表现出更多积极情绪和参与度，证明了该广告片段的情感效果。其他每个实验组根据其年龄和某些场景片段表现出特定的负面情绪。
