Promoting a Galaxy Far, Far Away: Changes in Promotional Strategies Seen in Star Wars Marketing Campaigns

This piece examines promotional material from the Star Wars campaigns for The Phantom Menace in 1999 and The Force Awakens in 2015 to find differences in promotional strategies with regards to globalization, fandom and fan perception and the use of online spaces. Trailers, tie-in product materials and websites are given visual and textual analysis to find how the films have evolved to accommodate a larger, more culturally diverse audience. In doing so this piece seeks to understand how the changing consumer landscape is impacting the way product are advertised, and how prospective advertisers can maximize their audience through adjusting their strategy

Promoting a Galaxy Far, Far Away: Changes in Promotional Strategies Seen in Star Wars Marketing Campaigns

This piece examines promotional material from the Star Wars campaigns for The Phantom Menace in 1999 and The Force Awakens in 2015 to find differences in promotional strategies with regards to globalization, fandom and fan perception and the use of online spaces. Trailers, tie-in product materials and websites are given visual and textual analysis to find how the films have evolved to accommodate a larger, more culturally diverse audience. In doing so this piece seeks to understand how the changing consumer landscape is impacting the way product are advertised, and how prospective advertisers can maximize their audience through adjusting their strategy

The effect of music in fashion video advertisements on attitude toward apparel brand

Products as diverse as soda-pop, fashion and automobiles are selling to the tunes of classic and current pop and rock music. The combination of MTV (Music Television), the latest audio-visual technology, and the replacement of movie stars by rock stars as the idols of contemporary youth (Beckett, 1985; Hartman, 1987), are responsible for today's successful marketing-through-music concept. The purpose of the present study was to investigate the effect of music in fashion video advertisements on attitude toward an apparel brand. Specifically, this study investigated the effect of the emotion-arousing quality or capacity of music on attitude toward apparel brand and attitude toward a fashion video advertisement. Congruity Theory (Osgood & Tannenbaum, 1955), prior research on the effect of attitude toward an advertisement on brand attitude, and the persuasive aspect of advertising communication served as the conceptual and theoretical framework for this study. In addition, the emotion arousing quality of music as a persuasive element of advertising communication was applied to the Holbrook and Batra communication model (1987), and served as a model for this study. A pretest-posttest-control group experiment was conducted for this study. The pretest measure consisted of: 1. a measure of attitude toward apparel brand and 2. a measure of the emotion-arousing capacity of music and preference for music. Attitude toward apparel brand and attitude toward music were measured on a seven-point semantic differential scale. The posttest consisted of the same two measures as the pretest as well as a third measure, attitude toward fashion video advertisement. Attitude toward fashion video advertisement was measured on a five-point Likert-type scale. The subjects for this study were recruited from a course in the Department of Apparel, Interiors, and Merchandising at Oregon State University. Fifty-nine students participated in the pretest portion of the study and forty-seven students completed all three phases of the experiment (pretest, exposure to fashion video, and posttest). Subjects ranged in age from 18 to 27 years, with a mean age of 20 years. Factor analysis, one-way analysis of variance, paired t-test, unpaired .t -test, Pearson Correlation, and analysis of covariance were used to analyze the data. As hypothesized, results indicated that attitude toward apparel brand was affected by the type of music associated with an apparel brand in the context of a fashion video advertisement. It was found that an initial neutral attitude toward apparel brand became more positive after an association with emotion-evoking music, and no significant change in attitude toward apparel brand was found exposure to a fashion video advertisement without However, contrary to prediction, it was found after music. that an association between apparel brand and non-emotion-evoking music did not have a negative effect on attitude toward apparel brand. This association resulted in a more positive attitude toward apparel brand. It was also predicted that the type of music used in a fashion video advertisement would affect attitude toward the advertisement. Results indicated that the type of music did not affect attitude toward fashion video advertisement. As predicted a large positive relationship was found to exist between a piece of music's emotion-arousing quality and preference for the music. These findings partially supported the theoretical framework of this study. However, in contrast to the Holbrook and Batra communication model, attitude toward advertisement was not found to be a mediator between advertisement content and attitude toward advertised apparel brand

La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales

Tesis por compendio[ES] El proceso de evaluar la eficacia en publicidad es una tarea complicada. Para poder cumplir con los requisitos de los clientes, el publicista está acostumbrado a apoyarse en los criterios objetivos que garantizan las soluciones de la propuesta de comunicación. Así como los aspectos subjetivos del creativo, como la estética, la música, el argumento, y el formato, suelen ser abordados según un criterio creativo. El objetivo de este trabajo es proponer y evaluar experimentalmente una metodología que, mediante la combinación de las respuestas psicofisiológicas, los modelos de aprendizaje automático y las técnicas tradicionales permita cuantificar y predecir, de una forma científica y metódica, el impacto emocional y cognitivo de la publicidad audiovisual. Para ello han planteado 3 estudios experimentales que investigan diferentes características de la metodología propuesta: investigar la capacidad de medidas que provienen de la neurociencia para predecir la eficacia de la publicidad. El segundo plantea comparar el efecto de un nuevo tipo de publicidad más inmersiva de video 360º en frente de la publicidad audiovisual clásica en formato video estándar. Y el tercero la evaluación de la música en el contexto de la congruencia e incongruencia musical aplicado en los anuncios de TV. En cuanto al estudio del impacto de la música en los anuncios se investigó los resultados de las reacciones emocionales y cognitivas de los sujetos durante la exposición a anuncios de televisión con música congruente e incongruente. Se analizaron las señales de electroencefalografía (EEG) y eye tracking (ET) de un grupo de 90 personas que vieron 6 anuncios de televisión. Los resultados mostraron que la música congruente genera niveles más altos asimetría prefrontal cerebral asociada al procesamiento positivo emocional. Por otro lado, los anuncios incongruentes con música alegre mostraron mayor nivel de atención y carga cognitiva, generando mayor recuerdo que los anuncios con música congruente. El estudio demostró, por tanto, la validez del empleo de técnicas basadas neurofisiología para evaluar el impacto de la música en los anuncios. En el segundo estudio se comparó la eficacia de un nuevo tipo de publicidad audiovisual mediante video 360º en la que el usuario tiene una mayor capacidad de interacción frente anuncios audiovisuales clásicos (2D) en los que el visionado carece de interacción. Se comparo el impacto en términos de atención visual, reconocimiento de marca, compromiso y emociones. Las herramientas que se utilizaron fueron señales neurofisiológicas como la electroencefalografía, variabilidad cardiaca, seguimiento ocular y codificación facial. Se compararon cuatro anuncios existentes para bienes duraderos y bienes de consumo de alta rotación. En los resultados se determinó que la mirada depende del contenido del anuncio, que la atención visual es menor en los anuncios de 360º así como el reconocimiento del logo de la marca. Los productos duraderos son los que generan más emociones positivas y el nivel de engagement. Este tipo de metodología ayudara por tanto a cuantificar el mejor formato según la estrategia de contenidos. En el último estudio se investigó la efectividad de los nuevos canales digitales de comunicación (YouTube) para predecir el número de visitas mediante el uso de las redes neuronales artificiales y nuevas métricas basadas en neurociencia extraídas de la electroencefalografía, eye tracking y variabilidad cardíaca. Se descubrieron correlaciones significativas entre la respuesta psicofisiológica del sujeto y la efectividad de los anuncios ponderada como el número de visitas en el canal de YouTube que tubo a posteriori ese anuncio. Esta tesis proporciona por tanto contribuciones novedosas en cuanto al uso de la neurociencia y la inteligencia artificial en la investigación del impacto de la publicidad.[CA] El procés d'avaluar l'eficàcia en publicitat és una tasca complicada. Per poder complir amb els requisits dels clients, el publicista està acostumat a recolzar-se en els criteris objectius que garanteixen les solucions de la proposta de comunicació. Així com els aspectes subjectius de l'creatiu, com l'estètica, la música, l'argument, el format, solen ser abordats segons un criteri creatiu. L'objectiu d'aquest treball és proposar i avaluar experimentalment una metodologia que, mitjançant la combinació de les eines, tecnologia de respostes psicofisiològiques, models d'aprenentatge automàtic i les tècniques tradicionals permeti obtenir, d'una manera científica i metòdica, la resposta dels usuaris davant els anuncis de TV per obtenir la informació necessària per aportar valor a la publicitat. Per a això es plantegen 3 estudis experimentals que investiguen diferents característiques de la metodologia proposada: investigar la capacitat de les eines de neurociència per predir l'eficàcia de la publicitat. El segon planteja mesurar l'eficàcia de Els anuncis segons el format de la publicitat, 2D vs 360º. I el tercer l'avaluació de la música en el context de la congruència i incongruència musical aplicat en els anuncis de TV. L'estudi on comparem l'eficàcia de la publicitat de 360º vs els anuncis estàtics (2D) en termes d'atenció visual, reconeixement de marca, compromís i emocions. Les eines que es van utilitzar van ser eines neurofisiològiques com l'electroencefalografia, variabilitat cardíaca seguiment ocular i codificació facial. Es van comparar quatre anuncis existents per a béns duradors i béns de consum d'alta rotació. En els resultats es mostra que la mirada depèn de l'contingut de l'anunci, l'atenció visual és menor en els anuncis de 360º així com el reconeixement de l'logotip de la marca. Els productes duradors són els que generen més emocions positives i el nivell d'engagement. El que comporta tenir-ho en compte per generar una estratègia de continguts que és el que es desenvolupa en el capítol 2. Pel que fa a l'estudi de l'impacte de la música en els anuncis es va investigar els resultats de les reaccions emocionals i cognitives dels subjectes durant l'exposició a anuncis de televisió amb música congruent i incongruent. Es van analitzar els senyals de electroencefalografia i eye tracking d'un grup de 90 persones que van veure 6 anuncis de televisió. Els resultats mostres que la música congruent genera nivells més alts asimetria prefrontal que representa el gust cerebral. Així com els anuncis incongruents amb música alegre tenen major nivell d'atenció i càrrega cognitiva, generant major recordo que els anuncis amb música congruent. Demostrant la validesa de les tècniques de neurofisiologia per avaluar l'impacte de la música en els anuncis. En l'últim estudi es va investigar l'efectivitat dels nous canals digitals de comunicació (YouTube) per predir mitjançant l'ús de les xarxes neuronals artificials i mètriques basades en neurociències com l'electroencefalografia, eye tracking, variabilitat cardíaca. Es va descobrir les correlacions significatives entre les mètriques de la neurociència i l'efectivitat dels anuncis i el nombre de visites al canal de Youtube. Creant una predicció d'un 82,9% la precisió mitjana i les visualitzacions en línia. Aquesta tesi proporciona contribucions noves a l'ús de la neurociència en la investigació de l'comportament humà, particularment en el consumidor i com li afecta la presa de decisions. La neurociència de el consumidor pot ajudar a l'aplicació de metodologies per a la valoració dels estímuls audiovisuals des d'una perspectiva més exacta i precisa. A més, creant models d'aprenentatge automàtic podem predir les respostes dels usuaris davant els diferents estímuls publicitaris creant campanyes més eficaces i econòmiques. Creiem fermament que el neuromarketing revolucionarà els mètodes d'avaluació de continguts audiovisuals i de presa de decisions. La present tesi té com a objectiu contribuir a aquest progrés. Els resultats d'aquesta tesi poden ser d'utilitat per als investigadors i publicistes interessats a conèixer millor el comportament de consumidor.[EN] The process of evaluating advertising effectiveness is a complicated task. In order to meet customer requirements, the advertiser is used to relying on objective criteria that guarantee the solutions of the communication proposal. As well as the subjective aspects of the creative, such as aesthetics, music, plot, format, they are usually approached according to a creative criterion. The objective of this work is to propose and experimentally evaluate a methodology that, through the combination of tools, psychophysiological response technology, machine learning models and traditional techniques allows to obtain, in a scientific and methodical way, the response of users to TV commercials to obtain the information necessary to add value to the advertisement. For this, 3 experimental studies are proposed that investigate different characteristics of the proposed methodology: investigate the capacity of neuroscience tools to predict the effectiveness of advertising. The second proposes to measure the effectiveness of the ads according to the advertising format, 2D vs 360º. And the third is the evaluation of music in the context of musical congruence and incongruity applied in TV commercials. The study where we compared the effectiveness of 360º advertising vs static (2D) ads in terms of visual attention, brand recognition, engagement and emotions. The tools used were neurophysiological tools such as electroencephalography, cardiac variability, eye tracking, and facial coding. Four existing ads for durable goods and high-turnover consumer goods were compared. The results show that the look depends on the content of the ad, the visual attention is less in the 360º ads as well as the recognition of the brand logo. Durable products are the ones that generate the most positive emotions and the level of engagement. What it takes to take it into account to generate a content strategy. 2. Regarding the study of the impact of music on advertisements, the results of the emotional and cognitive reactions of the subjects during exposure to television advertisements with congruent and incongruous music were investigated. The electroencephalography and eye tracking signals of a group of 90 people who watched 6 television commercials were analysed. The results show that congruent music generates higher levels of prefrontal asymmetry than represents cerebral taste. Just as incongruous ads with happy music have a higher level of attention and cognitive load, generating greater memory than ads with congruent music. Demonstrating the validity of neurophysiology techniques to evaluate the impact of music on advertisements. The latest study investigated the effectiveness of new digital communication channels (YouTube) to predict through the use of artificial neural networks and metrics based on neurosciences such as electroencephalography, eye tracking, and cardiac variability. Significant correlations between neuroscience metrics and the effectiveness of ads and the number of views on the YouTube channel were discovered. Creating a prediction of 82.9% the average precision and online visualizations. This thesis provides novel contributions to the use of neuroscience in human behaviour research, particularly in the consumer and how it affects decision-making. Consumer neuroscience can help the application of methodologies for the assessment of audiovisual stimuli from a more accurate and precise perspective. In addition, by creating machine learning models, we can predict user responses to different advertising stimuli, creating more effective and economical campaigns. We firmly believe that neuromarketing will revolutionize audiovisual content evaluation and decision-making methods. The present thesis aims to contribute to this progress.Ausin Azofra, JM. (2021). La neurociencia como instrumento para medir la eficacia de la publicidad en medios audiovisuales [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/180237TESISCompendi

User-generated advertising: the effects of consumer-created brand videos and self-construal on brand attitudes

The impact of consumer-generated brand-communications on attitudes and behaviour have been studied by academic and marking practitioners; technology and social media allow consumers to conduct traditional marketing functions, especially user-generated-advertising (UGA). From the receiver’s perspective, psycho-social characteristics like self-construal are also considered to affect attitudinal-behavioural responses to advertising. However there is little research examining the impact of UGA and self-construal on attitudes and behaviour; this thesis fills this gap contributing to the literature by evaluating these constructs and expand existing knowledge UGA. Literature in consumer psychology, advertising and social media was reviewed to frame UGA in the context of existing communication knowledge. The study included three stages. First, a content analysis of 230 UGA was conducted to determine their characteristics. Second, 25 videos were submitted to a panel of judges to validate their valence as positive, negative or neutral before specific UGA were selected as stimuli. Finally, an Internet questionnaire was sent to the Business School students, and 208 usable questionnaires were obtained. A mixed within-between-subjects ANOVA was used to test the results; the findings suggest that UGA especially negative has more attitudinal-behavioural impact compared to firm-generated-advertising, and that interdependent self-construal affect UGA. This study’s theoretical and practical implications may serve academics and practitioners in understanding UGA, its attitudinal-behavioural effects, and potential impact on brand equity; sustaining the managerial necessity to develop strategies to monitor and respond to UGA

Pre-testing advertisements for effectiveness of communication

The purpose of this study was to examine a technique of Pre- Testing Advertisements for Effectiveness, and to seek to provide a Psychological basis for such Pre-Testing. The results of this study suggest a possible system for Pre-Testing the effectiveness of advertisements. The approach taken in this study was to test the effectiveness of communication of advertisements. Three advertisements were tested on a sample of a target audience, that Bample consisting of 78 people taken from three market segments; census classifications A, B, and Cl, whose ages ranged from 25 to 60. Respondents were given three tests : 1) Catalogue selection; 2) Focus of attention using an eye movement recorder test and; 3) completion of a questionnaire. Results showed significant differences between the effectiveness of the three experimental advertisements. Advertisements 1 and 2 failed to communicate the intended messages and were thus classified as ineffective. The 3rd advertisement was communicated effectively.Hence the system used, was shown to distinguish between advertisements. It is the aim of this study to establish whether the consumer decoded advertising communication in the manner intended by the sender, and to provide a scientifically based advertising/communication Pre-Test system which could prove useful for Advertising, Research, and for Psychology