Analysis of emotions in advertising
Posted: Tue Feb 11, 2025 5:23 am
Emotion analysis examines consumers’ facial expressions and physiological reactions, such as heart rate or sweating, in response to marketing stimuli. This allows marketers to assess what emotions a given ad evokes—happiness, sadness, surprise, or irritation.
Disney is one of the leaders in using this technology. The studio regularly tests its movie trailers and even entire films to see which parts generate the most emotional engagement. Based on neuromarketing research, it often makes changes to the editing of subsequent productions to maximize the impact on viewers.
emotion analysis disney – neuromarketing
Source: CBC
Similarly, Procter & Gamble tests its ads for hygiene products such as Pampers. Emotion analysis allows the company to ensure that messages about child care and safety are appropriately expressed and resonate with the audience.
Below are the results of one such test conducted by the vietnam telegram data brand. Among them, we can see a graph presenting the emotions that a given ad evoked.
Procter and Gamble emotion analysis – neuromarketing
Source: Neurensics
EEG and fMRI research in marketing
EEG (electroencephalography) and fMRI (functional magnetic resonance imaging) are advanced technologies used to study brain activity. EEG measures brain waves, which can determine how intensely a consumer is engaging with a given stimulus, while fMRI shows which parts of the brain are activated.
Coca-Cola used fMRI to see how consumers responded to the brand’s logo compared to its competitors. They found that the Coca-Cola logo activated brain regions associated with pleasure and nostalgia, confirming the strength of consumers’ emotional connection to the brand.
Disney is one of the leaders in using this technology. The studio regularly tests its movie trailers and even entire films to see which parts generate the most emotional engagement. Based on neuromarketing research, it often makes changes to the editing of subsequent productions to maximize the impact on viewers.
emotion analysis disney – neuromarketing
Source: CBC
Similarly, Procter & Gamble tests its ads for hygiene products such as Pampers. Emotion analysis allows the company to ensure that messages about child care and safety are appropriately expressed and resonate with the audience.
Below are the results of one such test conducted by the vietnam telegram data brand. Among them, we can see a graph presenting the emotions that a given ad evoked.
Procter and Gamble emotion analysis – neuromarketing
Source: Neurensics
EEG and fMRI research in marketing
EEG (electroencephalography) and fMRI (functional magnetic resonance imaging) are advanced technologies used to study brain activity. EEG measures brain waves, which can determine how intensely a consumer is engaging with a given stimulus, while fMRI shows which parts of the brain are activated.
Coca-Cola used fMRI to see how consumers responded to the brand’s logo compared to its competitors. They found that the Coca-Cola logo activated brain regions associated with pleasure and nostalgia, confirming the strength of consumers’ emotional connection to the brand.