The Emotional Effectiveness of Advertisement

Volume: 11
Published: Sep 4, 2020
Abstract
Based on cognitive-emotional neuroscience, the effectiveness of advertisements 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...
Paper Details
Title
The Emotional Effectiveness of Advertisement
Published Date
Sep 4, 2020
Volume
11
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