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Analysis of institutional authors

Fernandez, MrCorresponding AuthorMartin, LsAuthorTiralaso, HcAuthor
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Neuroscientific techniques applied to audiovisual stimuli: cognitive-emotional analysis of Heineken advertisements during COVID-19

Publicated to:Icono 14. 20 (2): - 2022-12-01 20(2), DOI: 10.7195/ri14.v20i2.1836

Authors: Fernández, MR; Martín, LS; Tiralaso, HC

Affiliations

Univ Rey Juan Carlos, Fac Commun Sci, Dept Audiovisual Commun & Advertising, Audiovisual Script & Audiovisual Language & Techn, Madrid, Spain - Author
Univ Rey Juan Carlos, Fac Commun Sci, Dept Audiovisual Commun & Advertising, Madrid, Spain - Author
Univ Rey Juan Carlos, Market Commercialisat Area, Dept Business Economics, Madrid, Spain - Author

Abstract

Using neuroscience techniques applied to the analysis of audiovisual content, four Heineken brand advertisements produced during the COVID-19 pandemic are studied. The main objective is to detect what cognitive and emotional responses the different stimuli elicit in thirty subjects and to assess whether the narrative construction of the advertisements works in conveying their advertising messages through images and sounds. For this purpose, after a preliminary textual analysis, tools are used to record facial micro-expressions and eye tracking, and the research is completed with a recall test. The results indicate the predominance of the emotions of joy and surprise, as well as the presence of other emotions (disgust, contempt, sadness) at specific moments. In turn, it was found that the types of images that most capture the viewer's attention are those that include eye-catching, exciting, descriptive actions of the pandemic (mask, social distance greeting, etc.) or which include written text on the screen. Likewise, it is observed that the Heineken product in its various forms (bottle, tap, logo, etc.) is only prominently perceived in the frame if there is a dramatic action to accompany or underline it. In contrast, the human figure (the eyes, above all) is the visual component on which the subjects' gaze is predominantly focused. Finally, the results of the recall test coincide with the rest of the analyses with respect to the intensity of the emotions produced by the stimuli.

Keywords
AdvertisingAdvertising effectivenessArousalAudiovisual narrativeBrandCovid-19Eye trackingEye-trackingFacial codingFacial expression analysisFacial micro-expressionsInformationMemoryNeuroscienceVisual-attention

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Icono 14 due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2022, it was in position , thus managing to position itself as a Q2 (Segundo Cuartil), in the category Communication.

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-05-25:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 18 (PlumX).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Additionally, the work has been submitted to a journal classified as Diamond in relation to this type of editorial policy.
Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Rajas Fernández, Mario Ignacio) and Last Author (Canorea Tiralaso, Héctor).

the author responsible for correspondence tasks has been Rajas Fernández, Mario Ignacio.