Looking beyond a clever narrative: Visual context and attention are primary drivers of affect in video advertisements

Abhinav Shukla, Mohan Kankanhalli, Harish Katti, Ramanathan Subramanian

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 20th ACM International Conference on Multimodal Interaction (ICMI 2018)
EditorsSidney K. D’Mello, Panayiotis (Panos) Georgiou, Stefan Scherer, Emily Mower Provost, Mohammad Soleymani, Marcelo Worsley
Place of PublicationUnited States
PublisherAssociation for Computing Machinery (ACM)
Pages210-219
Number of pages10
ISBN (Print)9781450356923
DOIs
Publication statusPublished - 2 Oct 2018
Externally publishedYes
Event20th ACM International Conference on Multimodal Interaction, ICMI 2018 - Boulder, United States
Duration: 16 Oct 201820 Oct 2018

Conference

Conference20th ACM International Conference on Multimodal Interaction, ICMI 2018
CountryUnited States
CityBoulder
Period16/10/1820/10/18

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