Detecting the Effect of Voice-Over in Tv Ads Via Optic Brain Imaging (fnirs) and In-Depth Interview Methods
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Date
2016
Authors
Çakar, Tuna
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Abstract
Voice-overs are used extensively to increase the effectiveness of the TV ads especially in the last decade. The main purpose is to provide the brand message via a clear feature that will inevitably grab the attention of the viewers. The current study contains the neuro tests of 12 TV ads in banking and finance sectors on 168 participants in 8 groups. Optic brain imaging (fNIRS) and in-depth interviews were the methodologies utilized during the test of these TV ads. The obtained results indicate that the use of voice-over during the TV ads possibly causes the decrease in attention and emotional engagement levels of the participants.
Description
Tuna Çakar (MEF Author)
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Keywords
Optic brain imaging (fnirs), Consumer neuroscience, Voice-over, Tv ad
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Citation
Girisken, Y. & Cakar, T.(2016). Detecting the effect of voice-over in tv ads via optic brain imaging (fnirs) and in-depth interview methods. Istanbul University Journal Of Faculty Of Political Sciences. issue: 55, pp. 43-53.
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Source
Istanbul University Journal Of Faculty Of Political Sciences
Volume
Issue
55
Start Page
43
End Page
53
