Content uploaded by Mustafa Seçkin Aydın
Author content
All content in this area was uploaded by Mustafa Seçkin Aydın on Dec 29, 2021
Content may be subject to copyright.
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.