I know how you felt when you watched past advertising: convergences between advertising and affective computing.

Authors

  • Nathalie Campagnoni de Almeida Centro Universitário Cesumar - UniCesumar
  • Tiago Franklin Rodrigues Lucena Universidade Estadual de Maringá - UEM

DOI:

https://doi.org/10.14393/par-v3n1-2018-49692

Keywords:

Adversting, Affective computing, Technolog, Emotion

Abstract

This article presents the field of Affective Computing and indicates some applications in the field of Communication, especially Advertising. It is a recent interdisciplinary area, which employs computer and sensors to identify the user's emotional state. Two more systematized experiments that applied affective systems in the research of user behavior are cited as case study, both focused on the reactions and experiences of individuals who watched ads. The article considers the context of online social networks, that the qualitative and quantitative parameters for the interpretation of activities and tastes of the audience are intensified. Finally, some considerations and limitations of these researches are highlighted and some speculation about the application of affective computation on a large scale in the communication and advertising market.

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Author Biographies

Nathalie Campagnoni de Almeida, Centro Universitário Cesumar - UniCesumar

Especialista em Docência no Ensino Superior e Graduada em Comunicação Social com Habilidade em Publicidade e Propaganda Pela Unicesumar (2016). Atuou como participante bolsista no Projeto de Iniciação Científica Jr / Fundação Araucária e CNPq sob a orientação da professora Nerli Mori (2010-2011)

Tiago Franklin Rodrigues Lucena, Universidade Estadual de Maringá - UEM

Doutor e Mestre em Artes (Arte e Tecnologia) pela Universidade de Brasília (2007-2013). Graduado em Arte e Mídia pela Universidade Federal de Campina Grande (2007). Esteve em doutorado sanduíche no MIT – MediaLab (2013). Atualmente é professor do curso de Comunicação e Multimeios na Universidade Estadual de Maringá. É pesquisador do campo da cibercultura, ciber e bioarte, comunicação em saúde e os diversos pontos de interseção entre a vida com as novas mídias

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Published

2019-07-22

How to Cite

Almeida, N. C. de, & Lucena, T. F. R. (2019). I know how you felt when you watched past advertising: convergences between advertising and affective computing. Paradoxos, 3(1), 32–45. https://doi.org/10.14393/par-v3n1-2018-49692

Issue

Vol. 3 No. 1 (2018): Paradoxos Vol. 3, Número 1, Janeiro a Junho de 2018

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Artigos

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