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A study confirms that long commercials evoke stronger emotions
Date:4/3/2012

device (a commercial heart rate monitor) to measure the valence of the emotions an individual experiences at a specific moment and transmit that information via a Bluetooth connection to a smartphone.

The original aim of the system is to function as a mechanism to automatically communicate emotions and thus can be used to measure the emotional response to any kind of stimulus. On this occasion we were interested in detecting reactions to a series of TV adverts with one aim in mind: to assist in the debate on whether it is advisable to give publicity on social issues a positive or negative character.

This is the first time that this technology has been used for studies in advertising and the analytical methodology was designed especially for the experiment. What is more, both the experiment and the software and systems were developed entirely in the Basque Autonomous Community (region).

The tests were conducted in two sessions with 30 volunteers each -divided into three groups of 5 people, 3 people of one gender and 2 of the other. A heart rate monitor was fitted to each of the participants to measure their emotional valence during the screening of 40 films (10 tv spots of a social nature with a positive flavour and 10 with a negative content, 10 commercial adverts broadcast on national TV during the second half of November in their full versions, and the 10 shorter versions of these same adverts). Following the broadcast of each video sequence, a black screen was shown for one minute while each participant completed a questionnaire about the emotions he or she had experienced.


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Contact: Irati Kortabitarte
i.kortabitarte@elhuyar.com
34-943-363-040
Elhuyar Fundazioa
Source:Eurekalert  

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