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https://hdl.handle.net/20.500.11779/687| Title: | Detecting the effect of voice-over in tv ads via optic brain imaging (fnirs) and in-depth interview methods | Other Titles: | Reklam filmlerinde dış ses etkisinin optik beyin görüntüleme ve derinlemesine mülakat yöntemleriyle saptanması | Authors: | Girisken, Yener Çakar, Tuna |
Keywords: | Optic Brain Imaging (fNIRS) TV Ad Voice-over Consumer Neuroscience |
Source: | 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. | 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) | URI: | https://hdl.handle.net/20.500.11779/687 | ISSN: | 1303-1260 |
| Appears in Collections: | Bilgisayar Mühendisliği Bölümü koleksiyonu TR-Dizin İndeksli Yayınlar Koleksiyonu / TR Dizin Indexed Publications Collection WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| WOS000410450200003.pdf | Yayıncı Sürümü - Makale | 626.55 kB | Adobe PDF |  View/Open |
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