Title El estilo cómico en publicidad. Un análisis de su eficiencia desde la neurociencia
Authors TAPIA FRADE, ALEJANDRO JOSÉ, Guerra E.M., TAPIA FRADE, ALEJANDRO JOSÉ
External publication No
Means Commun. Soc.
Scope Article
Nature Científica
SJR Quartile 3
SJR Impact 0.19300
Area International
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-84988836400&partnerID=40&md5=3b41bf16d95134bb8afdef435760144d
Publication date 01/01/2016
Scopus Id 2-s2.0-84988836400
Abstract This article shows the results of an experiment in neuroscience on television spots. Its objective was the measurement (using electrodermal activity) of attention and emotion in a group of 30 people watching television spots. The results show significant differences in relation to the type of spot. Also, common features in attentional and emotional increases were detected.
Keywords Attention; Emotion; Neuroadvertising; Neuroscience; Television
Universidad Loyola members