Técnicas neurocientíficas aplicadas aos estímulos audiovisuais: análise cognitivo-emocional dos anúncios da Heineken durante a COVID-19

Using neuroscience techniques applied to the analysis of audiovisual content, four Heineken advertisements produced during the COVID-19 pandemic are studied. The main objective is to detect what cognitive and emotional responses the different stimuli elicit in thirty subjects and to evaluate whether the narrative construction of the advertisements works when conveying their advertising messages in images and sounds. For this purpose, after a preliminary textual analysis, tools for recording facial microexpressions and eye tracking are used, and the research is completed with a recall test. The results indicate the predominance of the emotions of joy and surprise, as well as the presence of other emotions (disgust, contempt, sadness) at specific moments. At the same time, it was found that the types of images that most captured the viewer's attention were those that included eye-catching, exciting, illustrative actions of the pandemic (mask, distance greeting, etc.) or that introduced written text on the screen. Likewise, it is observed that the Heineken product in its various materialisations (bottle, tap, logo, etc.) is only perceived prominently in the frame if there is a dramatic action that accompanies or underlines it. In contrast, the human figure (especially the eyes) is the visual component on which the subjects' gaze is predominantly focused. Finally, the results of the memory test coincide with the rest of the analyses with respect to the intensity of the emotions produced by the stimuli.A través de técnicas de neurociencia aplicadas al análisis de contenidos audiovisuales, se estudian cuatro anuncios de la marca Heineken producidos durante la pandemia de COVID-19. El objetivo principal es detectar qué respuestas cognitivas y emocionales suscitan los distintos estímulos en treinta sujetos y evaluar si la construcción narrativa de los anuncios funciona a la hora de transmitir sus mensajes publicitarios en imágenes y sonidos. Para ello, tras la realización de un análisis textual preliminar, se emplean herramientas de registro de microexpresiones faciales y de eye tracking y se completa la investigación con un test de recuerdo. Los resultados señalan la predominancia de las emociones de alegría y sorpresa, así como la presencia de otras emociones (asco, desprecio, tristeza) en momentos puntuales. A su vez, se constata que los tipos de imágenes que más captan la atención del espectador son las que incluyen acciones llamativas, emocionantes, ilustrativas de la pandemia (mascarilla, saludo a distancia, etc.) o que introducen un texto escrito en pantalla. Igualmente, se observa que el producto Heineken en sus variadas materializaciones (botella, grifo, imagotipo, etc.) solo es percibido de forma destacada en el encuadre si hay una acción dramática que lo acompaña o subraya. Por el contrario, la figura humana (los ojos, sobre todo), es el componente visual en el que se centra predominantemente la mirada de los sujetos. Por último, los resultados del test de recuerdo coinciden con el resto de análisis respecto a la intensidad de las emociones que les han producido los estímulos.Utilizando técnicas neurocientíficas aplicadas à análise do conteúdo audiovisual, são estudados quatro anúncios Heineken produzidos durante a pandemia de COVID-19. O principal objectivo é detectar quais as respostas cognitivas e emocionais que os diferentes estímulos suscitam em trinta sujeitos e avaliar se a construção narrativa dos anúncios funciona ao transmitir as suas mensagens publicitárias em imagens e sons. Para este fim, após uma análise textual preliminar, são utilizadas ferramentas de registo de microexpressões faciais e de seguimento dos olhos, e a investigação é completada com um teste de recolha. Os resultados indicam a predominância das emoções de alegria e surpresa, bem como a presença de outras emoções (aversão, desprezo, tristeza) em momentos específicos. Ao mesmo tempo, verificou-se que os tipos de imagens que mais captaram a atenção do espectador foram as que incluíam acções atraentes, excitantes e ilustrativas da pandemia (máscara, saudação à distância, etc.) ou as que introduziam texto escrito no ecrã. Do mesmo modo, observa-se que o produto Heineken nas suas várias materializações (garrafa, torneira, logótipo, etc.) só é visto de forma proeminente no quadro se houver uma acção dramática que o acompanhe ou sublinhe. Em contraste, a figura humana (especialmente os olhos) é a componente visual na qual o olhar dos sujeitos está predominantemente focado. Finalmente, os resultados do teste de memória coincidem com o resto das análises no que diz respeito à intensidade das emoções produzidas pelos estímulos

El estudio del branding y el packaging desde el campo del neuromarketing: una revisión bibliométrica

Branding and packaging are important instruments for companies that are seeking differentiation.The limitations of traditional research techniques for analyzing unconscious consumerdecisions have encouraged the use of neuroscience tools. The objective of this article is tocarry out a bibliometric study in this field and its research trends. The Web of Science searchplatform was used to evaluate scientific production by descriptively analyzing its evolution, and by using the VOSviewer 1.6.17 tool, there was carried out an analysis of nodal networksto study the thematic areas and research trends. The field of study is in a phase of exponentialgrowth and with a high rate of international collaboration. The data filtering process concludedwith 258 records whose analysis of nodal networks provided five major thematic areas ofinterest: “Neuromarketing”, “Neuromanagement”, “Cognitive Neuroscience”, “ConsumerNeuroscience”, “Neuroeconomics”. The results confirm a high fragmentation of the literature,consistent with its multidisciplinary origin. The definition of thematic subfields, branding throughpackaging, will provide researchers and professionals a solid and more precise framework fortheir future research from the field of consumer neuroscience.El branding y el packaging son importantes instrumentos para las empresas que buscandiferenciación. Las limitaciones de las técnicas tradicionales de investigación para el análisisde las decisiones no conscientes de los consumidores, ha impulsado el uso de herramientasde la neurociencia. El objetivo de este artículo es realizar un estudio bibliométrico sobre elárea y las tendencias de investigación. Se recurrió a la plataforma de búsqueda Web of Sciencepara evaluar la producción científica analizando descriptivamente su evolución, y mediante lautilización de la herramienta VOSviewer 1.6.17 se realizó un análisis de redes nodales paraestudiar las áreas temáticas y tendencias de investigación. El campo de estudio está en fasede crecimiento exponencial y con elevada tasa de colaboración internacional. El proceso derefinado de datos concluyó con 258 registros, cuyo análisis de redes nodales proporcionócinco grandes áreas temáticas de interés; “Neuromarketing”, “Neuromanagement”, “CognitiveNeursocience”, “Consumer Neuroscience”, y “Neuroeconomics”. Los resultados confirmanuna alta fragmentación de la literatura, consecuente con su origen multidisciplinar. La definiciónde subcampos temáticos facilitará a investigadores y profesionales del branding y el packagingun marco sólido y más preciso para sus futuras investigaciones desde el área de la neurocienciadel consumidor

Tipología de narrativas didácticas para YouTube: formatos didácticos audiovisuales realizados por el alumnado para innovar en el aprendizaje a través de las plataformas de streaming

Realización de contenidos audiovisuales para la enseñanza virtual en plataformas de vídeo. El alumnado de Ciencias de la Información crea y difunde materiales narrativos educativos diseñados para cursos online innovadores en YouTube

Narrativas audiovisuales emergentes: creaciones didácticas multimedia realizadas por alumnos para enseñanza y aprendizaje en campus virtuales

Diseño, escritura y realización de contenidos videográficos y multimedia para la enseñanza virtual. El alumnado de Ciencias de la Información analiza, crea y difunde materiales narrativos creados para campus virtuales y cursos online innovadores

Vídeo educativo para enseñanza presencial y virtual: narrativas audiovisuales online tras COVID-19

Depto. de Teorías y Análisis de la ComunicaciónFac. de Ciencias de la InformaciónFALSEsubmitte

Soft Skills Training Program Based on Serious Games

In the 21st century, to be successful at the workplace and to get their first job, potential employees must have both “soft skills” (“know how to be”) and “hard skills” (“know how to do”). The proposed Soft Skills Training Program (SSTP) combines multiple serious games to train future employees in four key soft skills that are most demanded by companies: intrapersonal, interpersonal, personal social responsibility, and organizational sustainability. These four MacroSoftSkills are subdivided into eight MesoSoftSkills and 21 MicroSoftSkills to establish a complete multilevel structure. The development of soft skills is measured before and after the training using five appraisal questionnaires and tests. The pilot project, aimed at young university and vocational training students, lasted 9 weeks and proved to be effective since the proposed aggregate indicators of soft skills development increased in value, with the results being different across soft skill, gender, and educational center. The contents and length of some of the training sessions should, however, be adjusted to further develop and improve the program

Analysis of Emotion and Recall in COVID-19 Advertisements: A Neuroscientific Study

In this research, neuroscience techniques are applied to the field of marketing in the analysis of advertisements that include the COVID-19 pandemic in their stories. A study of emotion and memory in these audiovisual productions is carried out as two fundamental factors for the knowledge of consumer habits and decision making. By means of facial recognition biosensor systems (AFFDEX) and various tests, six informative and narrative, emotional and rational advertisements are presented to the subjects of the experiment to detect which emotions predominate; how they affect variables such as neuroticism, psychoticism or extroversion, among others; or what is remembered about the different works, brands and advertisers. Outstanding results are obtained in both emotional and cognitive analysis. Thus, in the field of public health, it is found that messages referring to COVID-19 included in advertisements are remembered more than other narratives or even the brands, products or services themselves. Likewise, joy is the predominant emotion, and its significance in such varied advertising stories stands out. Finally, it is clear that neuroscience research applied to marketing requires new methods and integrated applications to obtain satisfactory results in the advertising field

Tecnologías y narrativas audiovisuales para aprendizaje virtual: storytelling para participación del alumnado en metodologías online

Análisis y producción de contenidos audiovisuales para la enseñanza virtual. La situación provocada por la COVID-19 demanda la puesta en marcha de metodologías activas que permitan el aprendizaje online a través de técnicas y formatos innovadores