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Empathy evaluation by the physical elements of the advertising

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Abstract

Watching videos is becoming a common trend in modern times. Advertising designers have concerned that physical attributes in the video affect the viewer’s empathy and determine their purchase decisions. Therefore, the purpose of this study is to provide an advertisement guideline, that increasing viewer’s empathy by controlling the physical elements and together considering the objective biological data of the viewer’s gaze tracking. This article uses two methods for comparison accuracy. The first method is about using eye-tracking data to derive areas of interest in the video and to evaluate empathy with the image properties in the advertisement. The physical elements of the advertising pictures, such as characteristics of color, saturation, and value have been analyzed by comparing between advertising videos with and without consideration of gaze tracking for the region of interest of the video. Then the empathy in advertising has been determined by using the method of machine learning classification. The results showed that the accuracy rate was 1.8% higher than the other kinds of videos in feature value of considering the region of interest extraction by gaze tracking. Contribution: (1). The physical elements in the advertisement contribute to increase the viewer’s empathy; (2). The paper also finds that the video making by the method of extracting physical elements of some region of interest has a stronger influence on the viewer’s empathy; (3). The decision of physical elements in advertisements can increase the empathy of viewers during viewing processes, which can also improve the effectiveness of advertisements.

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Acknowledgements

This work was supported by the National Research Foundation of Korea(NRF) grant funded by the Korea government(MSIT) (NRF-2020R1A2B5B02002770).

Funding

This work was supported by the National Research Foundation of Korea(NRF) grant funded by the Korea government(MSIT) (NRF-2020R1A2B5B02002770).

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Authors and Affiliations

  1. Department of Emotion Engineering, University of Sangmyung, Seoul, 03016, Korea

    Jing Zhang & Xingyu Wen

  2. Department of Human-Centered Artificial Intelligence, University of Sangmyung, Seoul, 03016, Korea

    Mincheol Whang

Authors
  1. Jing Zhang
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  2. Xingyu Wen
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  3. Mincheol Whang
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Correspondence to Mincheol Whang.

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Zhang, J., Wen, X. & Whang, M. Empathy evaluation by the physical elements of the advertising. Multimed Tools Appl 81, 2241–2257 (2022). https://doi.org/10.1007/s11042-021-11637-x

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