The effects of social communication: a research study on neuroscientific techniques application

Abstract

The effectiveness of social advertising is still an open issue in the scientific community. On one side the evaluation of advertising efficacy is still a big challenge to accomplish in terms of scientific measures. On the other side, the social advertising is often based on emotional appeals, in order to capture and affect audience attention, and the attempt to measure emotional reactions in a scientific way is still debated by scientists as well. Nowadays the evaluation of advertising is laying on traditional techniques, the so called “explicit self-report measures”, based on direct questions to subjects exposed to advertisement. The limit of these traditional techniques is the potential overlap (and confusion) of what is felt by subjects by means of their rational appraisal with what is really perceived by them from an emotional standpoint [1,2].

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