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Journals / İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi / 2016 / Sayı: 55

DETECTING THE EFFECT OF VOICE-OVER IN TV ADS VIA OPTIC BRAIN IMAGING (FNIRS) AND IN-DEPTH INTERVIEW METHODS

Yener Girişken
Tuna Çakar
Pages
43–53
Publication Date
2016-10-30
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Voice-overs are used extensively to increase the effectiveness of the TV ads especially in the last decade.
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Key Findings & Data:The current study contains the neuro tests of 12 TV ads in banking and finance sectors on 168 participants in 8 groups.
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Conclusion & Impact: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.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Optic Brain Imaging (fNIRS) · TV Ad · Voice-over

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.

Özet

Reklam filmlerinin etkisini arttırmak amacıyla son dönemde dış sesler daha sık bir şekilde kullanılmaya başlanmıştır. Bu kullanımdaki temel amaç izleyicilerin dikkatini çekecek bir unsur yaratarak, amaçlanan bilgilendirmenin sağlanmasıdır. Bu çalışmada, Türkiye’de faaliyet gösteren finans kuruluşlarına ait dışses içeren 12 reklam filmi toplam 168 katılımcıyla 8 farklı grupta tüketici nörobilimi yöntemleriyle test edilmiştir. Bu nöro test metodolojisinde optik beyin görüntüleme ve derinlemesine mülakat yöntemleri kullanılmıştır. Yapılan çalışmanın sonuçları katılımcılarda dış ses nedeniyle dikkat ve duygusal ilgi seviyelerinde azalma görülebileceğine işaret etmektedir.

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Cite This Article

Girişken, Y., Çakar, T. (2016). DETECTING THE EFFECT OF VOICE-OVER IN TV ADS VIA OPTIC BRAIN IMAGING (FNIRS) AND IN-DEPTH INTERVIEW METHODS. İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, Sayı: 55, 43–53. https://ajindex.com/articles/31409

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