Descripción
|
|
---|---|
In this paper, we describe a study in which we sought to identify the extent to which the presence of figurative operations in Internet videos relates to their popularity. We selected 35 Youtube videos for a wide range of brands, products, and success.We tookthe number of views per day and aggregated over time of each video (as per each video?s data on YouTube) as a proxy for video success.We coded the videos for figurative operations (resemblance metaphor, correlational metaphor, metonymy, hyperbole, understatement, verbal irony, situational irony, dramatic irony, and unmarked contrast) and for the use of modes (verbal, visual, audial, and their hybrids). Our regression analysis show that the amount of figurative operations at work was related to the number of the views (p = 0.05). In terms of figurative operations, the juxtaposition of contrasting scenarios in the audiovisual narration relates closely in a reliable way to the number of views received by viral marketing videos (p < 0.05). More specifically, irony (and in particular, dramatic irony) was related to the number of views received by the video. Regarding the use of the modes to represent the advertisement, it was the combination of images with words that led to the highest number of views (p < 0.0001). Finally, we did not find empirical support for the idea that the place on the timeline where these figurative operations occur has a significant effect on the popularity of the videos. Our findings contribute to the wider field of cognitive linguistics, marketing and media studies by establishing figurative operations as a key determinant to video success. | |
Internacional
|
Si |
Nombre congreso
|
AELCO INTERNATIONAL CONFERENCE 2018 |
Tipo de participación
|
960 |
Lugar del congreso
|
Córdoba, España |
Revisores
|
Si |
ISBN o ISSN
|
CDP08UPM |
DOI
|
|
Fecha inicio congreso
|
16/10/2018 |
Fecha fin congreso
|
18/10/2018 |
Desde la página
|
968 |
Hasta la página
|
968 |
Título de las actas
|
Abstract Book http://www.uco.es/aelco2018/en/conference/abstract-book/ |