DETECTING THE EFFECT OF VOICE-OVER IN TV ADS VIA OPTIC BRAIN IMAGING (FNIRS) AND IN-DEPTH INTERVIEW METHODS
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.
Anahtar Kelimeler:
Optic Brain Imaging (fNIRS), TV Ad, Voice-over, Consumer Neuroscience
DETECTING THE EFFECT OF VOICE-OVER IN TV ADS VIA OPTIC BRAIN IMAGING (FNIRS) AND IN-DEPTH INTERVIEW METHODS
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.
Keywords:
Optic Brain Imaging, TV Ad, Voice-over, Consumer Neuroscience,
___
Ariely, D. & Berns, G.S. (2010). Neuromarketing: the hope and hype of neuromarketing in business. Nature Review Neuroscience, 11(4), 284-92.Ayaz, H., Shewokis, P. A., Bunce, S., Izzetoglu, K., Willems, B., & Onaral, B. (2012). Optical brain monitoring for operator training and mental workload assessment. Neuroimage, 59(1), 36-47.
Boksem, M.A.S. & Smidts, A. (2015). Brain responses to movie-trailers predict individual preferences for movies and their population-wide commercial success. Journal of Marketing Research, 52(4): 482-492.
Bunce, S. C., Izzetoglu, M., Izzetoglu, K., Onaral, B., & Pourrezaei, K. (2006). Functional near-infrared spectroscopy. Engineering in Medicine and Biology Magazine, IEEE, 25(4), 54-62.
Chattopadhyay, A., Dahl, D. W., Ritchie, R.J.B., Shahin, K.N. (2003). Hearing Voices: The Impact of Announcer Speech Characteristics on Consumer Response to Broadcast Advertising. Journal of Consumer Psychology, 13(3): 198-204.
Çakar, T., & Gez, K. (2017). Neuroscience Applications on the Assessments of TV Ads in Ed: Dos Santos, M. A., Appling Neuroscience to Business Practice. IGI Global Publishing, 231-256.
Çakır, M. P., Çakar, T., & Girişken, Y. (2015). Neural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging Study. Proceedings of CogSci 2015 Annual Meeting of the Cognitive Science Society, Pasadena, CA, USA.
Jobsis, F. F. (1977). Noninvasive, infrared monitoring of cerebral and myocardial oxygen sufficiency and circulatory parameters. Science, 198(4323), 1264-1267.
Kopton, I.M., Kenning, P. (2014). Near-infrared spectroscopy (NIRS) as a new tool for neuroeconomic research. Frontiers in Human Neuroscience, 8 (549), 1-13.
Leigh, T. W., Rethans, A. J., & Whitney, T. R. (1987). Role portrayals of women in advertising: Cognitive responses and advertising effectiveness. Journal of Advertising Research, 27(5), 54-63.
Lynch, J., & Schuler, D. (1994). The Matchup Effect of Spokesperson and Product Congruency: A Schema Theory Interpretation. Psychology and Marketing, 11 (5), 417- 445.
McClure, S. M., Li, J., Toulin, D., Cypert, K., Montague, L. M. & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(14), 379-387.
Metereau, E., & Dreher, J. C. (2015). The medial orbitofrontal cortex encodes a general unsigned value signal during anticipation of both appetitive and aversive events. Cortex, 63, 42-54.
Mostafa, M. M. (2012). Brain processing of vocal sounds in advertising: A functional magnetic resonance imaging (fMRI) study. Expert Systems with Applications, 39: 12114- 12122.
Obrig, H., Wenzel, R., Kohl, M., Horst, S., Wobst, P., Steinbrink, J., & Villringer, A. (2000). Near-infrared spectroscopy: does it function in functional activation studies of the adult brain? International Journal of Psychophysiology, 35(2), 125-142.
Özgür, A. Z. (2001). TV Reklam Filmlerinin Yaratıcı ve Yapım Süreçleri Açısından Değerlendirilme Standartları. Selçuk Üniversitesi İletişim Fakültesi Dergisi, 1(4) 10-19.
Singh, S. N., & Cole, C. (1993). The Effects of Length, Content, and Repetition on Television Commercial Effectiveness. Journal of Marketing Research 30(1):91-104.
Strach, P., Zuber, K., Fowler, E. F., Ridout, T.N., Searles, K. (2015). In a Different Voice? Explaining the Use of Men and Women as Voice-Over Announcers in Political Advertising. Political Communication, 32, 183–205.
Vecchiato, G., Astolfi, L., De Vico Fallani F., Toppi, J., Aloise, F., & Bez, F. (2011). On the use of EEG or MEG Brain Tools in Neuromarketing Research. Computational Intelligence and Neuroscience.
Vecchiato, G., Kong, W., Maglione, A., & Wei, D. (2012). Understanding the impact of TV commercials: Electrical neuroimaging. IEEE Pulse, 3(3), 42-47.
Whipple, T. W., & McManamon, M. K. (2002). Implications of using male and female voices in commercials: An exploratory study. Journal of Advertising, 31, 79–91.
- ISSN: 1303-1260
- Yayın Aralığı: Yılda 2 Sayı
- Yayıncı: İstanbul Üniversitesi