The study, conducted by US-based Sensory Logic (SL), examined different versions of a TVC at the request of a major food processing company, in a bid to gain an insight into their effectiveness or lack thereof.
The research found that in the first case, ‘Stim 1’, where the camera was positioned further away from the talent, consumers experienced a disconnect, with SL measuring the gap between rational and emotional responses at 38 per cent, far above SL’s norm of 20 per cent.
In ‘Stim 2’ however, which featured more close-ups and longer shots that allowed the viewer to feel part of the landscape, the gap was just 19 per cent — within the effective zone.
Smiles are also an issue. ‘Stim 1’ carried three times the number of smiling shots compared with ‘Stim 2’, a play which SL found lessened the authenticity and impact of the advertisement among consumers.
“To have your customers trust your company and be loyal to your product is always a primary goal of advertising,” said Dan Hill, president, Sensory Logic.
“However, too often in advertising, an actor’s face lies with a smile, creating an unintended effect, resulting in a situation where, emotionally, the viewer doesn’t buy in - because he doubts the authenticity of the presentation.”
