Television design through neuroscience

Authors

  • Verónica Crespo-Pereira El profesional de la información
  • Beatriz Legerén-Lago

DOI:

https://doi.org/10.3145/epi.2017.nov.04

Keywords:

Neuroscience, Neuromarketing, Content design, Television, Audiovisual content, Television content, Emotion, Attention, Storytelling, Edition, Literature review, Bibliographic review.

Abstract

Cognitive neuroscience has provided a better understanding of the impact of media stimuli on cognitive and emotional processing. This article offers an exploratory bibliographic review on the contribution of neuroscience in the design of audiovisual content (N=57). This review was carried out in three stages: a) review of unstructured information; b) analysis, organization, and synthesis of content; c) conclusions. Likewise, interviews with experts in the television field, neuromarketing consultants, and neuroscientists (N=10), support the conclusions from the bibliographic review. Subsequently, the paper provides a set of scientifically endorsed guidelines for the efficient design of TV content for entertainment, education, and information, based on storytelling, edition, and the creation of new platforms. The bibliographic research reveals that emotion and attention are the key indicators of effectiveness for the design of television products.

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Published

2017-11-12

How to Cite

Crespo-Pereira, V., & Legerén-Lago, B. (2017). Television design through neuroscience. Profesional De La información, 26(6), 1047–1055. https://doi.org/10.3145/epi.2017.nov.04

Issue

Vol. 26 No. 6 (2017): Diseño de la información

Section

Research articles

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