Looking Beyond a Clever Narrative: Visual Context and Attention are Primary Drivers of Affect in Video Advertisements

08/14/2018
by   Abhinav Shukla, et al.
0

Emotion evoked by an advertisement plays a key role in influencing brand recall and eventual consumer choices. Automatic ad affect recognition has several useful applications. However, the use of content-based feature representations does not give insights into how affect is modulated by aspects such as the ad scene setting, salient object attributes and their interactions. Neither do such approaches inform us on how humans prioritize visual information for ad understanding. Our work addresses these lacunae by decomposing video content into detected objects, coarse scene structure, object statistics and actively attended objects identified via eye-gaze. We measure the importance of each of these information channels by systematically incorporating related information into ad affect prediction models. Contrary to the popular notion that ad affect hinges on the narrative and the clever use of linguistic and social cues, we find that actively attended objects and the coarse scene structure better encode affective information as compared to individual scene objects or conspicuous background elements.

READ FULL TEXT
research
07/23/2019

Eye-based Continuous Affect Prediction

Eye-based information channels include the pupils, gaze, saccades, fixat...
research
05/25/2019

Beyond Visual Semantics: Exploring the Role of Scene Text in Image Understanding

Images with visual and scene text content are ubiquitous in everyday lif...
research
03/13/2023

Contextually-rich human affect perception using multimodal scene information

The process of human affect understanding involves the ability to infer ...
research
04/03/2019

Recognition of Advertisement Emotions with Application to Computational Advertising

Advertisements (ads) often contain strong affective content to capture v...
research
03/05/2018

Continuous Affect Prediction Using Eye Gaze and Speech

Affective computing research traditionally focused on labeling a person'...
research
07/23/2019

Speech, Head, and Eye-based Cues for Continuous Affect Prediction

Continuous affect prediction involves the discrete time-continuous regre...
research
09/06/2017

Evaluating Content-centric vs User-centric Ad Affect Recognition

Despite the fact that advertisements (ads) often include strongly emotio...

Please sign up or login with your details

Forgot password? Click here to reset