Paper Example on Facial Expression and Emojis in Advertisement and Real Life

Introduction

In this experiment, I wanted to compare the response or effectiveness of text and picture dominants advisements across gender and age groups. I, therefore, surveyed a sample of 60 volunteers made up of 30 respondents between the age of 18 and 20 years and the other group was made up of respondents above 30 years. Among the respondents aged between 18 and 20 years, there were 15 males and 15 females and among the respondents older than 30 years, there were 15 males and 15 females. I used the 2x2 full factorial experiment. The experimental units included all the combination including age across gender. I found out that respondents interacted differently with text and picture advertisements and the variability was across gender and age groups but the difference was not statistically significant. I found out that teenage females interacted the better with picture dominant advertisement. On the other hand, there was no difference in adult females' response to text dominant advertisements with male adults as they did not respond favorably to picture dominant advertisements. I concluded that teenage females have high preference for advertisements with facial features as compared to adult females and teenage males. However, the preferences for facial features in advertisement is not statistically significant which is a false significance. The implication of such findings is that advertisements should be targeted in design based on age and gender. The findings can be used in designing gender and age appropriate advertisements.

Keywords: Factorial design, advertisement, text, verbal, recall, Emoji.

Facial Expression and Emojis In Advertisement and Real Life

Introduction

Background of The StudyA picture is worth a thousand words. In advertisements especially in this age of digital advertisement, the audiences are inundated with a lot if targeted messages which mean that the advertisers must develop unique averments to attract the attention of the viewers to get them to read the whole text and view the picture to get the messages. While some advertisers use subliminal messaging, the effectiveness of the advertisements is determined by the presentation. Some advertisements use text only, some use images only while some balance text and pictures in their advertisements (Bagus Surya Pratama, 2018). Advertisements are a critical success fact for all new products, brands and brand extensions. Advertisements determine whether a product will be demanded by the target market or not, advertisements can either be verbal information in the form of texts or may be composed of visual elements or pictures. In consideration of the several factors, vernal advertisements, the amount of text or information that is presented in the advertisements tend to vary an advertisement may not directly refer to products or s services but the message will help the audiences create the image of the products or services through subliminal advertisements.

In some case, an advertisement gives direct reference or connotation to the products or services. However, there are some advertisements in which the advertiser provides basic information about the products or services (Adi Prawangsa, Sudana & Tika, 2018). The advertisers can leverage the products unique selling proposition (USP). in the utilitarian products, the advertisers must provide all the information pertaining to the products. In such cases, the products or service is new in the market and the goals are to create awareness or inform the audiences about the salient features of the products or services. In this case, the advertisers must combine text with pictures.

The effectiveness of such advertisements is mainly based on assumption. Nevertheless, there are also arguments that men are more visually inclined and are likely to respond to or be attracted to advertisements with pictures. The click-through rate of a text and image advertisements vary depending on the platform in which it is used. According to Dens, De Pelsmacker & Puttemans (2011), consumers below twenty years of age are likely to be drawn to the advertisements with pictures as compared to textual advertisements. On the other hand, adults beyond age twenty are likely to be attracted to a textual advertisement than the images. The companies must design advertisements based on the target market, market segment and the products being advertised because there are some products that are better advertised using pictures while some are better advertised using text. Human processing systems tend to optimize the processing speed variable based on the specific task requirements or the constraints of the tasks. Klein et al (2015) argued that the stimuli in the advertisements do not determine the depth of advertisements processing. The advertisements stimuli do not directly trigger specific modalities of perceptual linguistics or semantic decoding. Pictorial advertisement is superior to the textual or written advertisements because the eye movements are rapid in pictures and slow in texts.

Importance of the Study

Currently, there are no studies that particularly compare the effectiveness of textural and pictorial averments. This study will, therefore, fill the literature gap by comparing the effectiveness of text in advertisements (adt) and pictures in advertisements (adp).

The Aims and Objective of The Study

The aim of the study is to compare the effectiveness of advertisement with text only (Adt) and advertisement with faces (AdF). The objective of the study is to.

Compare the effectiveness of the advertisement with text only (AdT) and advertisement with faces (AdF) using males and females as the grouping variables

Compare the effectiveness of advertisement with text only (AdT) and advertisement with faces (AdF) among the 18-20 and 30+ years old

Provide direction for future research

Research Hypothesis

I hypothesized that the younger female in the age bricked of 18 to 20 years preferred advertisements with emojis or facial features

MethodsResearch DesignThe aim of the study was to examine the effectiveness of two advertisements strategies across groups of male and female audiences of various age groups. Based on the sample size and variables, I used the full factorial experiments design because the study involved two factors with each factor having discrete possibilities or values or levels. Rettie & Brewer, (2000) reported that the experimental procedures must involve all the factors across all levels. Through the full factorial experimental design, I measured the effect of each of the factors under study on the response variables in addition to the impact of the interaction between each of the factors.

Participants

I collected data from a random sample of 60 volunteers from New York State. The inclusion criteria included only age and gender. Random sampling method was used because it is highly representatives of the entire population. I assumed that a large sample of 60 is adequate for making inferences about the population. I surveyed the selected respondents to determine the preferences of the male and females to specifying advertisements as well as the preferences of the age groups to different advertisements.

Materials

All the participants were allowed to complete the surveys online using then google forms. The survey questions had a total of 40 questions out of which 15 questions were designed to determine the preferences of the audience for the textual of facial emojis or pictures of real peoples including celebrities. The pictures used in the surveys were all drawn from the Google Images. The surveys were taken using mobile devices and computers took an average of 7 minutes to complete.

Procedure

Independent variables

For this study, I used two independent variables: age and gender. Each of the two variables was grouped into two levels. Age was divided into two levels: those between 18 to 20 years and those above 30 years of age. The second dependent variable was gender which was also divided into two levels: Male and female.

Dependent variables

The dependent variable that was studied was the preferences for advertisements with facial features and emojis over the preferences for the advertisement with text only.

Research instrument

The survey was developed in the google form. Each survey had forty questions. Th first 15 questions were designed to test the preference for face advertisement vs. preferences for text advertisements. The remaining 25 questions were designed to gain a deeper understanding of the participant's age, gender, preferences for emojis. The questions had two answers that the respondents could choose from. For example, one question asked. Which type of advertisements do you prefer: advertisement with facial features and emojis or advertisement with text only. each respondent could take the survey once in precedence and no one could go back to the previous question to change his previous answer. The survey links were shared to the respondents through social networking sites such as Facebook, Telegram, Instagram, WhatsApp and through emails

Data Analysis

I used a statistical package for social scientists (SPSS) to carry out the statistical analyses such as ANOVA, and independent factors t-test.

Literature Reviewin the current digital age, emojis have become common because most of the technology savvy customers can communicate effectively using emojis. According to Sajjacholapunt and Ball (2014), emojis and faces are used in advertisements because the audiences demonstrated high recall rates than those who viewed banners advertisements without the emojis and faces, emojis and face attracted more attention to the banners ads because people tend to be more engaged with the pictures than that advertisement with pictures. people are read emotions in faces including emoticons because the emotional faces can communicate to the audiences both the emotional state of the advertisements and the elicit the desired behavioral intention of the audiences. Faces are used in advertisements because they elicit strong emotional responses and thus are more effective when used in advertisements as compared to when texts only are used in the advertisements.

The visual stimuli are much more effective as compared to the verbal stimuli because of the speed of processing. Verbal stimuli are processed much slower as compared to the visual stimuli because the verbal stimuli are processed serially. For example, verbal stimuli are processed per units with each unit processed separately. On the other hand, the visual stimuli can be processed simultaneously. Which means that it takes a much shorter time to processes the visual stimuli as compared to the verbal stimuli. Additionally, people tend to recall pictures over a long period of times as compared their ability to recall text or words that is why people can remember faces easily than they can remember verbal messages. People develop the ability to process visual data early in life which mean that even young children and those liberate people tend to learn visually even if they cannot read (Graber, 1996).

The motivation to use advertisement as the basis of this analysis is because of the current trends towards digital advertisements. Al over the world, advertisements have remained then the primary promotional strategy adopted by most companies. in this digital age, advertisers tend to favor visual advertisements as opposed to textual advertisements. picture dominant advertisements are easily deployed in digital advertisements to attract and drive click through as they attract attain and have a high recall. Nevertheless, I still argue that preferences for advisements are dependent on the company's preferences because they are also guided by the product being advertisement...