The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of Eye-Tracking devices. Brain researc...The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of Eye-Tracking devices. Brain research has been dominated by NMRI technologies during the last years. However, information content and time resolution are much better when monitoring electric activity by spectral analysis. The current experimental approach was initiated in order to test the combination of a newly developed EEG technology (Neurocode-Tracking) with commercially available Eye-Tracking. Ten male subjects were exposed to a reference recording condition (watching a fixed cross on the screen) followed by 5 TV commercials representing 5 different banks. Video films obtained from Eye-Tracking (so-called heat maps) were synchronized with the results of Neurocode-Tracking in form of a second video with a time resolution of 364 ms per image. Spectral power analysis of the EEG in different brain regions allowed for assessment of single scenes for cognitive and emotional responses. Averaging of data over the whole time course gave information on mental activation, attention, visual perception, memory, pleasure and tension. Comparison of the 5 commercials to reference recording revealed the clip of the Targo-Bank having the highest values with respect to mental activation and attention.These experiments have proven that the combination of Neurocode-Tracking with Eye-Tracking can be successfully used in advertisement research and gives valid information on individual as well as group dependent cognitive and emotional responses leading to objective assessment of TV commercials.展开更多
Advertisement and presentation of a product is the most important stage in the process of marketing. Product advertisement mostly benefits from the audiovisual commercials and advertisements on mass media （television...Advertisement and presentation of a product is the most important stage in the process of marketing. Product advertisement mostly benefits from the audiovisual commercials and advertisements on mass media （television, radio, newspaper, magazine, poster, brochure, Internet etc.）. Today, TV, radio and Intemet are considered to have great importance among the most widely used means of mass media. Initial advertisement for each product plays a significant role in getting a bigger market share for that product. Thus, manufacturing companies need brands, taglines, catchphrases and jingles for their commercials broadcasted on mass media. Astonishing words or expressions which catch the consumers＇ attention play a highly significant role in commercials. Slogans which are created sometimes using melodious or rhythmical expressions, and imperatives, or sometimes slang and daily language support convincing power of the commercials. The mentioned slogans are indeed examples of creativeness. This study primarily includes the commercials, ways to produce slogans and their characteristics, together with identifying the slogans in the commercials broadcasted in Turkey and Russia, created by using language games, which include brand names. Then, aforementioned slogans will be reviewed with regards to artistic stylistics, a sub branch of functional stylistics. Finally, similar and different aspects of the language games in Turkish and Russian commercials will be compared based on the findings obtained from the analyses.展开更多
耐克在欧洲和美国推出了不同版本广告来推广这个复制于古老运动锻炼技法的新科技。两部名字同为“Power To Your Feet”的片子在大洋两侧不停播放。NIKE FREE 的北美版广告将整个场景设在了一片辽阔的海滩上,街道幻化成大海沙滩,配合舒...耐克在欧洲和美国推出了不同版本广告来推广这个复制于古老运动锻炼技法的新科技。两部名字同为“Power To Your Feet”的片子在大洋两侧不停播放。NIKE FREE 的北美版广告将整个场景设在了一片辽阔的海滩上,街道幻化成大海沙滩,配合舒缓的音乐,两旁使观众感受到如同片中赤足跑步者一样的放松感。跑步者不停地跑近,两旁的路人与城市设施渐渐显露,随着巴士的插入,镜头完全切换到真实的城市场景中,跑步者脚上穿着 Nike Free,它的柔韧和符合赤脚自然力学的设计,为双脚提供了现代生活必要的保护,同时也让你在城市里的穿行犹如赤足踩在沙滩上般自由轻松。而在欧洲,耐克精细地表现着脚在各种时刻骨骼与肌肉的细微动作,展现了运动员和他们双脚之间的关系:非洲草原上长跑者,泳池边运动员,体操运动员,跆拳道选手,足球运动员,摔跤者,橄榄球员,攀岩者,芭蕾舞演员,以及网球选手棒球选手,无论他们是要保持平衡的稳定性还是要强大的行动力,是缓冲还是在控制力量;他们的双脚会自然的作出反应,灵敏且细致。同样,草原上长跑者脚上出现的 NikeFree 也柔软而充满弹性,动作与赤足相较,无分彼此。所以运动员们欣然穿着 Nike Fr...展开更多
Mobile TV is growing popular worldwide. It puts new hardware requirements on the handset, requiring a tuner, a demodulator and a decoder to receive and process signals that challenge the power consumption and size of ...Mobile TV is growing popular worldwide. It puts new hardware requirements on the handset, requiring a tuner, a demodulator and a decoder to receive and process signals that challenge the power consumption and size of handsets. These special terminal chips can solve these problems and stand as a prerequisite for broadcasting TV to mobile phones. The commercial mobile TV handsets have been brought to the market, which use the integrated single-chip, the dual/multi mode chip, or the TV receiver integrated in an SD card. These small chips with low power consumption will help popularize mobile TV services.展开更多
文摘The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of Eye-Tracking devices. Brain research has been dominated by NMRI technologies during the last years. However, information content and time resolution are much better when monitoring electric activity by spectral analysis. The current experimental approach was initiated in order to test the combination of a newly developed EEG technology (Neurocode-Tracking) with commercially available Eye-Tracking. Ten male subjects were exposed to a reference recording condition (watching a fixed cross on the screen) followed by 5 TV commercials representing 5 different banks. Video films obtained from Eye-Tracking (so-called heat maps) were synchronized with the results of Neurocode-Tracking in form of a second video with a time resolution of 364 ms per image. Spectral power analysis of the EEG in different brain regions allowed for assessment of single scenes for cognitive and emotional responses. Averaging of data over the whole time course gave information on mental activation, attention, visual perception, memory, pleasure and tension. Comparison of the 5 commercials to reference recording revealed the clip of the Targo-Bank having the highest values with respect to mental activation and attention.These experiments have proven that the combination of Neurocode-Tracking with Eye-Tracking can be successfully used in advertisement research and gives valid information on individual as well as group dependent cognitive and emotional responses leading to objective assessment of TV commercials.
文摘Advertisement and presentation of a product is the most important stage in the process of marketing. Product advertisement mostly benefits from the audiovisual commercials and advertisements on mass media （television, radio, newspaper, magazine, poster, brochure, Internet etc.）. Today, TV, radio and Intemet are considered to have great importance among the most widely used means of mass media. Initial advertisement for each product plays a significant role in getting a bigger market share for that product. Thus, manufacturing companies need brands, taglines, catchphrases and jingles for their commercials broadcasted on mass media. Astonishing words or expressions which catch the consumers＇ attention play a highly significant role in commercials. Slogans which are created sometimes using melodious or rhythmical expressions, and imperatives, or sometimes slang and daily language support convincing power of the commercials. The mentioned slogans are indeed examples of creativeness. This study primarily includes the commercials, ways to produce slogans and their characteristics, together with identifying the slogans in the commercials broadcasted in Turkey and Russia, created by using language games, which include brand names. Then, aforementioned slogans will be reviewed with regards to artistic stylistics, a sub branch of functional stylistics. Finally, similar and different aspects of the language games in Turkish and Russian commercials will be compared based on the findings obtained from the analyses.
文摘Mobile TV is growing popular worldwide. It puts new hardware requirements on the handset, requiring a tuner, a demodulator and a decoder to receive and process signals that challenge the power consumption and size of handsets. These special terminal chips can solve these problems and stand as a prerequisite for broadcasting TV to mobile phones. The commercial mobile TV handsets have been brought to the market, which use the integrated single-chip, the dual/multi mode chip, or the TV receiver integrated in an SD card. These small chips with low power consumption will help popularize mobile TV services.
