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The aim of the thesis is to describe the gaze cueing and liking effect, showing that the studies
carried out on them could be applied to marketing and advertising campaigns. To do that I initially
used the study of Bayliss et al. 2006 (Bayliss, Paul, Cannon and Tipper, 2006), the first in which has
been used an experiment to show how the liking effect towards an object manifests itself when it
was made the object is subjected to the gaze of another person.
Having fully explained, citing theories connected to it, thanks to further experiments that take the
first study, I tried to see how this effect is modulated by the introduction of other variables during
the test.
All this to demonstrate how the fact that an object acquires affective components, can be exploited
in advertising, in different ways depending on the protagonist product, with different variables
based on the situation that is necessary to recreate and of the reference target.
About the studies on the gaze, on his routing and the effects it causes on other people, they are not
only useful in everyday life, when we have to do with interpersonal communication, it can also be
used to persuade the buyers, using techniques that lead them to consider attractive a product
commercialized.
Based on this idea, I have analyzed the use of testimonials in advertising, especially in the event
that they direct their gaze to the product and they can be considered trustworthy by the spectators.
I studied how they the advertisments about cars have changed over the years, focusing in particular
on those in which the car is presented as the object of the gaze of several people at once.
In the end I analyzed various advertisements, of different brands and products belonging to many
different areas, in which the presence of an attractive testimonial with the direct gaze toward the
viewer, increases the satisfaction toward the advertised object, thanks to a sense of gratification that
it feels in being watched and that can be transferred to the object. Mainly this thesis provides the
elements of analysis for many of the ads that are newly produced, since it is my opinion that in
recent times they are a bit similar in several aspects.