Resumo

TAPIA FRADE, Alejandro  e  MARTIN GUERRA, Elena. Comic style in advertisement. An analysis of its efficiency from neuroscience. Comun. soc [online]. 2016, n.27, pp.121-144. ISSN 0188-252X.

This article shows the results of an experiment in neuroscience on television spots. Its objective was the measurement (using electrodermal activity) of attention and emotion in a group of 30 people watching television spots. The results show significant differences in relation to the type of spot. Also, common features in attentional and emotional increases were detected.

Palavras-chave : Neuroscience; neuroadvertising; attention; emotion; television.

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