![]() ![]() In the experimental task (carried out at the computer), participants were asked to rate video stimuli using a Visual Analogue Scale (VAS) ranging from 0 to 100 for perceived Duration, Liking, Movement, and Emotional and Physical Involvement. To achieve these aims, a custom-made, naturalistic set of video stimuli modeled after the staircase scene in the Soviet film The Cranes Are Flying (Kalatozov, 1957) was created using a DJI Phantom Pro 4 Drone. Thus, the present study investigates the relationship between Drone Movement (Ascending, Descending, Still), Actor Presence (Female, Male, None) and Image Speed (Normal, Slow, Very Slow) on perceived motion, appeal and involvement measures. Athough there are a growing number of theoretical and technological studies on the embodied nature of drone flight, to date no studies have investigated the effect of drone footage with and without human bodily movement on spectators’ cognitive behavioral mechanisms. According to the framework of embodied cinema, the meaning-making process in film is considered to be inextricably linked to the interrelation between the brain, body and environment of the viewer. Even if mere exposure has been extensively studied, cross-media research is scarcely explored, whereas this study detected the effects of mere exposure in a cross-media communication strategy, showing that it can be measured through psychophysiological methods.Īccording to embodied simulation theory, humans tacitly ‘simulate’ the actions of the other by mapping them in the sensorimotor cortex of the brain. This pattern of results indicates the effect of mere exposure-that is, the exposure to a radio advertisement enhances the effectiveness of the same advertisement via television or web, offering useful insights for media planning campaigns. Moreover, they had a different kind of visual attention to the website banners. The results have shown that participants who previously listened to the radio advertisements spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television. ![]() Half were first exposed to the same advertisements via radio. A total of seventy participants in a between-subjects experiment watched several television commercials during the advertising break of a documentary or saw some banners during a web surfing task. This study aims to investigate the effects of previous exposure to an advertisement via radio on the consumers' response to the same advertisement shown on television (TV) or as a banner on a website. ![]() Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual messages aimed at detecting the best combination of media, especially from a neurophysiological perspective. Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. ![]()
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