A set of 100 advertisements was taken for the research and ten scenes each from two Hollywood movies and from Iranian movie were taken for the study that was carried out by IIT Ropar in collaboration with the National University of Singapore. There were 23 viewers. These advertisements were categorized into two: (i) low-level context having fewer emotions and are objective in nature; (ii) High-level context – having high emotions and arousal.
The research was supported by the National Research Foundation, Prime Minister’s Office, Singapore under its International Research Centre in Singapore Funding Initiative. The researchers said that a few million dollars were funded for the study. The research has been accepted for publication in an international journal ‘IEEE transactions on Affective computing’ in December 2019.
The impact of these advertisements induced emotions and influenced consumer behaviour significantly. The advertisements evoked feelings and impact viewers explicitly as well as implicitly. It also influenced change in user attitudes towards the products, especially hedonistic products.
The researchers vied that publishers like YouTube can come out with good and positive results in tunes of effective message if the advertisements are shown during a relevant time or scenes.
Dr Ramanathan Subramanian, Associate Professor, Department of Computer Science and Engineering, at IIT Ropar, said, “We have chosen the freely available advertisements instead of any copyrighted ones on YouTube. Emotions play a crucial role in conveying an effective message to viewers and are known to mediate consumer attitudes towards brands. Emotions are also critical for spreading public health and safety awareness, where certain personal choices are portrayed as beneficial to improving one’s quality of life, while others are portrayed as deleterious and possibly fatal. Inserting appropriate ads at optimal temporal points within a video stream can benefit advertisers, consumers and video streaming websites such as YouTube. The advertisement carrying the message of ill-effects of smoking will leave a more effective message if it is shown after a video scene (in a movie or another video program) depicting a smoker.”
He added, “Advertisements can also leave a negative or positive impact on the human behaviour. However, the further study over the change in human behaviour and their emotions after watching advertisements will be carried out soon.”