Volume 15, Issue 12 (3-2019)                   cs 2019, 15(12): 109-124 | Back to browse issues page

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nasiri S, Keymasi M, Sammaknejad N, Hasangholi Pouryasouri T. Measuring the effectiveness of ads by focusing on human face . cs. 2019; 15 (12) :109-124
URL: http://cs.shahed.ac.ir/article-1-1460-en.html
University of Tehran management Dep , keimasi@ut.ac.ir
Abstract:   (601 Views)
Advertising as the main way of communicating with the audience and the most popular form of marketing can only survive and grow in the long run, focusing on effectiveness. Also, the human face in advertising as the most commonly used communication tool, allocates a large part of the massive advertising capital and its use is still under development. Considering the importance of measuring the effectiveness of advertising and the inefficiency of our communication approaches, in this study, we will use a complementary and comparative observational approach in the form of a pilot project to measure the impact of using the human face on the effectiveness of advertising. The research was carried out in a six-month time frame at the location of the eye-witness lab of the Institute of Cognitive Sciences at Shahid Beheshti University. The results showed that the use or non-use of the human face influences the visual attention of the audience to the visual and textual features of the advertisement, in such a way that the human face leads to attracting more attention of the audience to the advertisement, especially the image section. Finally, the effects of using or not using the face on the effectiveness of advertising in a limited number of subjects can be evaluated using an ocular tracking tool and the communication tool of the questionnaire does not report a significant difference. In other words, the observational approach is presented as a complement to the information obtained from the communication approach, provides us with cognitive and emotional information that cannot be obtained from the questionnaire
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Type of Study: Applicable | Subject: Special

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