Atención visual y análisis de emociones del tráiler de “Inside Out 2” mediante FaceReader

Mayra Pomaquero Yuquilema; Juan Carlos Pomaquero Yuquilema; José Fernando López Aguirre

doi:10.31637/epsir-2024-383

Authors

Mayra Pomaquero Yuquilema Universidad Internacional de la Rioja https://orcid.org/0000-0002-5838-4743
Juan Carlos Pomaquero Yuquilema Escuela Superior Politécnica del Chimborazo https://orcid.org/0000-0003-0952-943X
José Fernando López Aguirre Escuela Superior Politécnica del Chimborazo https://orcid.org/0000-0001-9706-5115

DOI:

https://doi.org/10.31637/epsir-2024-383

Keywords:

movie trailers, film marketing, visual attention, FaceReader, emotion, digital technology, film, animation

Abstract

Introduction: The purpose of movie trailers is to engage and excite a potential audience prior to the release of the audiovisual production. Methodology: This study evaluated how the visual and narrative elements of the "Inside Out 2" trailer influence visual attention and evoke emotions in viewers. Based on the methodological proposal of Villegas (2023), a mixed methodology was used that collected quantitative data obtained through the FaceReader version 9.1 device, and qualitative data from questionnaires to 25 university students. Results: The results provide an empirical basis whose value lies in the possibility of developing marketing strategies focused on cinema and the achievement of more effective trailers. Discussion: The use of devices such as FaceReader, provide high reliability in the reading of emotions and independent productions can use the information to generate a greater emotional impact in search of commercial success. Conclusions: It is important to complement the analysis of emotions with other devices and other qualitative tools in order to obtain greater understanding and reliability so that filmmakers can generate effective promotional strategies together with marketing teams.

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Author Biographies

Mayra Pomaquero Yuquilema, Universidad Internacional de la Rioja

D. Cum Laude in Art: Production and Research from the Universitat Politècnica de València, with Masters in Animation (Pompeu Fabra University) and in Multimedia Creation and Serious Games (Ramón Llull University). Professionally, she has worked as a university lecturer, mentor and consultant in audiovisual technologies applied to cultural and marketing projects. She is co-director of the animated short film ‘Al Compás’, awarded in several festivals, and of the project NINA, awarded in EL FOGÓN DE PROYECTOS AJAYU and presented in CHILEMONOS 2021. She is currently a postgraduate lecturer and director of TFM and TFG at the International University of La Rioja (UNIR).

Juan Carlos Pomaquero Yuquilema, Escuela Superior Politécnica del Chimborazo

Business Engineer. Master's Degree in Public and Social Policy from Pompeu Fabra University in Spain and Johns Hopkins University in the United States. Master in Business Administration from the International University of La Rioja (UNIR). Administrative Assistant at the Consulate General of Ecuador in Barcelona. Postgraduate Coordinator - Master in Management of Development Projects. Speaker and representative in national and international congresses in Mexico, Spain, United States, United Arab Emirates. Currently teaching at the Faculty of Business Administration of the Polytechnic School of Chimborazo and Coordinator of the Centre for Innovation and Entrepreneurship INNOVACENTER - ESPOCH.

José Fernando López Aguirre, Escuela Superior Politécnica del Chimborazo

Engineer in Livestock Industries, Master in Business Administration and Management. Master in Massive Data Analysis. Manager of food processing centres. Consultant to private institutions for expansion processes. Advisor to Popular and Solidarity Economy organisations. Lecturer in the Master's Degree in Production Chains and Business Management, National University of Chimborazo. Professor of Online Marketing Tools, Marketing Information Systems and Geomarketing at ESPOCH, where he directs research projects in data analysis.

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