Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey

Objective: The research aims to analyze the changes in brain activity of emotions caused by the use of celebrities in television (TV) commercials using Electroencephalography (EEG). It tries to determine the positive (liking, having fun) and negative (disliking, bored) emotions of the audience with...

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Detalles Bibliográficos
Autor: OYMAN, Turgay
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2024
País:Brasil
Institución:Universidade Nove de Julho (UNINOVE)
Repositorio:REMark - Revista Brasileira de Marketing
Idioma:portugués
OAI Identifier:oai:ojs.periodicos.uninove.br:article/23563
Acceso en línea:https://periodicos.uninove.br/remark/article/view/23563
Access Level:acceso abierto
Palabra clave:Neuromarketing
Electroencephalography (EEG)
Television Advertising
Celebrity
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spelling Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of TurkeyNeuromarketingElectroencephalography (EEG)Television AdvertisingCelebrityObjective: The research aims to analyze the changes in brain activity of emotions caused by the use of celebrities in television (TV) commercials using Electroencephalography (EEG). It tries to determine the positive (liking, having fun) and negative (disliking, bored) emotions of the audience with Electroencephalography (EEG). Method: We tried to determine the emotional states of the volunteers who watched the commercials by examining the theta activities in different parts of their brains. A questionnaire was applied to 36 volunteers in our research before and after watching the advertisements. EEG recordings were made while the volunteers were watching the commercials. Theta activities obtained as a result of EEG recording were tabulated as duration. The hypotheses were tested by using the responses of the volunteers to the questionnaires and the EEG results comparatively with frequency tables and the Independent-Samples T test. Originality/Relevance: Both the preparation and broadcasting of TV advertisements, which have a very important place in marketing communication, can be very costly for businesses. Neuromarketing, which encourages interdisciplinary work, allows the use of methods, designs, theories and technologies used in neuroscience in areas such as marketing and advertising. In this study, with the help of EEG, one of the techniques used in neuromarketing, it has been tried to determine the emotions that the advertisements will create in the audience. It is among the few experimental studies conducted in Turkey. Results: Although EEG results shows that the activity intensity in the left hemisphere and left frontal lobe was higher than the activity intensity observed in the right hemisphere and right frontal lobe in the volunteers watching TV commercials, and the activity intensity in the left hemisphere and left frontal lobe in the volunteers where the advertisements created positive emotions, and the activity intensity in the left hemisphere and left frontal lobe in the volunteers, where the advertisements created negative emotions, statistically, as our hypotheses suggest, no significant activity difference was observed. Theoretical/methodological contributions: The research contributes to the scientific community by deepening the knowledge on neuromarketing, which is under development in Turkey as in many countries. It also provides clues about the use of neuromarketing in advertising research. This study will contribute to the preparation of effective advertisements by understanding the emotions of the audience. Managerial implications: Research findings can help businesses and advertisers prepare more effective commercials, thereby saving businesses costs.Universidade Nove de Julho - UNINOVE2024-02-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2356310.5585/remark.v23i1.23563ReMark - Revista Brasileira de Marketing; v. 23 n. 1 (2024): Special Issue: Applications of neurosciences to the marketing field; 72-962177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/23563/10707Copyright (c) 2024 Turgay OYMAN https://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessOYMAN, Turgay2025-01-27T12:52:11Zoai:ojs.periodicos.uninove.br:article/23563Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2025-01-27T12:52:11REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
title Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
spellingShingle Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
OYMAN, Turgay
Neuromarketing
Electroencephalography (EEG)
Television Advertising
Celebrity
title_short Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
title_full Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
title_fullStr Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
title_full_unstemmed Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
title_sort Examınatıon of famous use ın televısıon advertısements wıth electroencephalogram (EEG): the example of Turkey
dc.creator.none.fl_str_mv OYMAN, Turgay
author OYMAN, Turgay
author_facet OYMAN, Turgay
author_role author
dc.subject.por.fl_str_mv Neuromarketing
Electroencephalography (EEG)
Television Advertising
Celebrity
topic Neuromarketing
Electroencephalography (EEG)
Television Advertising
Celebrity
description Objective: The research aims to analyze the changes in brain activity of emotions caused by the use of celebrities in television (TV) commercials using Electroencephalography (EEG). It tries to determine the positive (liking, having fun) and negative (disliking, bored) emotions of the audience with Electroencephalography (EEG). Method: We tried to determine the emotional states of the volunteers who watched the commercials by examining the theta activities in different parts of their brains. A questionnaire was applied to 36 volunteers in our research before and after watching the advertisements. EEG recordings were made while the volunteers were watching the commercials. Theta activities obtained as a result of EEG recording were tabulated as duration. The hypotheses were tested by using the responses of the volunteers to the questionnaires and the EEG results comparatively with frequency tables and the Independent-Samples T test. Originality/Relevance: Both the preparation and broadcasting of TV advertisements, which have a very important place in marketing communication, can be very costly for businesses. Neuromarketing, which encourages interdisciplinary work, allows the use of methods, designs, theories and technologies used in neuroscience in areas such as marketing and advertising. In this study, with the help of EEG, one of the techniques used in neuromarketing, it has been tried to determine the emotions that the advertisements will create in the audience. It is among the few experimental studies conducted in Turkey. Results: Although EEG results shows that the activity intensity in the left hemisphere and left frontal lobe was higher than the activity intensity observed in the right hemisphere and right frontal lobe in the volunteers watching TV commercials, and the activity intensity in the left hemisphere and left frontal lobe in the volunteers where the advertisements created positive emotions, and the activity intensity in the left hemisphere and left frontal lobe in the volunteers, where the advertisements created negative emotions, statistically, as our hypotheses suggest, no significant activity difference was observed. Theoretical/methodological contributions: The research contributes to the scientific community by deepening the knowledge on neuromarketing, which is under development in Turkey as in many countries. It also provides clues about the use of neuromarketing in advertising research. This study will contribute to the preparation of effective advertisements by understanding the emotions of the audience. Managerial implications: Research findings can help businesses and advertisers prepare more effective commercials, thereby saving businesses costs.
publishDate 2024
dc.date.none.fl_str_mv 2024-02-08
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/23563
10.5585/remark.v23i1.23563
url https://periodicos.uninove.br/remark/article/view/23563
identifier_str_mv 10.5585/remark.v23i1.23563
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/23563/10707
dc.rights.driver.fl_str_mv Copyright (c) 2024 Turgay OYMAN
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 Turgay OYMAN
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 23 n. 1 (2024): Special Issue: Applications of neurosciences to the marketing field; 72-96
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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score 15,300724

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