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dc.contributorUniversitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
dc.contributor.authorPolo López, Marc
dc.contributor.authorFondevila-Gascón, Joan-Francesc
dc.contributor.authorVidal Portés, Eduard
dc.contributor.authorMuñoz Sánchez, Omar
dc.contributor.authorVilajoana Alejandre, Sandra
dc.date.accessioned2024-01-19T06:55:10Z
dc.date.available2024-01-19T06:55:10Z
dc.date.issued2023
dc.identifier.urihttp://hdl.handle.net/20.500.14342/3746
dc.description.abstractThe emotional reactions to interactive advertisements are a relatively new study object, attending the synchronous evolution of the natural interactive platforms. Interactivity has increased thanks to Internet usage, and it can be also attractive for political communication. In television’s case, it is a growing phenomenon whose main launcher is the implementation of the Hybrid broadcast broadband Television (HbbTV) standard. Key players of the sector (networks, media agencies, and advertisers) try to take profit from the options generated by the interaction with the audience. We have developed an experimental methodology that consists of viewing an advertising block that includes conventional and interactive advertisements in order to observe the emotions that those generate in the audience. The experiment included the view of a nine advertisement block and the analysis of face reactions linked to emotions. It is concluded that surprise emotion via humor does not make it easier to capture attention during the broadcast of a sequence of advertisements and identify the advertisement, and humor increases relatively interest in interactive advertisements.ca
dc.format.extent17 p.ca
dc.language.isoengca
dc.publisherSageca
dc.relation.ispartofAmerican Behavioral Scientist, vol. 68, núm. 1, 2023ca
dc.rights© L'autor/aca
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subject.otherPropagandaca
dc.subject.otherComunicació en la políticaca
dc.subject.otherEmocionsca
dc.subject.otherHumorca
dc.subject.otherTristesaca
dc.subject.otherInteractivitatca
dc.subject.otherHbbtvca
dc.subject.otherPublicitatca
dc.titleAnalysis of Emotional Responses in Political Communication: An Experimental Case of Interactive Advertisingca
dc.typeinfo:eu-repo/semantics/articleca
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscapca
dc.subject.udc65ca
dc.identifier.doihttps://doi.org/10.1177/00027642231166872ca
dc.description.versioninfo:eu-repo/semantics/acceptedVersionca


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