Identificación de descriptores para el diseño de carteles publicitarios a partir del impacto en atención y emoción en un contexto de emprendimiento universitario
Loading...
Download
Official URL
Full text at PDC
Publication date
2021
Defense date
15/10/2020
Authors
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Complutense de Madrid
Citations
Exportar
Citation
Abstract
El emprendimiento constituye uno de los principales motores de la competitividad, la innovación y el crecimiento de una sociedad y la educación tiene un papel importante para promover actitudes emprendedoras. En España, muchas instituciones en su mayoría públicas, entre ellas la Universidad, impulsan el espíritu emprendedor en los jóvenes elaborando programas de formación y con medidas de apoyo que se traducen en actividades diversas como premios, jornadas, cursos o eventos sobre esta temática concreta. La cartelería publicitaria es un soporte habitual para que esa oferta educativa llegue a su público objetivo. Sin embargo, a la vista de la baja participación en las actividades promocionadas, no hay evidencia de que las campañas publicitarias de emprendimiento sean muy eficaces. Ello puede deberse, en parte, a que los carteles no resultan atractivos para su target, aspecto fundamental en comunicación persuasiva pues un estímulo tiene que ser capaz de llamar la atención y generar cierto vínculo emocional. Precisamente, este trabajo enmarcado en el modelo de jerarquía de efectos, a diferencia de otros, pone el foco en las actitudes de la eficacia publicitaria y en particular en los efectos mediadores cognitivos y afectivos. La razón es que las actitudes están próximas al estímulo persuasivo y pueden proporcionar información valiosa para mejorar el diseño del cartel, pero además pueden influir en el comportamiento. La herramienta neurocientífica utilizada, la actividad electrodérmica (EDA), permite cuantificar la eficacia a partir de parámetros no conscientes como son impacto en atención y en emoción generado por el cartel publicitario en los estudiantes. También resulta clave el análisis de contenido del cartel, así como los elementos que lo conforman para poder determinar la eficacia en la construcción del mensaje publicitario. El objetivo principal que se persigue es establecer criterios metodológicos que permitan identificar los descriptores de los carteles que generan un mayor impacto en el target, que puedan contribuir a la composición y diseño de un mensaje publicitario eficaz. Los resultados en un contexto de emprendimiento universitario parecen indicar que ciertos descriptores del mensaje de texto, la imagen y el diseño y el color de los carteles publicitarios influyen en el impacto generado en su target y, por tanto, son determinantes para lograr una mayor eficacia publicitaria. En concreto, es preferible un título corto, que no contenga la raíz semántica “E/emprend” y que cuente con un porcentaje de píxeles de colores no neutrales alto, así como un número bajo de agrupaciones de color. Asimismo, los resultados evidencian diferencias significativas entre los grupos de interés formados a partir del público objetivo, siendo la respuesta emocional mayor en las mujeres, los estudiantes de primer curso, así como en los que tienen actitud y familia emprendedora...
Entrepreneurship is one of the main drivers of competitiveness, innovation and growth of a society, and education has an important role in promoting entrepreneurial attitudes. In Spain, many institutions, most of them public− including the University− promote the entrepreneurial spirit in young people by developing training programs and support measures that result in various activities such as awards, conferences, courses or events on this particular topic. Advertising posters are a regular support for this educational offer to reach its target audience. However, in view of the low participation in the promoted activities, there is no evidence that entrepreneurial advertising campaigns are very effective. This may be due, in part, to the fact that posters are not attractive to their target, a fundamental aspect in persuasive communication since a stimulus has to be capable of attracting attention and generating a certain emotional bond. Precisely, this work framed in the model of hierarchy of effects, unlike others, puts the focus on the attitudes of advertising effectiveness and in particular on the cognitive and affective mediating effects. The reason is that attitudes are close to the persuasive stimulus and can provide valuable information to improve the design of the poster, but can also influence behaviour. The neuroscientific tool used, the electrodermal activity (EDA), allows quantifying the effectiveness from non-conscious parameters such as impact on attention and emotion generated by the advertising poster in students. The analysis of the content of the poster is also key, as well as the elements that make up the poster in order to determine the effectiveness in the construction of the advertising message.The main objective is to establish methodological criteria to identify the descriptors of the posters that generate a greater impact on the target, which can contribute to the composition and design of an effective advertising message. The results in a university entrepreneurial context seem to indicate that certain descriptors of the text message, the image and design and the colour of the advertising posters influence the impact generated on their target and, therefore, are decisive in achieving greater advertising effectiveness. In particular, a short title is preferable, which does not contain the semantic root "E/emprend" and has a high percentage of nonneutral colored pixels, as well as a low number of color clusters. Likewise, the results show significant differences among the interest groups formed from the target audience ...
Entrepreneurship is one of the main drivers of competitiveness, innovation and growth of a society, and education has an important role in promoting entrepreneurial attitudes. In Spain, many institutions, most of them public− including the University− promote the entrepreneurial spirit in young people by developing training programs and support measures that result in various activities such as awards, conferences, courses or events on this particular topic. Advertising posters are a regular support for this educational offer to reach its target audience. However, in view of the low participation in the promoted activities, there is no evidence that entrepreneurial advertising campaigns are very effective. This may be due, in part, to the fact that posters are not attractive to their target, a fundamental aspect in persuasive communication since a stimulus has to be capable of attracting attention and generating a certain emotional bond. Precisely, this work framed in the model of hierarchy of effects, unlike others, puts the focus on the attitudes of advertising effectiveness and in particular on the cognitive and affective mediating effects. The reason is that attitudes are close to the persuasive stimulus and can provide valuable information to improve the design of the poster, but can also influence behaviour. The neuroscientific tool used, the electrodermal activity (EDA), allows quantifying the effectiveness from non-conscious parameters such as impact on attention and emotion generated by the advertising poster in students. The analysis of the content of the poster is also key, as well as the elements that make up the poster in order to determine the effectiveness in the construction of the advertising message.The main objective is to establish methodological criteria to identify the descriptors of the posters that generate a greater impact on the target, which can contribute to the composition and design of an effective advertising message. The results in a university entrepreneurial context seem to indicate that certain descriptors of the text message, the image and design and the colour of the advertising posters influence the impact generated on their target and, therefore, are decisive in achieving greater advertising effectiveness. In particular, a short title is preferable, which does not contain the semantic root "E/emprend" and has a high percentage of nonneutral colored pixels, as well as a low number of color clusters. Likewise, the results show significant differences among the interest groups formed from the target audience ...
Description
Tesis inédita de la Universidad Complutense de Madrid. Facultad de Ciencias de la Información, leída el 15-10-2020