Detecting the Effect of Voice-Over in Tv Ads Via Optic Brain Imaging (fnirs) and In-Depth Interview Methods

Çakar, Tuna; Girisken, Yener

Please use this identifier to cite or link to this item: 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:	Çakar, Tuna Girisken, Yener
Keywords:	Optic brain imaging (fnirs) Consumer neuroscience Voice-over Tv ad
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