Developing the Boots Christmas TV ad using facial coding

This article discusses how the development of the Christmas advert for Boots, the high street retailer and chemist, used facial coding techniques to identify emotional reactions to verbal narratives.

Developing the Boots Christmas TV ad using facial coding

John HabershonMomentum Research

By using experienced facial coders to pretest two spoken narratives for the Boots 2015 Christmas TV ad, in a second-by-second study, and applying System 1 and 2 responses to the content, those elements that could be combined to speak directly to viewers' emotions were identified.

How can research help to ensure a TV ad will provoke the desired emotional response from viewers? We carried out facial coding to test two spoken narratives for the Boots 2015 Christmas TV ad.

We wanted to know which scenes described in...

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