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Abstract

Large-scale businesses reflect their support for social responsibility projects in their advertising campaigns and inform those concerned. These advertisements also express the view of enterprises towards social responsibility projects. It is necessary to determine how these advertising campaigns, which have the potential to create awareness in the society, have an effect on the audience and how effective and memorable the advertisement is. In this context, examining the eye tracking data of the viewers in addition to the traditional methods may allow to obtain consistent and reliable results in measuring the effectiveness and cognitive attention of the advertisement. Moreover, how the galvanic skin response changes in certain striking scenes of the advertisement can be used to make sense of the psychophysiological reactions of the audience. The aim of this study is to determine the emotional and cognitive effects of social responsibility-themed advertisements on the audience and to measure the recall of the advertisement.
Determining the post-remembering status of social responsibility-themed
advertisements and their psychophysiological effects on the audience
Large-scale businesses reflect their support for social responsibility projects in their
advertising campaigns and inform those concerned. These advertisements also express the
view of enterprises towards social responsibility projects. It is necessary to determine how
these advertising campaigns, which have the potential to create awareness in the society, have
an effect on the audience and how effective and memorable the advertisement is. In this
context, examining the eye tracking data of the viewers in addition to the traditional methods
may allow to obtain consistent and reliable results in measuring the effectiveness and
cognitive attention of the advertisement. Moreover, how the galvanic skin response changes
in certain striking scenes of the advertisement can be used to make sense of the
psychophysiological reactions of the audience. The aim of this study is to determine the
emotional and cognitive effects of social responsibility-themed advertisements on the
audience and to measure the recall of the advertisement.
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