PERCEPTION OF AUDIOVISUAL MATERIALS’ RESEARCH
- user’s interest in specific aspects of the message,
- the impact of different aspects of the message on user’s emotional reaction,
- identification of potential problems in receiving of the message, e.g. fatigue
- identification of optimal message elements, i.e. positively affecting the reception of the transmitted content.
In the sheer volume of marketing messages, attracting and maintaining the viewer’s attention requires use of various stimuli, both in the visual and audio sphere. Activation of stimulus at the right moment usually decides about the success of the message. When building an advertising message, it is therefore important to use the right incentives at the right time. Simultaneous measurements using Eye tracking, Face tracking, EEG, EMG and GSR allow to determine the real reaction of the recipients of the message towards such elements as sound, image, content of the message.
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