<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512017000300081</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v27n65.65063</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Neurociencia y publicidad. Un experimento sobre atención y emoción en publicidad televisiva]]></article-title>
<article-title xml:lang="en"><![CDATA[NEUROSCIENCE AND ADVERTISING. AN EXPERIMENT ON ATTENTION AND EMOTION IN TELEVISION ADVERTISING]]></article-title>
<article-title xml:lang="pt"><![CDATA[NEUROCIÊNCIA E PUBLICIDADE. UMA EXPERI ÊNCIA SOBRE ATENÇÃO E EMOÇÃO NA PUBLICIDADE TELEVISIVA]]></article-title>
<article-title xml:lang="fr"><![CDATA[LES NEUROSCIENCES ET LA PUBLICITÉ. UNE EXPÉRIENCE SUR L'ATTENTION ET L'ÉMOTION DANS LA PUBLICITÉ TÉLÉVISÉE]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tapia-Frade]]></surname>
<given-names><![CDATA[Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martín-Guerra]]></surname>
<given-names><![CDATA[Elena]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Loyola Andalucía  ]]></institution>
<addr-line><![CDATA[Sevilla ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Valladolid  ]]></institution>
<addr-line><![CDATA[Valladolid ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2017</year>
</pub-date>
<volume>27</volume>
<numero>65</numero>
<fpage>81</fpage>
<lpage>92</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512017000300081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512017000300081&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512017000300081&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Llamar la atención y generar respuesta emocional son factores importantes en el recuerdo de un anuncio. Su estudio implica necesariamente el estudio de la psique, al tratarse de fenómenos de naturaleza interna del sujeto. Este trabajo expone los resultados de un experimento de neurociencia aplicada a la publicidad. Así, se midieron los niveles de respuesta: atencional y emocional (EDL y EDR, respectivamente, por sus siglas en inglés), de forma simultánea a un grupo de 30 personas, de entre 18 y 22 años, que vieron 20 anuncios publicitarios en la Universidad de Valladolid. Los resultados ponen de manifiesto diferencias significativas en atención y emoción en relación con la tipología de anuncios, destacando el de tipo cómico sobre todos. Adicionalmente, los anuncios enunciados en inglés y los no emitidos en España obtuvieron valores promedio significativamente superiores, tanto en atención como en emoción. Por otra parte, los incrementos más intensos de EDL se producen con un sonido fuerte, súbito, posiblemente inesperado y de registro muy distinto al sonido previo. Del mismo modo, los decrementos intensos de EDL están en todos los casos observados relacionados con momentos de contenido negativo o triste, y se producen en momentos iniciales del anuncio. Los EDR, por su parte, también muestran momentos de cambio súbito en los anuncios analizados. En estos, se puede observar que los mayores niveles de EDR se producen en los instantes posteriores a la conclusión de un puzle de tipo cómico o en momentos de alta intensidad sonora. Finalmente, la mayoría de los momentos de más alto EDR se produce en el contexto de tramos con mayor EDL.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Drawing attention and generating an emotional response are important factors in remembering an advertisement spot, whose study implies analyzing the psyche as these phenomena deal with the subject's inner nature. This work presents the results of a neuroscience experiment applied to advertisement. Therefore, attention and emotional response levels (EDL and EDR, respectively) were measured simultaneously in a group of 30 individuals aged 18-22, who were exposed to 20 advertisement spots of the University of Valladolid. Results clearly show meaningful differences regarding attention and emotion based on the typology of spots, where the comic type outstands over all. In addition, the spots in English language and those not broadcasted in Spain obtained significantly higher mean values, both in attention and emotion. Furthermore, the most intense increases of EDL occurred with a loud, sudden, possibly unexpected and very different sound to the previous one. Similarly, intense decreases of EDL are in all observed cases related to moments of negative or sad content and occur at the initial moments of spots. On the other hand, EDR also show moments of sudden change in the analyzed spots. In these, the highest levels occur in the instants after the conclusion of a comic puzzle or in moments of high sound intensity. Finally, most of the moments of highest EDR occur in the context of stretches with higher EDL.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Chamar a atenção e gerar resposta emocional são fatores importantes na lembrança de um spot. Sua análise implica necessariamente o estudo da psique ao se tratar de fenômenos de natureza interna do sujeito. Este trabalho expõe os resultados de uma experiência de neurociencia aplicada à publicidade. Assim, foram medidos os níveis de resposta: atencional e emocional (EDL e EDR, respectivamente, por suas siglas em inglês), de forma simultânea a um grupo de 30 pessoas, de entre 18 e 22 anos, que assistiram a 20 spots publicitários na Universidad de Valladolid. Os resultados mostram diferenças significativas em atenção e emoção em relação com a tipologia de spots, e destacam o tipo cômico sobre todos. Além disso, os spots enunciados em inglês e os não emitidos na Espanha obtiveram valores médios significativamente superior, tanto em atenção quanto em emoção. Por outro lado, os aumentos mais intensos de EDL foram produzidos com um som forte, súbito, possivelmente inesperado e de registro muito diferente ao do som anterior. Do mesmo modo, as diminuições intensas de edl estão em todos os casos observados relacionados com momentos de conteúdo negativo ou triste, e foram produzidos em momentos iniciais do spot. Os EDR, por sua vez, também mostram momentos de mudança súbita nos spots analisados. Nestes, pode-se observar que os maiores níveis de EDR são produzidos nos instantes posteriores à conclusão de um puzzle de tipo cômico ou em momentos de alta intensidade sonora. Finalmente, a maioria dos momentos de mais alto EDR é produzida no contexto de trechos com maior EDL.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ Attirer l'attention et générer une réponse émotionnelle sont des facteurs importants pour le souvenir d'un spot. Leur étude implique nécessairement l'étude de la psyché, car il s'agit de phénomènes de la nature intérieure du sujet. Cet article présente les résultats d'une expérience en neurosciences appliquées à la publicité. C'est ainsi que l'on a mesuré les taux de réponse attentionnel et émotionnel (EDL et EDR, respectivement, pour leurs sigles en anglais), de manière simultanée à un groupe de 30 personnes, ágées de 18 à 22 ans, qui ont vu vingt publicités dans la Université de Valladolid. Les résultats montrent des différences significatives dans l'attention et l'émotion par rapport à la typologie des spots, en soulignant le genre comique sur tous les autres. De plus, les spots énoncés en anglais et ceux qui n'avaient pas été émis en Espagne ont obtenu des valeurs moyennes significativement plus élevées, autant en termes d'attention comme d'émotion. D'autre part, les plus fortes hausses d'EDL ont été produites avec un son fort, soudain, peut-etre inattendu et avec un registre très différent du son précédent. De meme, les baisses intenses d'EDL ont été identifiées dans tous les cas observés impliquant des moments de contenu négatif ou triste, et se produisent depuis les premiers moments du spot. Quant aux EDR, ils montrent aussi des moments de changement soudain dans les spots analysés. Là on peut observer que les plus hauts niveaux d'EDR se produisent dans les moments qui suivent la conclusion d'un puzzle de genre comique ou à des moments d'intensité sonore élevée. Enfin, la plupart des moments de plus haut EDR se produit dans le contexte des intervalles avec un plus haut EDL.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Neurociencia]]></kwd>
<kwd lng="es"><![CDATA[atención]]></kwd>
<kwd lng="es"><![CDATA[emoción]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[televisión]]></kwd>
<kwd lng="en"><![CDATA[Neuroscience]]></kwd>
<kwd lng="en"><![CDATA[attention]]></kwd>
<kwd lng="en"><![CDATA[emotion]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[advertisement]]></kwd>
<kwd lng="en"><![CDATA[television]]></kwd>
<kwd lng="pt"><![CDATA[atenção]]></kwd>
<kwd lng="pt"><![CDATA[emoção]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[neurociência]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[televisão]]></kwd>
<kwd lng="fr"><![CDATA[neurosciences]]></kwd>
<kwd lng="fr"><![CDATA[attention]]></kwd>
<kwd lng="fr"><![CDATA[émotion]]></kwd>
<kwd lng="fr"><![CDATA[marketing]]></kwd>
<kwd lng="fr"><![CDATA[publicité]]></kwd>
<kwd lng="fr"><![CDATA[télévision]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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