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

Year 2016, Issue: 55, 43 - 53, 30.10.2016

Yener Girişken , Tuna Çakar

Abstract

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.

Keywords

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

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. 

Keywords

Optic Brain Imaging, TV Ad, Voice-over, Consumer Neuroscience

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