Resumen

TAPIA FRADE, Alejandro  y  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.

Palabras llave : Neuroscience; neuroadvertising; attention; emotion; television.

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