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

Yıl 2016, Sayı: 55, 43 - 53, 30.10.2016

Öz

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.

Kaynakça

  • 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.

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

Yıl 2016, Sayı: 55, 43 - 53, 30.10.2016

Öz

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. 


Kaynakça

  • 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.
Toplam 21 adet kaynakça vardır.

Ayrıntılar

Konular Siyaset Bilimi
Bölüm Makaleler
Yazarlar

Yener Girişken

Tuna Çakar Bu kişi benim

Yayımlanma Tarihi 30 Ekim 2016
Yayımlandığı Sayı Yıl 2016 Sayı: 55

Kaynak Göster

APA 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(55), 43-53.
AMA Girişken Y, Çakar T. 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. Ekim 2016;(55):43-53.
Chicago Girişken, Yener, ve Tuna Çakar. “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, sy. 55 (Ekim 2016): 43-53.
EndNote Girişken Y, Çakar T (01 Ekim 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 55 43–53.
IEEE Y. Girişken ve T. Çakar, “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, sy. 55, ss. 43–53, Ekim 2016.
ISNAD Girişken, Yener - Çakar, Tuna. “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 55 (Ekim 2016), 43-53.
JAMA Girişken Y, Çakar T. 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. 2016;:43–53.
MLA Girişken, Yener ve Tuna Çakar. “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, sy. 55, 2016, ss. 43-53.
Vancouver Girişken Y, Çakar T. 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. 2016(55):43-5.