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

Shukla, Abhinav and Katti, Harish and Kankanhalli, Mohan and Subramanian, Ramanathan (2018) Looking Beyond a Clever Narrative: Visual Context and Attention are Primary Drivers of Affect in Video Advertisements. In: 20th ACM International Conference on Multimodal Interaction (ICMI), OCT 16-20, 2018, Boulder, CO, pp. 210-219.

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Official URL: https://doi.org/10.1145/3242969.3242988

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.

Item Type: Conference Proceedings
Additional Information: 20th ACM International Conference on Multimodal Interaction (ICMI), Boulder, CO, OCT 16-20, 2018
Keywords: Affect Analysis; Computer Vision; Visual Attention; Eye Tracking; Scene Context; Valence; Arousal
Department/Centre: Division of Biological Sciences > Centre for Neuroscience
Depositing User: Id for Latest eprints
Date Deposited: 27 Feb 2019 09:31
Last Modified: 27 Feb 2019 09:31
URI: http://eprints.iisc.ac.in/id/eprint/61855

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