Application of the emotion index in the study of the impact of television advertising on the recipient

The purpose of the article was to present cognitive neuroscience techniques (GSR and HR) for the study of emotions and to verify whether there is a correlation with the corresponding stages of models of advertising influence on the viewer. The study was based on the AIDA model. The results of the analyzed advertisement showed that it is possible to assess with a high degree of accuracy whether the advertisement was properly designed (for the adopted model). By analyzing the emotional index EI determined from the GSR and HR studies, it is possible to make appropriate adjustments at the stage of advertising implementation. Referring directly to the analyzed advertisement, it should be noted that positive and negative emotions can appear in different situations, depending on gender. The same scenes can be perceived positively by women and negatively by men, and vice versa. Such insights should be taken into account during design and preliminary testing even before broadcasting.