The study explores how music influences the emotional and semantic interpretation of visual scenes in media. It employs a large-scale empirical approach to assess both implicit and explicit participant responses to various audio-visual combinations, revealing music's nuanced effect on semantic attribute ratings.
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Explore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.
Member Only AccessMany studies have shown that consumers want authenticity in advertising and branding and that the perception of authenticity can be an important driver of marketing success. But what exactly does authenticity mean to consumers? Read more »
How do positive and negative appeals in charity advertising shape donors' choices between immediate and long-term assistance? Discover strategic approaches that charities can adopt to optimize their advertising and maximize donor engagement and contributions.
Member Only AccessWe know that political views impact choices for news sources – such as a viewer’s preferred news network – but little is known about the relevance of political views, values and attitudes for viewing entertainment programs.
Gen Z has different attitudes about sexuality than most older Americans. What are the implications for brands? Read more »
The ARF’s Knowledge Center recently analyzed all the information requests received by members. Their analysis provides insights into ARF member companies’ priority issues.
Uncover the intricate dynamics of fusion metaphors in health advertising and their paradoxical effects on consumer attitudes. This article reveals how combining elements from diverse domains can alternately attract and mislead, shaping public perception in unforeseen ways.
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Have we reached the John Henry moment in ad creative where the machine can outperform a human in creating visuals for ads? Not quite. Generative AI does have a place in creative, however. This Marketing Science Institute (MSI) working paper found that GenAI when trained on ads which were rated the most effective by consumers can create ad visuals and text that outperform the originals in KPIs related to the purchase funnel and brand associations. Yet, the human element has not been cut out just yet. In fact, it might be pivotal to the process. The human AI combo saved time and effort and created pleasing visuals while maintaining a brand’s distinctive positioning.
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This study investigates how the concept of “implied explosion” in advertisements can significantly enhance consumers' perception of a perfume's intensity and persistence, leading to higher purchase intentions. Discover how both visual and textual cues can be leveraged to create a more impactful consumer experience.
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