@inproceedings{a40b8638eb284016bfe378f067c56808,
title = "Study on how television commercials affect consumer reactions with visual strategies",
abstract = "Visual communication is not only significant and indispensable in outstanding in advertising, but also a form of language for art to visually communicate the idea of advertisements. This study aimed at discovering how can visual elements be applied in television commercials to associate with the observers{\textquoteright} emotion psychologically as well as to affect their decision-making process behaviourally through conducting the depth interview, content analysis and library research. This is done by showing the application of visual elements and the findings on the research in term of lighting and colours, mood and tones, signs, symbols, key signifiers, and typeface. This research focuses on the use of visual strategies, and explore how they could evoke male and female audience using different approaches. Another goal of the study is to reveal the impacts in terms of sociology and psychology when certain visual elements applied in television commercials.",
keywords = "Colour usage, Emotion, Semiotics, Typography, Visual communication, Visual strategy",
author = "Pikki Fung and Ho, {Amic G.}",
note = "Publisher Copyright: {\textcopyright} Springer Nature Switzerland AG 2020.; AHFE International Conference on Human Factors in Communication of Design, 2019 ; Conference date: 24-07-2019 Through 28-07-2019",
year = "2020",
doi = "10.1007/978-3-030-20500-3_17",
language = "English",
isbn = "9783030204990",
series = "Advances in Intelligent Systems and Computing",
pages = "162--173",
editor = "Ho, {Amic G.}",
booktitle = "Advances in Human Factors in Communication of Design - Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design",
}